Amira Foods Coroporate Booklet

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T H E A M I R A G R O U P
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AMIRA FOODS INDIA LTD. A Passion for Food
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C ONTENT
Global Technology
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Message from the GMD
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The Rewards of Excellence
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1915 A Passion Begins
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Connecting with the Customer/Consumer 14
Domestic International
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Board of Directors
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Private Labelling
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The Business Landscapes
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AMIRA
Team Work
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Group Companies Addresses
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A Harvest of Hope
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M THE GROUP MANAGING DIRECTOR
ESSAGE FROM
our vision extends well beyond commodity sales.
Our relationships are the means to
bond people and cultures across the world through
the common language of food. This enables us to
leverage our position as a leading producer and
exporter of rice, a product that's staple to half
the world's population. This is the power of
Food Connect. At Amira group, we are
committed to improving the quality of life
of the communities we serve. The practice of
returning to society evokes trust among
consumers, employees, shareholders and the
community. Amira is committed to protecting this
heritage of leadership with trust through its
activities in business. Driven by values based
on the principles of Integrity, Understanding,
Excellence, Unity and Responsibility. These
values continue to direct the growth and business
of Amira companies and will continue to do so for
all time to come. Karan A. Chanana GROUP
MANAGING DIRECTOR
Bonding people and cultures across the world
through the common language of food.
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A P A S S I O N B E G I N S . . . The AMIRA
GROUP was founded by Late Shri. Karam Chand
Chanana as a modest venture in the agro
commodities trade in 1915. Inherently dynamic
in nature, AMIRA
continues to diversify and explore new
Late Shri. Karam Chand Chanana
opportunities while the past serves as
inspiration, it is the passion to grow the
potential that truly excites the AMIRA
GROUP. 1978 The second generation continues to
strive for newer heights and widening its base
under the guidance of Anil Chanana. With this new
thrust, he enabled the company to realise the
potential in the global arena and established the
foundation with a prime focus on exports.
While the past serves as an inspiration, it is
the passion to grow that truly excites the
AMIRA
Anil Chanana
GROUP. The seed planted almost a century ago, has
inspired a new generation that keeps pace with
the winds of change, in fast changing
international scenario.
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AMIRA
BOARD OF DIRECTORS
AMIRA
Karan A. Chanana GROUP MANAGING DIRECTOR
TManaging Director, AMIRA FOODS India
aking the business legacy forward under the
stewardship of Karan A. Chanana, Group
V.K. Chanana CHAIRMAN
Anita Daing FINANCE DIRECTOR
Limited received the prestigious status of
'Global Growth Company' from the World Economic
Forum.
Vcareer. He began as the Labour Commissioner
Apost-graduate from Jesus Mary College, she
irendra Kumar Chanana with an envious
nita Daing brings over 25 years experience in
Mr. Karan A. Chanana has demonstrated his passion
for the business by articulating his vision for
'Food Connect'. Being a strategic thinker,
he has been innovative in his marketing skills
and manages a complex supply chain across five
continents.
academic record has built an illustrious
Accounts and Finance related matters. A
of UP and on to the government nominee in the
Board of Directors of giants including
Hindustan Paper Corporation, Hindustan Cables and
NSIC.
has had an illustrious career.
She worked with You n Me Pvt. Ltd., a garment
export house as a Director of Accounts and
Finance. Anita has been with the Amira Group
since 1996.
He is known for his sharp acumen in recognising
business opportunities. Karan A. Chanana, as
a member of the CIS/MENA Committee, Agricultural
Committee and Head of Agriculture Task Force at
Africa Committee of CII and is, also a member of
the FICCI, APEDA and FIEO committees
and recipient of numerous awards.
He was the Joint Secretary in the Ministry
of Industry where he formulated smart policies
for the sector. He was also the Country
representative and Director of United Nations
Industrial Development Organisation (UNIDCO).
He has the responsibility of effecting
the development of the private sector,
investment promotion and setting up joint
ventures for developing nations. Currently,
he is on the board of Mahindra Mahindra Ltd.
He is a regular speaker at forums in India and
other global forums. Beyond business, his
dedication stems from a firm belief in giving
back to society and is wholeheartedly
involved in charitable causes.
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AMIRA
THE BUSINESS LANDSCAPE
AMIRA
The Amira Group has spread its business
activities across a wide canvas with activities
in Infrastructure, Energy, Information Technology
and SEZ to mention a few.
?AMIRA INFRASTRUCTURE PVT. LTD. ?AMIRA
ENTERPRISES LTD. ?AMIRA ENERGY PVT. LTD. ?AMIRA
INFOTECHNOLOGIES PVT. LTD. ?AMIRA SEZ AND
INFRASTRUCTURE PVT. LTD. ?AMIRA FOODS INDIA
LTD. At Amira Foods, customer expectations and
their understanding had instilled a satiating
hunger for growth. From a modest beginning and
local trading operations, Amira has today evolved
as a national brand that's available across a
variety of retail formats. Ongoing projects
include those for forward and backward
integration, from the procurement of seeds and
organising organic farming initiatives to
establishing the first private agro-processing
SEZ unit in India's Basmati region thereby
providing greater leverage and economies of
scale. All relationships are the means to bond
people and cultures across the world through the
common language of food.
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AMIRA
AMIRA FOODS INDIA LTD.
AMIRA
A Passion For Food Aforesight and vision with
demonstrated leadership, outstanding
mira Foods India Ltd. was awarded the status of
Global Growth
Company from the World Economic Forum, heralding
Companys
execution.
The largest Indian privately held rice
company with state-of-the-art milling
technologies certified to meet world-class
standards. Amira Foods has always stressed on top
of mind brand awareness which is why the
communications strategy is multi pronged to
achieve maximum results. Understanding the
consumer demographics and psychographics that
enables us to directly connect with the consumer.
Regular merchandising campaigns at retail
outlets, trade promotions, consumer promotions
and sponsorships, events and participation in
national and international trade fairs play a
pivotal role in promoting brand Amira. The brand
has established a reputation for fair trade
practices. Quality products, honest pricing and
the assurance of customer satisfaction that has
been the guiding philosophy to grow the
brand. Over years, Amira Foods (India) Limited
has won numerous awards and recognition of not
just as an industry leader, but also for its
contributions to the country's growth and
economic stability.
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AMIRA
AMIRA FOODS INDIA LTD.
AMIRA
Global Technology Afacility located in the
Basmati growing belt of northern India is one
mira Foods has offices across the globe
including Singapore,
Malaysia, Dubai and USA.The state-of-the-art
Amira production
of the largest in the country.
Amira Foods established the first automated
Basmati rice plant in the country, with
technology from BUHLER of Germany where the rice
grain is untouched by hand. A variety of
agro-commodities are exported by Amira Foods
India Ltd. Qualitative Leadership Amira has
been a pioneer by mapping the rice industry
business process and evolve an ERP system on the
successful BAAN platform. The core finance
group of Amira continuously monitors
international financial trends, keeps a
watchful eye and provides timely advice on
financial opportunities. The Research
Development Cell incorporates the latest
proven technology to ensure perfection and a
Pro-Logic-Control system handles the entire
operation of the plant from one single
source interlocking upstream and down-stream
operations. Amira Foods received US FDA approval
and with it came instant access to the most
demanding markets of Europe and the Middle East.
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AMIRA
AMIRA FOODS INDIA LTD.
AMIRA
The Rewards of Excellence A
mira Group has over the years earned recognition
of not just an
industry leader, but also for its contribution to
the country's growth
and economic stability. Recognitions include
?Recognition as a 3 Star Export House by the
Ministry of Commerce, Government of India
(2004). ?APEDA awards in several categories,
including the prestigious APEDA Export
Award. ?APEDA Certificate of Merit for
outstanding contribution to rice exports
(1995-96). ?Excellence Award from the Union
Minister of State for Power and Non- Conventional
Energy Resources (1997). ?Top Exporter Award
from the Executive Director, Canara Bank
(1995-96). ? ?FIEO Award for promoting Exports
(2000, 2001-2002). ? CERTIFICATIONS ?ISO
90012000 certified ?HACCP approved ? ?SQF 2000
quality code ? ?SGS certificate of registration
and IPQC ? ?FDA approved plant and
facilities ? ?BRC Certification ? ?Certification
to use the Produce of India logo
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AMIRA
AMIRA FOODS INDIA LTD.
AMIRA
Connecting with the Customer/ Consumer Fmade.
or Amira, consumer is the key and brand
strategies, market
positioning and communication is aimed at
fulfilling the promises
Amira Foods operates by a philosophy of global
coordination and local execution. The vision is
to identify consumer and customer needs and meet
them with simple formula of Triple
Three that is Trust, Transparency, Timely
Deliverables. In persuasion with its
philosophy, Amira Foods has an ongoing monthly
newsletter - APPETIZERS that is an hors doeuvre
for news and views and serves as a touch-point to
bond with employees and trade partners. Communica
tion and feedback is vital to any
business. We welcome comments and
suggestions. Our objective is to be open
to ideas and alternates that helps us to grow
more and offer more. The multi-pronged customer
outreach system is at the very heart of the
Company's business and the acid test of any
product or service comes from the point of
ultimate consumption and the feedback.
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AMIRA
DOMESTIC INTERN ATION AL
AMIRA Athe pulse of the business. The endeavour
is to continuously expand
mira Foods offers an extensive portfolio of
brands to meet their local
culinary requirements. Consumer and Customer
requirements hold
and widen the product base to meet the
dynamics of a demanding
domestic and international market. In the
Domestic Market, Amira has established a network
of over 100 distributors spanning over 23 states
in India spread through Traditional and Modern
Retail Stores and Horeca. To cater to this
diverse market, the focus is primarily by
understanding the requirements of the regional
audience and offering Pure Product mix to capture
quality driven market for the brands. In the
International Market, Amira is fast
spreading its wings across countries and the
distribution is mainly in the Ethnic Trade,
Mainstream and Food Services. The products
currently being marketed in the international
market is Traditional Basmati, Extra Long Grain
Basmati, Brown Basmati and Pakistani Basmati,
Thai Jasmine and Sona Masoori from South of
India. The International Product Mix also
comprises Amira Palm Oelin Oil from Malaysia
and primarily marketed in the Middle
East and the African Continent. The AMIRA
Product Line is specially developed to meet the
needs of its all customers.
Speciality Rice and other Products
Lifestyle Rice
Amira Pure Traditional Basmati Rice Amira Indigo
Extra Long Grain Basmati Rice Amira Goodlength
Basmati Rice
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Amira Thai Jasmine Amira Sona Masoori Amira
Sameena Basmati Guru Ka Guru Basmati Rice Amira
Palm Oelin Edible Oil
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?
?
?
?
?

• Everyday Rice
• Amira Long Grain Rice
• Amira Sharbati Aromatic Long Grain Rice
• Amira Daily Fresh Basmati Rice

?
Healthy Rice
Amira Good Health Basmati Rice
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AMIRA
PRIVATE LABELLING
AMIRA
Trading Across the Globe Awhich includes Rice
Varieties, Palm Oil and Bulk Trading.
mira Foods commands the Private labeling business
on a grand scale.
The vertical is further segmented into
independent trade lines
Rice Varieties - The exports includes White Rice
or Raw Rice, Traditional Basmati, Pusa Basmati
1121 Basmati, Sella Basmati, Traditional, Pusa
1121 Sella in Creamy and Golden form Long Grain
Medium Grain Rice (Sharbati, PR-11). Besides
rice, other Agro-commodities Amira Foods
exports includes pulses, sesame seeds, onions,
potatoes, soybean extract, edible oil, palm oil,
sunflower oil, yellow corn, butter oil, wheat,
wheat flour, gram flour, chillies and a variety
of spices. Palm Oil Amira Foods (Malaysia) Sdn.
Bhd. processes prime quality palm products to
meet the specific needs of the extensive global
food processing industry. For the commercial and
industrial sectors, the range includes RBD palm
olein, RBD palm oil, RBD palm stearin, PFAD,
vegetable ghee, margarine, shortening, cocoa
butter substitute, ice-cream dough, creaming,
coating and other speciality fats. Bulk
Trading The bulk of the trade done by Amira
Foods is primarily of Indian white crystal
sugar. Amira caters to the private label segment
in over 40 countries across the globe primarily
USA, Africa, Europe, Middle East and Far East and
business is conducted through subsidiaries
located across four continents.
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AMIRA
TEAMWORK
AMIRA Acome first, rather than resources.
mira Foods has a deep rooted philosophy when you
keep people
happy, they will keep the customers happy People
have always

• They are individuals who work with the
  Company rather than for the Company and
  realise their full potential. Amira has
  ingrained in each individual key values which
  include
• Honesty and Integrity - Personal and professional
  integrity are intrinsic to the work culture to
  foster the highest ethical standards.
• Conscientiousness - No task is too small each
  individual merits undivided attention.
• c Respect - Respect is not limited to seniors
  and managers respect superiors, subordinates and
  co-workers as well.
• Continuous Learning - We invest in employee
  training and education, recognise and reward
  quality performance and identify and address
  employee needs and expectations.
• Teamwork - Cooperation is a common mantra across
  all departments we play to our strengths as a
  team to achieve common goals.
• These are the guiding principles based on a
  strong foundation of effective communication.
  Amira holds itself responsible to support and
  demonstrate them in its daily tasks, decisions
  and interactions.
• Steered by a team of motivated and spirited
  individuals at the helm, the Company fosters a
  work culture that is fulfilling and energising
  within an environment that promotes a vertical
  and lateral growth.

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AMIRA
A HARVEST OF HOPE
AMIRA
Amira Foods has given thought beyond food. Its a
commitment to give back to communities in which
we operate. Amira Foods is committed to giving
back to society what it has taken from it. Its
philanthropic commitments include financial aid
to the Blind School, building minds by
construction of secondary school classrooms in
Harsaru, Gurgaon, providing food and shelter
to homeless children and to the United
Nations, ongoing aid for disaster areas through
the Bihar Chief Ministers Fund for Flood Relief
and fighting hunger with rice donations for
relief to victims of the Myanmar Tsunami and
Kandla cyclone. One small step, but a giant leap
of hope for millions. This is the faith and the
inbuilt passion that leads Amira Foods towards
tomorrow.
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AMIRA
THE AMIRA GROUP 54, PRAKRITI MARG, M.G. ROAD, NEW
DELHI-110030. INDIA Ph. 9111 460 57500 Fax
9111 460 57570 Email amira_at_theamiragroup.com
Web www.theamiragroup.com
GROUP COMPANIES AMIRA INFRASTRUCTURE PVT. LTD.
AMIRA ENTERPRISES LTD. AMIRA ENERGY PVT. LTD.
AMIRA INFO TECHNOLOGIES PVT. LTD. AMIRA SEZ AND
INFRASTRUCTURE PVT. LTD.
AMIRA FOODS (INDIA) LTD. Factory 21st.
Milestone, Pataudi Road, Harsaru District,
Gurgaon - 123505 Haryana INDIA Ph. 91124227
6472-74 Fax [phone] Web
www.amirafoods.com
Corporate Office 54, Prakriti Marg, M.G. Road,
New Delhi-110030. India Ph. 9111 460
57500 Fax [phone] Email
amirafoods_at_amirafoods.com Web www.amirafoods.com
Registered Office B1/E 28, Mohan Corporative
Industrial Estate, Mathura Road, New Delhi -
110044 Web www.amirafoods.com
AMIRA FOODS (INDIA) LTD. INTERNATIONAL OFFICES
AMIRA FOODS PTE LTD. 17 Phillip Street 05-01
Grand Building Singapore 048695 Ph. 65387777 /
653377 Fax [phone] Email
singapore_at_amirafoods.com
AMIRA FOODS INC 1315, East, Saint, Andrew Pl,
Suit D, Santa Ana CA 92705 Ph. 7149662153 Fax
7149662154 Email amirarice_at_amirafoods.com
AMIRA FOODS DMCC Emirates Towers, Level No. 41
Sheikh Zayed Road, Dubai, United Arab
Emirates Ph. 97142351755 Fax
97142351767 Email amiradmcc_at_amirafoods.com
AMIRA FOODS (MALAYSIA) SDN. BHD. 12B-23, Level
12B Wisma Zelan Tasik Permaisuri 2 Bandar Tun
Razak, Cheras 56000, Kuala Lumpur Email
malaysia_at_amirafoods.com