Dubai - Decypha: Amira Nature Foods Ltd, a leading global provider of branded, packaged specialty rice, announced on 8th of March its acquisition of a portfolio of packaged specialty rice brands, according to a company statement.
Acquired brands include Al Amir, Al Hakim, Bano, Dalia, Hanna and Shah Pari brands from Euro Basmati GmbH in Germany. These brands are well known for their authenticity and have primarily been sold in the ethnic channel in Germany.
“We are pleased to announce this strategic and complementary acquisition,' commented Karan A Chanana, Amira's Chairman and Chief Executive Officer. “We believe that our team can quickly leverage the strength of these brands and there continues to be many opportunities ahead for us to expand our global business in both emerging and developed markets as we look to capitalize on the strong demand and favorable industry dynamics for branded, packaged, premium specialty rice.”
Tobias Strerath, CEO of Amira Basmati Rice added, “The addition of these specialty, packaged rice brands to our existing portfolio will help us strengthen our presence in the key markets of Hamburg and Berlin and creates a great opportunity to bring competitive ethnic brands to our other national and international customers.”
Amira first entered the German market through its acquisition of Amira Basmati Rice in December 2013. The Company currently sells its Amira, Atry, Sadry, Sativa, Scheherazade and Sultan brands into more than 4,000 stores and leading retailers such as Edeka, Metro and Rewe in Germany and in neighboring European countries. The Company primarily sells Basmati rice, which is a premium long-grain rice grown only in the geographically indicated region of the Indian sub-continent, under its flagship Amira brand as well as under other third party brands. Amira sells its products through a broad distribution network in both the developed and emerging markets. The Company's global headquarters are in Dubai, United Arab Emirates, and it also has offices in India, Malaysia, Singapore, Germany, the United Kingdom, and the United States.
By Decypha Editorial Team
