APPETIZING RICE CIRCULAR FOR YOUTHE AMIRA FOODS NEWSLETTERVOL.32 APRIL,2012 ISSUEKaran A ChananaChairman Amira Group―GOING GLOBAL IS A TANTALIZING PROPOSITION IN TODAY’SMULTI-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 marketplacerequires a fine balance of two essential capabilities—a global approach to the business and a local view of thecustomer. While building a standardized approach, it is important to have integrated back-office operations to securethe economies of scale that can handle the complexities of selling in multiple markets. Even more importantly in sucha customer facing industry, a view of the customer that leverages the core brand and offering in each localmarketplace is important. Sharing an industry view point, Karan A Chanana, Chairman of the AMIRA GROUPcomments- ―No longer is the world economy dominated by the United States, Europe and Japan. Countries likeChina, India and Brazil represent increasingly robust consumer markets.‖ Emerging economies will account for morethan half of global consumption by 2025, adjusted for differences in purchasing power. Emerging markets for manyproducts and services already rival those of industrialized countries. China and India together will contain 123 millionmiddle-class households–more than the total number of households in the United States—all of them potentialconsumers 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 forproducts from different parts of the globe. Today consumers are willing to experiment change and taste preferenceshave become more flexible and adaptable to new choices. This is a tremendous opportunity which provides a hugeplatform for global manufacturers like us to showcase and present the best from one’s homeland to differentcommunities. Along with Brand owners willingness to market globally, the distribution platform has also becomeaggressive in reaching out to Global Communities. Both are realizing the need of the hour where the success route isthrough localization.THE DECCAN GETS A TASTE OF THE PREMIER LEAGUE—AMIRA GURU KA GURU AT METRO HYDERABAD it was a ―Kamaal ka Promotion‖ at METRO Cash & Carry, Hyderabad with a special promotion on AMIRA Guru kaGuru Basmati 5 kgs during the entire month of February 2012. The basic objective was Brand Building as well asConsumer Awareness ensuring maximum trials of the premier AMIRA Guru Ka Guru Basmati Rice. Visitors had theopportunity to sample the flavour and purity of both vegetarian and chicken biryani prepared by master chefs from thecity using the exclusive AMIRA Guru Ka Guru Basmati Rice during the course of the promotion. The proof of thepromotion was the overwhelming response from the customers resulting in excellent sales volume with the constantring of the cash register.AMIRA GOODLENGTH DAY TO DAY BASMATI PROMOTION ATEASY DAY ACROSS INDIAAMIRA is proud of its association in the EASY DAY STAPLES MELA which commenced in the last week of March2012. AMIRA contributed with a special promotion with AMIRA Goodlength Day to Day Basmati Rice. The highlight of
the promotion was the wet-sampling activity during weekends with Biryani treats to ensure maximum trials and salesvolume. AMIRA has pride of place at all the Easy Day stores to ensure brand visibility. Easy Day also providedsupport to Brand AMIRA with special advertisement in the press, radio, catalogues, instore signages and other point-ofpurchase material.THE FRAGRANCE OF AMIRA FILLS THE AIRAT BHARTI WAL-MART HEAD OFFICEAMIR A invite for the sampling eventThe AMIR A Namkeens stall at the Amira Plant in Gurgaon The AMIR A Namkeen stall at the Corporate OfficeThe 7th of April 2012 was a day of flavour and taste of the finest of AMIRA Pure Basmati Rice at the Bharti Wal-Mart Head Office inGurgaon A total of 500 officials from both the verticals (Retail Format & Cash & Carry Format) inclusive of Top Level, Middle LevelManagement as well as Junior Level Management of Bharti Wal-Mart who tasted the flavour of AMIRA Pure Basmati Rice. Thisactivity was conducted for BRAND BUILDING as well as a Customer Relationship Management exercise. AMIRA receivedoverwhelming response from each and every associate based on the following parameters • Error Free Activity. • Entire event wasperfectly packaged. • Excellent taste. Caterers who served the packs were in exclusive AMIRA promotional attire. • The addedattaraction to the show were the display of standees near the reception and sampling of AMIRA namkeens. • The highlight of theshow was the Guest Speaker- ―The Mumbai Dabbawalah‖ who picked his sample of AMIRA biryani and truly appreciated the superbquality.GHAR KI BAATAMIRAOFFERS A WEEKEND TREAT AT ITS CORPORATE OFFICE AND PLANT ATGURGAONThe fantastic response to the AMIRA range of Namkeens in February 2012 was meant to be shared by all. As anintiative to promote the 4 variants amongst the internal customers AMIRA organised point of sale at its CorporateOffice as well as the Plant at Harsaru, Gurgaon. Members of the AMIRA family took home the entire range ofnamkeens. The special promotion on all the variants generated sales volumes as there was an incredible response tobulk purchases.GULF FOOD 2012 AMIRA MAKES ITS PRESENCEIN 4 LOCATIONsGULF FOOD 2012, the world’s largest and most influential annual trade show for the food and beverage industry,with reports of outstanding sales, unprecedented numbers of visitors, exhibitors and business transactions recordedduring the four day event. AMIRA participated actively at GULF FOOD 2012 with 4 AMIRA stalls at different locationsof the exhibition premises, namely the APEDA pavilion, at the Choithrams Stall and 2 individual stalls, one forsampling of Biryani prepared out of Amira Basmati Rice and the other one for meetings. AMIRA bagged excellentcustomer enquires from the different markets of Middle East. The samples at display were appreciated by each andevery visitor. The special attraction of the AMIRA stall for all the visitors was its newly launched range of Namkeensfor which there was positive response in terms of taste as well as high quality.A TASTE OF AMIRA AT AAHAR INTERNATIONAL -DELHI MARCH 12— 16, 2012AAHAR has been recognized as one of the leading events ofits kind in Asia.As a premier Exhibition divided into two independent shows— Food and Hospitality offers a segmented platform forshowcasing the developments and progress achieved in the processed food andhospitality sectors; through ambit of display covering products, technologiesand services, and the scope embodied by them for investment and technologyupgradation.
AMIRA seized the opportunity for Brand AMIRA and also for showcasing the newly launched range ofAMIRA IndianNamkeens, the Dry Snacks variants. At the exhibition , there was live sampling of AMIRABasmati Biryani along with a taste trial of the Dry Snacks variants and Special Trial Offers.There waravingconsumer response for both AMIRA Pure Basmati Rice and the new range of AMIRA Indian Namkeenswhich sets a positive trend to increasing a wider variety to meet customer preferences for the future.AMIRA AT HOTELYMPIA 2012 – UK 26th Feb - 1st March 2012HOTELYMPIA is the UK’s largest and most important international exhibition for the HORECA industry, and is theprincipal event for the UK’s hospitality and foodservice market, worth over £46 billion to the UK economy.HOTELYMPIA attracts more hospitality buyers than any other comparable show in the UK and provides the bestopportunity to showcase their products to the UK market. Hospitality and tourism budgets are being ramped up inanticipation of nearly 1 million people visiting the 2012 Summer Olympics, bringing an estimated £1.47 billion toLondon alone. AMIRA saw the opportunity to showcase in the city of the Olympics 2012 and participated inHOTELYMPIA 2012 to explore the business prospects in HORECA. This segment holds a tremendous potential andAMIRA displayed its wide range of Basmati and other varieties including Thai Jasmine Rice. AMIRA also showcasedthe newly launched range of Indian Namkeens to cater to the ethnic community and serve well as an accompainmentwith a pint or two at the hundreds of pubs in Britain.WAKA ! WAKA! THIS TIME AMIRA FOR AFRICAAMIRA is now available at stores at Western CapeProvince , South AfricaAMIRA has been successful in achieving excellent placements in the shelves of the topmost retail chains as well assupermarkets in South Africa. In a short span of time, AMIRA has gained customer loyalty towards premium brandswhich include AMIRA Pure Traditional Basmati Rice & AMIRA Indigo Extra Long Grain Basmati Rice. AMIRA hasmade its presence in 25 SPAR outlets. The other renowned retail chains include Elite Cash & Carry, 1-Up, Craven byCash & Carry. The supermarket and other stores include KC Fruits, Budget Supermarket, Fairfield Butchery, Kashief,Royal Ascott Superspar. AMIRA Basmati Rice is now also available at all major independent ethnic stores, smallshops, corner cafes, spice shops & catering suppliers. AMIRA has around 8 to 10 SKU’s who are doing excellent interms of business volumes.LEARNING & DEVELOPMENT―Leaping to Achieve the next milestone‖- was the theme for the Training Workshop conducted on 17thMarch 2012 at The Oberoi, Gurgaon . Learning is an integral part of Employee Development thatenhances the skill sets which could be implemented at the workplace to add value to the business. Withthis thought behind, we initiated a training platform where the thrust was to educate all the keystakeholders on the power of TEAMWORK. The key points to take home were as follows: 1) PoolingResources and Working as a Team will always beat Individual performers 2) Teamwork is specially aboutSituational Leadership (letting the person with relevant core competency for a Situation take Leadership)3) I dentify Core Competency and change the playing field to suit Core Competency 4) Some time it ishard work which pays, sometimes we have to change the Strategy and sometimes it is appropriate to doboth 5) To be Fast and Consistent 6) Compete against a Situation, Not against a rival 7) Communication
is the key 8) Importance of Giving and how it works best in a Team There was overwhelming participationfrom each and every member of TEAM AMIRA and each one got the opportunity to interactwholeheartedly and share their thoughts and ideas All material printed in this publication is the soleproperty of AMIRA PURE FOODS PRIVATE LIMITED. All printed matter contained in this newsletter isbased on information received from those featured in it. The views, ideas, comments and opinionsexpressed are solely of those featured, and the editor and publisher do not necessarily subscribe to thesame Editorial Content Courtesy: AMIRA MARCOM (Sales and Marketing Department). Printed andPublished by: AMIRA PURE FOODS PRIVATE LIMITED, 54, Prakriti Marg, M.G. Road, New Delhi -110030, INDIA.