Amira Foods India, producers and distributors of Amira brand of Basmati rice, will expand their distribution network pan-India to reach out all segments of the trade in India. Currently, the company has almost 100 distributors and sales staff across the country.
According to Rajesh Nangroo, vice president – sales & marketing, Amira Foods India, the company would focus on enhancing their distribution in HORECA (Hotel Restaurants & Catering) segment in the future. Nangroo was speaking to Hospitality Biz on the sidelines of the three-day food festival, which was organised by Amira Foods India jointly with DLF Club in Gurgaon recently.
In the HORECA segment, Amira is the exclusive distributors of Basmati for Pride Hotels and hotels like Radisson Pune and major clubs and restaurants in the National Capital Region (NCR) Delhi, informed Nangroo. He said, “Major hotels have annual contract system and we will participate in the tendering system of these hotels from next year.” However, he informed that the hotel industry in the country is not organised like in other countries and still depend on general trade in a big way.
He also said, “The Indian market is slowly changing from commodity to packaged rice. Branding is yet to evolve in the market. Hence, we feel that we are here at the right time.”
Amira has launched their branded distribution in the domestic market almost a year ago and have rice varieties to cater to all segments of consumers. These include Amira Pure Basmati, Amira Indigo Basmati, Amira Good Length and Amira Good Health Brown Basmati. These varieties are available in one kg, five kg, 10 kg and 25 kg packing.
According to Rajesh Nangroo, vice president – sales & marketing, Amira Foods India, the company would focus on enhancing their distribution in HORECA (Hotel Restaurants & Catering) segment in the future. Nangroo was speaking to Hospitality Biz on the sidelines of the three-day food festival, which was organised by Amira Foods India jointly with DLF Club in Gurgaon recently.
In the HORECA segment, Amira is the exclusive distributors of Basmati for Pride Hotels and hotels like Radisson Pune and major clubs and restaurants in the National Capital Region (NCR) Delhi, informed Nangroo. He said, “Major hotels have annual contract system and we will participate in the tendering system of these hotels from next year.” However, he informed that the hotel industry in the country is not organised like in other countries and still depend on general trade in a big way.
He also said, “The Indian market is slowly changing from commodity to packaged rice. Branding is yet to evolve in the market. Hence, we feel that we are here at the right time.”
Amira has launched their branded distribution in the domestic market almost a year ago and have rice varieties to cater to all segments of consumers. These include Amira Pure Basmati, Amira Indigo Basmati, Amira Good Length and Amira Good Health Brown Basmati. These varieties are available in one kg, five kg, 10 kg and 25 kg packing.
Source:ImagesFood
