Amira Group scouts for creative agency

By Rashmi Menon , afaqs!, New Delhi | In Advertising | February 06, 2013
The process is underway in Delhi.

Dubai-based packaged Indian specialty rice company Amira Nature Foods is looking for a creative agency. The company has shortlisted agencies and will decide on one soon. Apparently, three to four agencies are already in conversation with it.


Although the size of the business is unknown, the company exports Basmati rice to more than 40 countries. Amira has also forayed into ready-to-eat snacks. It is believed that the company intends to make its presence felt in a bigger way in the domestic market. The company has come out with television, radio and print ads.

Amira Nature Foods was set up by late B D Chanana in 1915. The company's leadership is currently managed by the fourth generation of the family. It launched its flagship Amira brand in 2008 and supplies products to more than 25 countries. In October 2012, the company was listed on the New York Stock Exchange. While it is headquartered in Dubai, it has offices in India, Malaysia, Singapore, UK and USA.

According to the company's website, Amira products are sold to retailers like Bharti Wal-Mart, Big Bazaar, Metro Cash and Carry, Spar, Spencer's Retail, Star Bazaar and Total in India.

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