1) The document discusses Amira Foods' efforts to expand globally and locally by balancing a global approach with an understanding of local customers. 2) It highlights Amira's promotions and marketing activities in various countries and regions, including promotions in India, South Africa, and the UK to raise brand awareness and trial sales of its rice and snacks. 3) It also covers Amira's training initiatives for employees to enhance teamwork, communication, and skills to add value to the business.

1. APPETIZING RICE CIRCULAR FOR YOU
THE AMIRA FOODS NEWSLETTER
VOL.32 APRIL,2012 ISSUE
Karan A Chanana
Chairman Amira Group
―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.
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 ka
Guru Basmati 5 kgs during the entire month of February 2012. The basic objective was Brand Building as well as
Consumer Awareness ensuring maximum trials of the premier AMIRA Guru Ka Guru Basmati Rice. Visitors had the
opportunity to sample the flavour and purity of both vegetarian and chicken biryani prepared by master chefs from the
city using the exclusive AMIRA Guru Ka Guru Basmati Rice during the course of the promotion. The proof of the
promotion was the overwhelming response from the customers resulting in excellent sales volume with the constant
ring of the cash register.
AMIRA GOODLENGTH DAY TO DAY BASMATI PROMOTION AT
EASY DAY ACROSS INDIA
AMIRA is proud of its association in the EASY DAY STAPLES MELA which commenced in the last week of March
2012. AMIRA contributed with a special promotion with AMIRA Goodlength Day to Day Basmati Rice. The highlight of

2. the promotion was the wet-sampling activity during weekends with Biryani treats to ensure maximum trials and sales
volume. AMIRA has pride of place at all the Easy Day stores to ensure brand visibility. Easy Day also provided
support to Brand AMIRA with special advertisement in the press, radio, catalogues, instore signages and other point-
ofpurchase material.
THE FRAGRANCE OF AMIRA FILLS THE AIR
AT BHARTI WAL-MART HEAD OFFICE
AMIR A invite for the sampling event
The AMIR A Namkeens stall at the Amira Plant in Gurgaon The AMIR A Namkeen stall at the Corporate Office
The 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 in
Gurgaon A total of 500 officials from both the verticals (Retail Format & Cash & Carry Format) inclusive of Top Level, Middle Level
Management as well as Junior Level Management of Bharti Wal-Mart who tasted the flavour of AMIRA Pure Basmati Rice. This
activity was conducted for BRAND BUILDING as well as a Customer Relationship Management exercise. AMIRA received
overwhelming response from each and every associate based on the following parameters • Error Free Activity. • Entire event was
perfectly packaged. • Excellent taste. Caterers who served the packs were in exclusive AMIRA promotional attire. • The added
attaraction to the show were the display of standees near the reception and sampling of AMIRA namkeens. • The highlight of the
show was the Guest Speaker- ―The Mumbai Dabbawalah‖ who picked his sample of AMIRA biryani and truly appreciated the superb
quality.
GHAR KI BAATAMIRA
OFFERS A WEEKEND TREAT AT ITS CORPORATE OFFICE AND PLANT AT
GURGAON
The fantastic response to the AMIRA range of Namkeens in February 2012 was meant to be shared by all. As an
intiative to promote the 4 variants amongst the internal customers AMIRA organised point of sale at its Corporate
Office as well as the Plant at Harsaru, Gurgaon. Members of the AMIRA family took home the entire range of
namkeens. The special promotion on all the variants generated sales volumes as there was an incredible response to
bulk purchases.
GULF FOOD 2012 AMIRA MAKES ITS PRESENCEIN 4 LOCATIONs
GULF 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 recorded
during the four day event. AMIRA participated actively at GULF FOOD 2012 with 4 AMIRA stalls at different locations
of the exhibition premises, namely the APEDA pavilion, at the Choithrams Stall and 2 individual stalls, one for
sampling of Biryani prepared out of Amira Basmati Rice and the other one for meetings. AMIRA bagged excellent
customer enquires from the different markets of Middle East. The samples at display were appreciated by each and
every visitor. The special attraction of the AMIRA stall for all the visitors was its newly launched range of Namkeens
for 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, 2012
AAHAR has been recognized as one of the leading events of
its kind in Asia.
As a premier Exhibition divided into two independent shows
— Food and Hospitality offers a segmented platform for
showcasing the developments and progress achieved in the processed food and
hospitality sectors; through ambit of display covering products, technologies
and services, and the scope embodied by them for investment and technology
upgradation.

3. AMIRA seized the opportunity for Brand AMIRA and also for showcasing the newly launched range of
AMIRA IndianNamkeens, the Dry Snacks variants. At the exhibition , there was live sampling of AMIRA
Basmati Biryani along with a taste trial of the Dry Snacks variants and Special Trial Offers.There waraving
consumer response for both AMIRA Pure Basmati Rice and the new range of AMIRA Indian Namkeens
which 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 2012
HOTELYMPIA is the UK’s largest and most important international exhibition for the HORECA industry, and is the
principal 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 best
opportunity to showcase their products to the UK market. Hospitality and tourism budgets are being ramped up in
anticipation of nearly 1 million people visiting the 2012 Summer Olympics, bringing an estimated £1.47 billion to
London alone. AMIRA saw the opportunity to showcase in the city of the Olympics 2012 and participated in
HOTELYMPIA 2012 to explore the business prospects in HORECA. This segment holds a tremendous potential and
AMIRA displayed its wide range of Basmati and other varieties including Thai Jasmine Rice. AMIRA also showcased
the newly launched range of Indian Namkeens to cater to the ethnic community and serve well as an accompainment
with a pint or two at the hundreds of pubs in Britain.
WAKA ! WAKA! THIS TIME AMIRA FOR AFRICA
AMIRA is now available at stores at Western Cape
Province , South Africa
AMIRA has been successful in achieving excellent placements in the shelves of the topmost retail chains as well as
supermarkets in South Africa. In a short span of time, AMIRA has gained customer loyalty towards premium brands
which include AMIRA Pure Traditional Basmati Rice & AMIRA Indigo Extra Long Grain Basmati Rice. AMIRA has
made its presence in 25 SPAR outlets. The other renowned retail chains include Elite Cash & Carry, 1-Up, Craven by
Cash & 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, small
shops, corner cafes, spice shops & catering suppliers. AMIRA has around 8 to 10 SKU’s who are doing excellent in
terms of business volumes.
LEARNING & DEVELOPMENT
―Leaping to Achieve the next milestone‖- was the theme for the Training Workshop conducted on 17th
March 2012 at The Oberoi, Gurgaon . Learning is an integral part of Employee Development that
enhances the skill sets which could be implemented at the workplace to add value to the business. With
this thought behind, we initiated a training platform where the thrust was to educate all the key
stakeholders on the power of TEAMWORK. The key points to take home were as follows: 1) Pooling
Resources and Working as a Team will always beat Individual performers 2) Teamwork is specially about
Situational 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 is
hard work which pays, sometimes we have to change the Strategy and sometimes it is appropriate to do
both 5) To be Fast and Consistent 6) Compete against a Situation, Not against a rival 7) Communication

4. is the key 8) Importance of Giving and how it works best in a Team There was overwhelming participation
from each and every member of TEAM AMIRA and each one got the opportunity to interact
wholeheartedly and share their thoughts and ideas All material printed in this publication is the sole
property of AMIRA PURE FOODS PRIVATE LIMITED. All printed matter contained in this newsletter is
based on information received from those featured in it. The views, ideas, comments and opinions
expressed are solely of those featured, and the editor and publisher do not necessarily subscribe to the
same Editorial Content Courtesy: AMIRA MARCOM (Sales and Marketing Department). Printed and
Published by: AMIRA PURE FOODS PRIVATE LIMITED, 54, Prakriti Marg, M.G. Road, New Delhi -110
030, INDIA.