Home Progressive Grocer Amira Launches Gourmet basmati Rice and Plans to Expand its Footprint to...

Amira Launches Gourmet basmati Rice and Plans to Expand its Footprint to Over 70 Countries by 2017


The leading food brand, Amira Nature Foods, has launched a new premium range of gourmet basmati. The new range has been launched in golden packs with a new logo, depicting princess Amira.

The new range offers four basmati rice variants, brown basmati, traditional basmati, extra long grain and Indian basmati rice. All the variants are available in two pack sizes, 1 kg and 5 kg.

“We have transformed our packaging with uniqueness and originality that will take the consumer’s rice experience to an all new high. We are confident that our new design and packaging will reinforce AMIRA’s superiority over its competitors” says Karan Chanana, Chairman, Amira Group.

The new design has been conceptualised after an extensive research by team of international experts. According to the company, the golden packs have not only enhanced the appearance value but also ensured longer freshness of the product.

The price range of the new rice variants starts from Rs 240 per kilogram and they are available at all leading retail stores across India.

Today, the brand Amira is one of the best known names in basmati rice category, not only in the Indian sub- ontinent but also in the entire Middle East, United States of America, Europe, and South Asia. Listed on NYSE, the company has presence in 40 countries and plans to expand its foot print to over 70 countries by 2017. The brand also plans to venture into organic food, snacks and ready-to-eat food categories.