Amira foods seeks to be "globally local" by balancing a global approach with understanding local customers. While standardizing operations globally allows for economies of scale, understanding local markets and customizing the brand's offering for each is important. Emerging economies will account for over half of global consumption by 2025, with China and India containing over 120 million middle-class households seeking global products. Seeing globalization trends, Amira views it as an opportunity to showcase products from different regions to new communities worldwide by localizing for each market.

1. Amira foods ―GOING GLOBAL IS A TANTALIZING PROPOSITION IN TODAY’S
MULTI-POLAR WORLD.WE AT AMIRA SEE OURSELVES AS GLOBALLY LOCAL"
Global retailing, the sheer diversity of customers can confuse the best of brands. Success in a global marketplace
requires a fine balance of two essential capabilities—a global approach to the business and a local view of the
customer. While building a standardized approach, it is important to have integrated back-office operations to secure
the economies of scale that can handle the complexities of selling in multiple markets. Even more importantly in such
a customer facing industry, a view of the customer that leverages the core brand and offering in each local
marketplace is important. Sharing an industry view point, Karan A Chanana, Chairman of the AMIRA GROUP
comments- ―No longer is the world economy dominated by the United States, Europe and Japan. Countries like
China, India and Brazil represent increasingly robust consumer markets.‖ Emerging economies will account for more
than half of global consumption by 2025, adjusted for differences in purchasing power. Emerging markets for many
products and services already rival those of industrialized countries. China and India together will contain 123 million
middle-class households–more than the total number of households in the United States—all of them potential
consumers of the retail industry’s products and services.
Seeing this positive trend of globalisation in the retailing industry, it has also led to opening of newer markets for
products from different parts of the globe. Today consumers are willing to experiment change and taste preferences
have become more flexible and adaptable to new choices. This is a tremendous opportunity which provides a huge
platform for global manufacturers like us to showcase and present the best from one’s homeland to different
communities. Along with Brand owners willingness to market globally, the distribution platform has also become
aggressive in reaching out to Global Communities. Both are realizing the need of the hour where the success route is
through localization.