Amira Rice – An Ode to Tradition
Premium basmati rice
brand Amira, in a delightful cook up with celebrity chef Ripu Daman Handa at
Mumbai exhibition.
by Suman Gupta
Biryani is the ultimate pièce
de résistance of many a feast. The NYSE listed Amira Specialty Food Company has
been in operations over 100 years. It generates majority of its revenue from
its premium long-grain basmati rice - surely an affirmation of the prominence
of basmati rice well established in the psyche of ordinary consumers and
professional cooks alike, while preparing Biryani and other rice dishes. This
slow-aged mature rice is cultivated at the base of the Himalayas in select
parts of India and Pakistan. Amira basmati rice is very fragrant and has a
nutty flavor, the two indispensable features of long-grained rice mentioned in
ancient texts as well. AMIRA offers an
extensive portfolio of brands that have been carefully developed to appeal to
local markets around the world. Customer tastes and expectations have been
finely segmented to deliver authentic flavor that go well with a variety of
popular cuisines.
To showcase this sophistication of Amira extra long grain
basmati rice, it participated in the food industry’s biggest international
exhibition & conference, “Annapoorna– World of Food India Mumbai” held in
Mumbai at the Bombay Exhibition Centre. Amira also
invited celebrity chef Ripu Daman Handa for a cooking session where they
discovered the flavors and tastes of different rice types of rice. Chef Ripu
created an simple yet delicious dish, which was Rice with Brinjal twist for the
audience. Also Veg Biryani, Peas pulao & one of the signature dish of Amira
the Canapes Indiano was served, which built a food connect with the people. Amira also provided a wet sample of its
Biryani . Guests were thrilled to be part of this unique
experience and it furthered their interest in gastronomy.
Amira brand commands its equity under the leadership of
fourth generation founding family of Chanana’s. Chairman Mr. Karan A Chanana
has revamped it into a contemporary global brand and won several prestigious
awards on the way. Mr. Chanana attributes this to having a “foodconnect” and a
“passion for purity” in the brand’s relationship with consumers, farmers and
communities.
Presently, Amira’s rice brand is present in 5 continents
across the globe and is projected to have a footprint in more countries by
2017.
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