Amira Nature Foods announces go to market plans for Middle East

Amira has identified the GCC region, and in particular, the United Arab Emirates (UAE), as an important market for its products.

The UAE offers strong opportunities for growth with a highly diverse population of 5.5 million and GDP growing at 3%.

"The UAE is an important market for Amira, due to its significant consumption of basmati rice. We are excited to introduce our best in class products to the refined palates of UAE and other GCC customers," said Karan A. Chanana, Amira's Chairman and Chief Executive Officer.

"Amira's key focus is to make the Amira brand available to every household in the UAE. Amira is an acknowledged leader in delivering high quality and innovative food products to a growing number of markets across the globe, and we now want to focus our efforts in the GCC markets," he added.

With presence in more than 25 countries, 'Quality' is the touchstone that forms the reputation of the Amira brand. Amira's premium rice products consist of the finest grains of aromatic basmati aged for a minimum of 12 months. To ensure that the finest and the most select product reaches its customers, Amira follows a stringent quality assurance process in acquiring paddy, and is vertically integrated, allowing for a fully automated, un-touched by hand, state of the art processing and packaging process.

Regular audits by accredited organizations ensure that Amira delivers the highest quality products to our customers. The products / processes are all certified by ISO 9001:2000, Safe Quality Food (which includes HACCP), the BRC (British Retail Consortium), and the US FDA.

With an office in Dubai, Amira has developed plans for large scale investments in import, handling, storage, distribution, experience and marketing operations to complement the evolved lifestyle of consumers in the GCC region. Amira is also active in promoting food

security in the region, with Mr. Karan A. Chanana, being a key speaker at the Middle East Grains Congress, to be held from February, 26th - 28th, 2013 at JW Marriott Hotel in Dubai.