1. T H E A M I R A G R O U P

3. AMIRA FOODS INDIA LTD.
A Passion for Food 8
C ONTENT
Global Technology 10
Message from the GMD 1
The Rewards of Excellence 12
1915 — A Passion Begins 2 Connecting with the Customer/Consumer 14
Board of Directors 4 Domestic & International 16
The Business Landscapes 6 Private Labelling 18
Team Work 20
Group Companies & Addresses 23
AMIRA
A Harvest of Hope 22

4. M ESSAGE FROM
THE GROUP MANAGING DIRECTOR
o ur 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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5. A PA 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
Late Shri. Karam Chand Chanana continues to diversify and explore new
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 Anil Chanana
passion to grow that truly excites the AMIRA
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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7. IRA
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BOARD OF DIRECTORS
AMIRA
Karan A. Chanana
GROUP MANAGING DIRECTOR
T
aking the business legacy forward under the
stewardship of Karan A. Chanana, Group
Managing Director, AMIRA FOODS India
V.K. Chanana Limited received the prestigious status of 'Global
Anita Daing
CHAIRMAN FINANCE DIRECTOR
Growth Company' from the World Economic Forum.
V
irendra Kumar Chanana with an envious
A
academic record has built an illustrious Mr. Karan A. Chanana has demonstrated his passion nita Daing brings over 25 years’ experience in
career. He began as the Labour Commissioner for the business by articulating his vision for 'Food Accounts and Finance related matters. A
of UP and on to the government nominee in the Connect'. Being a strategic thinker, he has been post-graduate from Jesus & Mary College, she
Board of Directors of giants including Hindustan innovative in his marketing skills and manages a has had an illustrious career.
Paper Corporation, Hindustan Cables and NSIC. complex supply chain across five continents.
She worked with You ‘n’ Me Pvt. Ltd., a garment
He was the Joint Secretary in the Ministry of He is known for his sharp acumen in recognising export house as a Director of Accounts and Finance.
Industry where he formulated smart policies for the business opportunities. Karan A. Chanana, as a Anita has been with the Amira Group since 1996.
sector. He was also the Country representative and member of the CIS/MENA Committee, Agricultural
Director of United Nations Industrial Development Committee and Head of Agriculture Task Force at
Organisation (UNIDCO). Africa Committee of CII and is, also a member of
the FICCI, APEDA and FIEO committees and
He has the responsibility of effecting the recipient of numerous awards.
development of the private sector, investment
promotion and setting up joint ventures for He is a regular speaker at forums in India and other
developing nations. Currently, he is on the board of global forums. Beyond business, his dedication
Mahindra & Mahindra Ltd. stems from a firm belief in giving back to society
and is wholeheartedly involved in charitable
causes.
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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.
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AMIRA INFRASTRUCTURE PVT. LTD.
4
AMIRA ENTERPRISES LTD.
4
AMIRA ENERGY PVT. LTD.
4
AMIRA INFOTECHNOLOGIES PVT. LTD.
4
AMIRA SEZ AND INFRASTRUCTURE PVT. LTD.
4 INDIA LTD.
AMIRA FOODS
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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11. IRA
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AMIRA FOODS INDIA LTD.
AMIRA
A Passion For Food
A
mira Foods India Ltd. was awarded the status of Global Growth
Company from the World Economic Forum, heralding Company’s
foresight and vision with demonstrated leadership, outstanding
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 FOODS INDIA LTD.
AMIRA
Global Technology
A
mira Foods has offices across the globe including Singapore,
Malaysia, Dubai and USA.The state-of-the-art Amira production
facility located in the Basmati growing belt of northern India is one
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 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,
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Government of India (2004).
?
?awards in several categories, including the prestigious APEDA
APEDA
Export Award.
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? Certificate of Merit for outstanding contribution to rice
APEDA
exports (1995-96).
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Excellence Award from the Union Minister of State for Power and
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Non- Conventional Energy Resources (1997).
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Top Exporter Award from the Executive Director,
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? Bank (1995-96).
Canara
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FIEO Award for promoting Exports (2000, 2001-2002).
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CERTIFICATIONS
ISO 9001:2000 certified
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?approved
HACCP
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? quality code
SQF 2000
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SGS certificate of registration and IPQC
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FDA approved plant and facilities
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BRC Certification
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Certification to use the ‘Produce of India’ logo
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AMIRA FOODS INDIA LTD.
AMIRA
Connecting with the Customer/Consumer
F
or Amira, consumer is the key and brand strategies, market
positioning and communication is aimed at fulfilling the promises
made.
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 d’oeuvre for news and views and serves as a touch-point to bond with
employees and trade partners.
Communication 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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DOMESTIC & INTERNATIONAL
AMIRA
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mira Foods offers an extensive portfolio of brands to meet their local
culinary requirements. Consumer and Customer requirements hold
the pulse of the business. The endeavour is to continuously expand
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.
Lifestyle Rice Speciality Rice and other
! Amira Pure Traditional Basmati Products
Rice !
Amira Thai Jasmine
!
Amira Indigo Extra Long Grain !
Amira Sona Masoori
Basmati Rice
!
Amira Sameena Basmati
!
Amira Goodlength Basmati Rice
Everyday Rice
!
Guru Ka Guru Basmati Rice
!
Amira Long Grain Rice
!
Amira Palm Oelin Edible Oil
!
Amira Sharbati Aromatic Long Healthy Rice
Grain Rice !
Amira Good Health Basmati
!
Amira Daily Fresh Basmati Rice Rice
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21. IRA
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PRIVATE LABELLING
AMIRA
Trading Across the Globe
A
mira Foods commands the Private labeling business on a grand scale.
The vertical is further segmented into independent trade lines
which includes Rice Varieties, Palm Oil and Bulk Trading.
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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23. IRA
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TEAMWORK AMIRA
AMIRA
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mira Foods has a deep rooted philosophy “when you keep people
happy, they will keep the customers happy” People have always
come first, rather than resources.
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:
(a) Honesty and Integrity - Personal and professional integrity are intrinsic
to the work culture to foster the highest ethical standards.
(b) Conscientiousness - No task is too small; each individual merits
undivided attention.
c
(b) Respect - Respect is not limited to seniors and managers: respect
superiors, subordinates and co-workers as well.
(d) Continuous Learning - We invest in employee training and education,
recognise and reward quality performance and identify and address
employee needs and expectations.
(e) 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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25. IRA
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A HARVEST OF HOPE
AMIRA
Amira Foods has given thought beyond food. It’s 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
Minister’s 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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26. AMIRA
THE AMIRA GROUP
54, PRAKRITI MARG, M.G. ROAD, NEW DELHI-110030. INDIA
Ph.: 91+11+ 460 57500 | Fax: 91+11+ 460 57570
Email: amira@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.
Corporate Office: 54, Prakriti Marg, Factory: 21st. Milestone, Pataudi Road, Registered Office: B1/E 28,
M.G. Road, New Delhi-110030. India Harsaru District, Gurgaon - 123505 Mohan Corporative Industrial Estate,
Ph.: 91+11+ 460 57500 Haryana INDIA Mathura Road, New Delhi - 110044
Fax: 91+11+ 460 57570 Ph.: 91+124+227 6472-74 Web: www.amirafoods.com
Email: amirafoods@amirafoods.com Fax: 91+1124+227 6484
Web: www.amirafoods.com Web: www.amirafoods.com
AMIRA FOODS (INDIA) LTD. INTERNATIONAL OFFICES
AMIRA FOODS PTE LTD. AMIRA FOODS INC AMIRA FOODS (MALAYSIA) SDN. BHD. AMIRA FOODS DMCC
17 Phillip Street 1315, East, Saint, Andrew Pl, Suit 12B-23, Level 12B Emirates Towers, Level No. 41
# 05-01 Grand Building D, Santa Ana CA 92705 Wisma Zelan Tasik Permaisuri 2 Sheikh Zayed Road, Dubai,
Singapore 048695 Ph.: 7149662153 Bandar Tun Razak, Cheras United Arab Emirates
Ph.: 65387777 / 653377 Fax: 7149662154 56000, Kuala Lumpur Ph.: +97142351755
Fax: 65331144 / 65333227 Email: amirarice@amirafoods.com Email: malaysia@amirafoods.com Fax: +97142351767
Email: singapore@amirafoods.com Email: amiradmcc@amirafoods.com
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