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THE AMIRA FOODS NEWSLETTER

VOL. 21, OCT - NOV 2010 ISSUE

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MARKETING MASA A
AMIRA now @ HyperCITY
The r e ' s mor e t o dis c o v e r .

AMIRA is proud to be a part of HyperCITY. HyperCITY is a truly international shopping mall, where customers can shop in comfort in a large, modern, & exciting environment. Now customers can easily get their favorite AMIRA Basmati Rice at HyperCITY in Mumbai, Vashi, Bangalore, Amritsar, Thane, Hyderabad and Jaipur.
Store at HyperCITY

AMIRA
AMIRA Basmati Rice in association with Yamaha Motors India Ltd. presented Yamaha Fun Ride during the festive season in all 4 Bharti Walmart Best Price Stores located at Amritsar, Jalandhar, Zirakpur and Kota. It started on 15th Oct and the Lucky Draw took place on 15th Nov. One lucky winner at each store received an attractive Yamaha CRUX bike sponsored by AMIRA . The promotion really excited the customers at the stores and really helped a lot in boosting AMIRA Basmati Rice sales. The promotion boosted more trials and hence repetitive purchases. Today, AMIRA has secured a 28% share in the rice category and has achieved the No.1 position amongst all rice brands.
Amritsar winner - Sukhdev Singh Gill Zirakhpur winner - Ranjit Singh

Kota winner - Shankar Lal

Jalandar winner - Swinder Singh Veeru

AMIRAs presence in Bharti Walmarts 4 Best Price Store, KOTA

Wet sampling of AMIRA Basmati Rice took place at Bharti Walmart's Best Price Store in Kota on 13th, 14th & 15th of Nov'10. The event gave a good boost to the sales as 200 customers bought AMIRA Basmati Rice in these 3 days. The customers really relished the AMIRA Wet Sampling stall, Kota Biryani prepared with AMIRA Basmat Rice and didn't leave the wet sampling stall without purchasing AMIRA Basmati Rice. AMIRA now announces its presence in Kota, Rajasthan at Bharti Walmart's 4th Best Price Store. This store was launched on 19th September 10.

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AMIRA at Bharti Walmart, Kota

INTERNATIONAL Fla ours

AMIRA @ Buyer Seller Meet Walmart 2010: Taj Palace, New Delhi
Bharti Walmart, a joint venture between Bharti Enterprises and Walmart organized the first international buyer-seller summit in Delhi, in partnership with the Confederation of Indian Industries (CII), Government of India. The objective of the summit was to introduce Indian suppliers to global buyers aimed at making India a global sourcing hub. The summit offered a unique platform for Indian suppliers to interact with global buyers from Walmart to showcase their products with a view to export them. The buyers and suppliers interacted in special stalls which displayed their products. Some of the categories were spices, basmati rice, cashew nuts, tea, processed foods, fresh produce, shrimps and dairy products.

Karan A. Chanana, GMD (Center) / Protik Guha, ED (Right)

AMIRA FOODS was a proud participant in this prestigious event as it was as a unique opportunity to let buyers from around the world experience the superiority of AMIRA products.

Saudi Agro-Food 2010 04 - 07 October

The 17th International Trade Show for Food Products
This event provided a great opportunity for AMIRA to showcase its brands, as the 17th International Trade Show for Food Products is the leading Agro-Food event in Saudi Arabia. After more than two decades of its first appearance, the mega event still continues to attract quality exhibitors and visitors. The objective of the event was to showcase their products and network with key decision makers in the food industry. In addition, the event also educated and updated participants and attendants on the latest in the industry through the conferences that accompanied the event.
AMIRA at the 17th International Trade Show for Food Products

AMIRA @ SIAL Paris 2010

17 - 21 October
The 24th edition of 'SIAL Paris 2010' is the world's largest international food and beverage trade exhibition. With 5,500 exhibitors and over 147,000 trade-only visitors representing 188 countries serving the needs of all market segments including large-scale distribution, trading companies, import-export, wholesale distribution, speciality retail, food service as well as food manufacturing. The mega event was a perfect place for AMIRA to leverage its business opportunities and increase brand presence. It was a perfect way to showcase the world class quality product line in rice brands and commodity line for Private labeling business.

AMIRA bags 60,000 tons rice order from Bangladesh

AMIRA is proud to share its successful deal of supplying 60,000 tons of parboiled rice to Bangladesh. Through this deal AMIRA continues to explore and leverage opportunities as per its expansion strategy and will continue this growth further. The non-basmati rice will be procured from Thailand to source the consignment due to ban on export from India. Reference: ET 14th Oct, 2010

AMIRA sponsors Indian representative at the th 5 World TaekwondoPoomsae Championship, Uzbekistan

Uzbekistan hosted the 5th World Taekwondo Poomsae Championship from 8 -10th October 2010 which attracted about 500 athletes from 60 countries competing for 18 gold medals up for grabs. AMIRA sponsored the Indian representative Vipin Kalra for the championship. He has been ranked 5th and also qualifies for the Commonwealth Taekwondo Championship, Chennai in Jan 2011. We wish him best of luck for the future.
Participants of the 5th World Taekwando Poomsae Championship Vipin Kalra at the 5th World Taekwando Poomsae Championship

AMIRA captures UAE markets

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CR Safa Parle

AMIRA Brands 'Pure' and 'Good Length' placed at the stores in Dubai

The talk of the town is that AMIRA has aggressively promoted its top two brands 'AMIRA Pure' and 'AMIRA Good Length' in the UAE. The two products were prominently placed in more than 700 stores across the UAE and AMIRA plans for even better brand visibility.

AMIRA and NDTV Imagine presents Shaam-e-Iftar

AMIRA created quite a buzz during its launch in July with a cookery based campaign on NDTV Imagine called Shaam-e-Iftar. The show was highly appreciated by the audience.
Some of the testimonials are as follows: Mr Shoheb Akmal We really like all your shows and serials. Very sad such a nice cookery show was for such a small time. Shaam-e-Iftar chefs are good, especially Rawfuddin. The recipes are very nice too. My wife tried them during Iftar and especially the rice items were a great hit with our friends. We would like you to continue more shows like this. Ms Rashmi Singhania We are regular viewers of NDTV Imagine and all the serials are very nice. The new program Shaam-e-Iftar is very nice. I watched all the shows and even tried out the recipes. We liked the snacks segment and many rice dishes were very new to us. We hope you come out with such shows throughout the year.

AMIRA Associate Sponsor of MasterChef India, in the UAE

This festive season, AMIRA Pure Basmati Rice tied up with Star Plus as an Associate Sponsor for its brand new show called MasterChef with Akshay Kumar. The idea was to introduce and promote our brands in the newly launched UAE market and MasterChef hosted by Akshay Kumar gave a perfect platform to showcase the same. The show airs every Saturday and Sunday at 9PM UAE time and our ad commercial will be played during the MasterChef show and also in popular shows like Behney, Yeh Rishta Kya Kehlata Hai, Mann Kee Awaaz, Pratigya and several other shows.

All material printed in this publication is the sole property of AMIRA FOODS (INDIA) 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 FOODS (INDIA) LIMITED, 54, Prakriti Marg, M. G Road, New Delhi -110030, INDIA.
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