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Amira Foods Coroporate Booklet

Amira Basmati Rice now is available in AL AIN COOPERATIVE stores in UAE. Amira Basmati that made presence in UAE Market last year, had grained its presence across all major retail formats; AL AIN Stores adds other milestones in its placement coverage.<br>https://www.amira.net<br>

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Amira Foods Coroporate Booklet

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

  2. AMIRAFOODSINDIALTD. APassion for Food 8 C ONTENT GlobalTechnology 10 Messagefrom theGMD 1 The Rewards of Excellence 12 1915 —APassion Begins 2 Connecting with theCustomer/Consumer 14 Domestic & International 16 Board of Directors 4 Private Labelling 18 The Business Landscapes 6 AMIRA Team Work 20 Group Companies &Addresses 23 AHarvest of Hope 22

  3. MTHEGROUPMANAGINGDIRECTOR ESSAGEFROM ourvisionextendswellbeyondcommoditysales.Ourrelationshipsarethemeansto bondpeopleandculturesacrosstheworldthroughthecommonlanguageof food. Thisenablesustoleverageourpositionasaleadingproducerandexporterofrice,a productthat'sstapletohalftheworld'spopulation.Thisisthepowerof‘Food Connect’. At Amira group, we are committed to improving the quality of life of the communitiesweserve.Thepracticeofreturningtosocietyevokestrustamong consumers,employees,shareholdersandthecommunity.Amiraiscommittedto protectingthisheritageofleadershipwithtrustthroughitsactivitiesinbusiness. Driven byvalues basedon theprinciples ofIntegrity, Understanding,Excellence, UnityandResponsibility.Thesevaluescontinuetodirectthegrowthandbusinessof Amiracompaniesandwillcontinuetodosoforalltimetocome.” KaranA. Chanana GROUPMANAGING DIRECTOR Bonding people and cultures across the world through the common language of food.

  4. A PASSION BEGINS... TheAMIRAGROUPwasfoundedby Late Shri. Karam Chand Chanana as a modest venture in the agro commodities tradein1915. Inherently dynamic in nature, AMIRA continues to diversify and explore new Late Shri.Karam Chand Chanana opportunities; while the past serves as inspiration,itisthepassiontogrowthepotentialthattruly excitestheAMIRAGROUP. 1978—Thesecondgenerationcontinuestostrive fornewerheightsandwideningitsbaseunder theguidanceofAnilChanana.Withthisnew thrust,heenabledthecompanytorealisethe potentialintheglobalarenaandestablished thefoundationwithaprimefocusonexports. Whilethepastservesasaninspiration,itisthe passion to grow that truly excites the AMIRA Anil Chanana GROUP.Theseedplantedalmostacenturyago,hasinspireda newgenerationthatkeepspacewiththewindsofchange,in fastchanginginternationalscenario.

  5. AMIRA BOARDOFDIRECTORS AMIRA KaranA. Chanana GROUPMANAGING DIRECTOR TManaging Director, AMIRA FOODS India akingthebusinesslegacyforward underthe stewardship of Karan A. Chanana, Group V.K. Chanana CHAIRMAN Anita Daing FINANCEDIRECTOR Limitedreceivedtheprestigiousstatusof'Global GrowthCompany'fromtheWorldEconomicForum. Vcareer.HebeganastheLabourCommissioner Apost-graduatefromJesus&MaryCollege,she irendra Kumar Chanana with an envious nitaDaingbringsover25years’experiencein Mr.KaranA.Chananahasdemonstratedhispassion for thebusiness by articulating his vision for'Food Connect'. Being a strategic thinker, he has been innovativeinhismarketingskillsandmanagesa complexsupplychainacrossfivecontinents. academic record has built an illustrious Accounts and Finance related matters. A ofUPandontothegovernmentnomineeinthe Board of Directors of giants including Hindustan PaperCorporation,HindustanCablesandNSIC. hashadanillustriouscareer. SheworkedwithYou‘n’MePvt.Ltd.,agarment exporthouseasaDirectorofAccountsandFinance. AnitahasbeenwiththeAmiraGroupsince1996. Heisknownforhissharpacumeninrecognising business opportunities. Karan A. Chanana, as a memberoftheCIS/MENACommittee,Agricultural CommitteeandHeadof AgricultureTaskForceat AfricaCommitteeofCIIandis,alsoamemberof the FICCI, APEDA and FIEO committees and recipientofnumerousawards. He was the Joint Secretary in the Ministry of Industrywhereheformulatedsmartpoliciesforthe sector.HewasalsotheCountryrepresentativeand Director of UnitedNations Industrial Development Organisation(UNIDCO). He has the responsibility of effecting the development of the private sector, investment promotion and setting up joint ventures for developingnations.Currently,heisontheboardof Mahindra&MahindraLtd. HeisaregularspeakeratforumsinIndiaandother global forums. Beyond business, his dedication stemsfromafirmbeliefingivingbacktosociety and is wholeheartedly involved in charitable causes.

  6. AMIRA THEBUSINESSLANDSCAPE AMIRA TheAmiraGrouphasspreaditsbusinessactivitiesacrossawidecanvaswithactivitiesin Infrastructure,Energy,InformationTechnologyandSEZtomentionafew. AMIRAINFRASTRUCTUREPVT.LTD. AMIRAENTERPRISESLTD. AMIRAENERGYPVT.LTD. AMIRAINFOTECHNOLOGIESPVT.LTD. AMIRASEZANDINFRASTRUCTUREPVT.LTD. AMIRAFOODSINDIALTD. AtAmiraFoods,customerexpectationsandtheirunderstandinghadinstilledasatiatinghunger forgrowth.Fromamodestbeginningandlocaltradingoperations,Amirahastodayevolvedasa nationalbrandthat'savailableacrossavarietyofretailformats. Ongoingprojectsincludethoseforforwardandbackwardintegration,fromtheprocurementof seedsandorganisingorganicfarminginitiativestoestablishingthefirstprivateagro-processing SEZunitinIndia'sBasmatiregiontherebyprovidinggreaterleverageandeconomiesofscale. Allrelationshipsarethemeanstobondpeopleandculturesacrosstheworldthroughthe commonlanguageoffood.

  7. AMIRA AMIRAFOODSINDIALTD. AMIRA APassionForFood Aforesight and vision with demonstrated leadership, outstanding miraFoodsIndiaLtd.wasawardedthestatusofGlobalGrowth CompanyfromtheWorldEconomicForum,heraldingCompany’s execution. The largest Indian privately held rice company with state-of-the-art millingtechnologiescertifiedtomeetworld-classstandards.AmiraFoods hasalwaysstressedontopofmindbrandawarenesswhichiswhythe communicationsstrategyismultiprongedtoachievemaximumresults. Understanding the consumer demographics and psychographics that enablesustodirectlyconnectwiththeconsumer.Regularmerchandising campaignsatretailoutlets,tradepromotions,consumerpromotionsand sponsorships,eventsandparticipationinnationalandinternationaltrade fairsplayapivotalroleinpromotingbrandAmira. Thebrandhasestablishedareputationforfairtradepractices.Quality products, honestpricing andtheassuranceof customersatisfaction that hasbeentheguidingphilosophytogrowthebrand. Overyears,AmiraFoods(India)Limitedhaswonnumerousawardsand recognitionofnotjustasanindustryleader,butalsoforitscontributions tothecountry'sgrowthandeconomicstability.

  8. AMIRA AMIRAFOODSINDIALTD. AMIRA GlobalTechnology AfacilitylocatedintheBasmatigrowingbeltofnorthernIndiaisone mira Foods has offices across the globe including Singapore, Malaysia, Dubai and USA.The state-of-the-art Amira production ofthelargestinthecountry. AmiraFoodsestablishedthefirstautomatedBasmatiriceplantinthe country,withtechnologyfromBUHLERofGermanywherethericegrainis untouchedbyhand.Avarietyofagro-commoditiesareexportedbyAmira FoodsIndiaLtd. QualitativeLeadership Amirahasbeenapioneerbymappingthericeindustrybusinessprocess andevolveanERPsystemonthesuccessfulBAANplatform. The core finance group of Amira continuously monitors international financial trends, keeps a watchful eye and provides timely advice on financialopportunities. The Research & Development Cell incorporates the latest proven technologytoensureperfectionandaPro-Logic-Controlsystemhandles the entire operation of the plant from one single source interlocking upstreamanddown-streamoperations. AmiraFoodsreceivedUSFDAapprovalandwithitcameinstantaccessto themostdemandingmarketsofEuropeandtheMiddleEast.

  9. AMIRA AMIRAFOODSINDIALTD. AMIRA TheRewardsofExcellence A miraGrouphasovertheyearsearnedrecognitionofnotjustan industryleader,butalsoforitscontributiontothecountry'sgrowth andeconomicstability.Recognitionsinclude: ●Recognitionasa3StarExportHousebytheMinistryofCommerce, GovernmentofIndia(2004). ●APEDAawardsinseveralcategories,includingtheprestigiousAPEDA ExportAward. ●APEDA Certificate of Merit for outstanding contribution to rice exports(1995-96). ●ExcellenceAwardfromtheUnionMinisterofStateforPowerand Non-ConventionalEnergyResources(1997). ●TopExporterAwardfromtheExecutiveDirector, CanaraBank(1995-96). ● ●FIEOAwardforpromotingExports(2000,2001-2002). ● CERTIFICATIONS ●ISO9001:2000certified ●HACCPapproved ● ●SQF2000qualitycode ● ●SGScertificateofregistrationandIPQC ● ●FDAapprovedplantandfacilities ● ●BRCCertification ● ●Certificationtousethe‘ProduceofIndia’logo

  10. AMIRA AMIRAFOODSINDIALTD. AMIRA ConnectingwiththeCustomer/Consumer Fmade. or Amira, consumer is the key and brand strategies, market positioningandcommunicationisaimedatfulfillingthepromises AmiraFoodsoperatesbyaphilosophyofglobalcoordinationandlocal execution.Thevisionistoidentifyconsumerandcustomerneedsand meet them with simple formula of ‘Triple Three’ that is Trust, Transparency, Timely Deliverables. In persuasion with its philosophy, AmiraFoodshasanongoingmonthlynewsletter-APPETIZERSthatisan horsd’oeuvrefornewsandviewsandservesasatouch-pointtobondwith employeesandtradepartners. Communication and feedback is vital to any business. We welcome comments and suggestions. Our objective is to be open to ideas and alternatesthathelpsustogrowmoreandoffermore. Themulti-prongedcustomeroutreachsystemisattheveryheartofthe Company'sbusinessandtheacidtestofanyproductorservicecomesfrom thepointofultimateconsumptionandthefeedback.

  11. AMIRA DOMESTIC&INTERNATIONAL AMIRA Athepulseofthebusiness.Theendeavouristocontinuouslyexpand miraFoodsoffersanextensiveportfolioofbrandstomeettheirlocal culinary requirements. Consumer and Customerrequirements hold and widen the product base to meet the dynamics of a demanding domesticandinternationalmarket. IntheDomesticMarket,Amirahasestablishedanetworkofover100 distributorsspanningover23statesinIndiaspreadthroughTraditionaland ModernRetailStoresandHoreca.Tocatertothisdiversemarket,thefocus isprimarilybyunderstandingtherequirementsoftheregionalaudience andofferingPureProductmixtocapturequalitydrivenmarketforthe brands. In the International Market, Amira is fast spreading its wings across countriesandthedistributionismainlyintheEthnicTrade,Mainstream and Food Services. The products currently being marketed in the internationalmarketisTraditionalBasmati,ExtraLongGrainBasmati, BrownBasmatiandPakistaniBasmati,ThaiJasmineandSonaMasoorifrom SouthofIndia. TheInternationalProductMixalsocomprises AmiraPalmOelinOilfrom Malaysia and primarily marketed in the Middle East and the AfricanContinent. TheAMIRAProduct Line is specially developed to meet the needs of its all customers. Lifestyle Rice Speciality Rice and other Products Amira PureTraditional Basmati Rice Amira Indigo Extra Long Grain Basmati Rice Amira Goodlength Basmati Rice ● AmiraThai Jasmine Amira Sona Masoori Amira Sameena Basmati Guru Ka Guru Basmati Rice Amira Palm Oelin Edible Oil ● ● ● ● ● ● • Everyday Rice • Amira Long Grain Rice • Amira SharbatiAromatic Long Grain Rice • Amira Daily Fresh Basmati Rice ● Healthy Rice Amira Good Health Basmati Rice ●

  12. AMIRA PRIVATELABELLING AMIRA TradingAcrosstheGlobe AwhichincludesRiceVarieties,PalmOilandBulkTrading. miraFoodscommandsthePrivatelabelingbusinessonagrandscale. The vertical is further segmented into independent trade lines RiceVarieties-TheexportsincludesWhiteRiceorRawRice,Traditional Basmati,PusaBasmati&1121Basmati,SellaBasmati,Traditional,Pusa& 1121SellainCreamyandGoldenformLongGrain&MediumGrainRice (Sharbati,PR-11). Besides rice, other Agro-commodities Amira Foods exports includes pulses,sesameseeds,onions,potatoes,soybeanextract,edibleoil,palm oil,sunfloweroil,yellowcorn,butteroil,wheat,wheatflour,gramflour, chilliesandavarietyofspices. PalmOil AmiraFoods(Malaysia)Sdn.Bhd.processesprimequalitypalmproductsto meetthespecificneedsoftheextensiveglobalfoodprocessingindustry. Forthecommercialandindustrialsectors,therangeincludesRBDpalm olein,RBDpalmoil,RBDpalmstearin,PFAD,vegetableghee,margarine, shortening,cocoabuttersubstitute,ice-creamdough,creaming,coating andotherspecialityfats. BulkTrading ThebulkofthetradedonebyAmiraFoodsisprimarilyofIndianwhite crystalsugar. Amiracaterstotheprivatelabelsegmentinover40countriesacrossthe globeprimarilyUSA,Africa,Europe,MiddleEastandFarEastandbusiness isconductedthroughsubsidiarieslocatedacrossfourcontinents.

  13. AMIRA TEAMWORK AMIRA Acomefirst,ratherthanresources. miraFoodshasadeeprootedphilosophy“whenyoukeeppeople happy,theywillkeepthecustomershappy”Peoplehavealways They are individuals who work with the Company rather than for the Company and realise their full potential.Amira has ingrained in each individualkeyvalueswhichinclude: HonestyandIntegrity-Personalandprofessionalintegrityare intrinsic totheworkculturetofosterthehighestethicalstandards. Conscientiousness-Notaskistoosmall;eachindividualmerits undividedattention. c Respect-Respectisnotlimitedtoseniorsandmanagers:respect superiors,subordinatesandco-workersaswell. ContinuousLearning-Weinvestinemployeetrainingandeducation, recogniseandrewardqualityperformanceandidentifyandaddress employeeneedsandexpectations. Teamwork-Cooperationisacommonmantraacrossalldepartments: weplaytoourstrengthsasateamtoachievecommongoals. Thesearetheguidingprinciplesbasedonastrongfoundationofeffective communication.Amiraholdsitselfresponsibletosupportanddemonstrate theminitsdailytasks,decisionsandinteractions. Steered bya teamof motivatedand spiritedindividuals atthehelm,the Companyfostersaworkculturethatisfulfillingandenergisingwithinan environmentthatpromotesaverticalandlateralgrowth.

  14. AMIRA AHARVESTOFHOPE AMIRA AmiraFoodshasgiventhoughtbeyondfood.It’sacommitmenttogive backtocommunitiesinwhichweoperate. AmiraFoodsiscommittedtogivingbacktosocietywhatithastakenfrom it.ItsphilanthropiccommitmentsincludefinancialaidtotheBlindSchool, buildingmindsbyconstructionofsecondaryschoolclassroomsinHarsaru, Gurgaon, providing food and shelter to homeless children and to the UnitedNations,ongoingaidfordisasterareasthroughtheBiharChief Minister’sFundforFloodReliefandfightinghungerwithricedonationsfor relieftovictimsoftheMyanmarTsunamiandKandlacyclone. Onesmallstep,butagiantleapofhopeformillions. Thisisthefaithandtheinbuiltpassionthatleads AmiraFoodstowards tomorrow.

  15. AMIRA THEAMIRAGROUP 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 GROUPCOMPANIES AMIRAINFRASTRUCTURE PVT. LTD. |AMIRAENTERPRISES LTD. |AMIRAENERGYPVT. LTD. AMIRAINFOTECHNOLOGIES PVT. LTD. |AMIRASEZAND INFRASTRUCTURE PVT. LTD. AMIRAFOODS (INDIA) LTD. Factory: 21st. Milestone,Pataudi Road, Harsaru District, Gurgaon - 123505 Haryana INDIA Ph.: 91+124+227 6472-74 Fax: 91+1124+227 6484 Web:www.amirafoods.com Corporate Office: 54, Prakriti Marg, M.G.Road, New Delhi-110030. India Ph.: 91+11+ 460 57500 Fax: 91+11+ 460 57570 Email: amirafoods@amirafoods.com Web:www.amirafoods.com Registered Office: B1/E 28, MohanCorporative Industrial Estate, MathuraRoad, New Delhi - 110044 Web:www.amirafoods.com AMIRAFOODS (INDIA) LTD. INTERNATIONALOFFICES AMIRAFOODSPTE LTD. 17 Phillip Street # 05-01 Grand Building Singapore 048695 Ph.: 65387777 / 653377 Fax: 65331144 / 65333227 Email: singapore@amirafoods.com AMIRAFOODSINC 1315, East, Saint,Andrew Pl, Suit D, SantaAna CA92705 Ph.: 7149662153 Fax: 7149662154 Email: amirarice@amirafoods.com AMIRAFOODSDMCC EmiratesTowers, Level No. 41 Sheikh Zayed Road, Dubai, UnitedArab Emirates Ph.: +97142351755 Fax: +97142351767 Email: amiradmcc@amirafoods.com AMIRAFOODS(MALAYSIA) SDN. BHD. 12B-23, Level 12B Wisma ZelanTasik Permaisuri 2 BandarTun Razak, Cheras 56000, Kuala Lumpur Email: malaysia@amirafoods.com

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