Amira expands into the UAE organic market
Amira has already launched premium snacks in the India market, and its expansion into organic foods, snacks and ready-to-eat products has transformed the company into a global food brand with a presence in 27 countries, and an overall footprint in 40.
The company, which is headquartered in Dubai and listed on the New York Stock Exchange, has also set up an organic business in India.
Growing market
Karan A Chanana, Amira Group’s chairman and chief executive, explained: “The Middle East is one of the fastest growing markets in the world for natural and organic products because of increased awareness of the health benefits of going organic.
“Since we own the farms we ensure quality from the time the seeds are planted to the time it is on the shelves, and each food product can be traced back to the farm and the farmer who cultivated it.”
A total of 3,660 farmers are associated with Amira, cultivating organic food from more than 7,000 hectares of land. The company will now sell a portfolio of 85 SKUs, which include dry specialty and basmati rice, speciality ingredients, and a primary focus on ready meals and ready to cook meals in stores across the region.
In addition to the organic range push, Amira will soon launch its range of premium snacks in the region, Chanana added.
Expansion plans
Amira is one of the best known names in Basmati Rice, not only in the UAE and the Indian subcontinent but also across the Middle East, the US, Europe and South Asia. The company plans to expand Amira’s footprint to over 70 countries by 2017 from its present 40 countries.
Chanana also spoke about the recent acquisition of German company Basmati Rice, a speciality distributer of premium branded rice in its home country. Amira will use this acquisition to broaden the base of the company’s product portfolio across the European market and will bring the specialty Smoked Rice product made in Germany to the Middle East.
