Tuesday, 29 May 2012

BRAND MISSION AND VISION


BRAND MISSION AND VISION
Running a 95 year old company, whose supply chain straddles five continents, requires an appetite for innovation and growth. Karan A. Chanana, Group Managing Director  for AMIRA Foods, India’s largest rice exporter, has displayed that he has the stomach for much of this. Since he took over the reins of the AMIRA Group, which also has interests in infrastructure, energy and special economic zones, the company has morphed from a family-run business to a professionally-managed unit.

Amira foods india limited - Good Health Brown Basmati Rice


Amira foods india limited - Good Health Brown Basmati Rice

Lite  ‘n’ right for today’s fast-paced lifestyles
·          A 100% whole grain that reduces the risk of heart diseases
·         Full of fibre that protect against a variety of cancers
·         Fibre that l also adds vitality to your body’s immune system
·         the low-Gl carb food,toward off type-|| diabetes
·         Essential nutrition for healthy digestion
·         Healthy metabolism for right-sized helpings
·         A great  aid in weight maintenance
Wish for a secret recipe that keeps you fit?
Looking to balance the stress and demands of
your lifestyle With some nutritional

 goodness?
The wait is over. introducing Amira Good
Health Brown Basmati Rice, the 100%
Wholegrain food full of health benefits-with
The distnict flavor of Basmati within.
Amira Good Health Brown Basmati rice is
Nutritious  and versatile. When cooked,each
Cup comes packed with goodness in the form
of:
v  15  vitamins and minerals
v  4grams of fibre
v  Beneficial phytonutrients,antioxidants
and other protective substances
Clinical  studies indicates that those consuming whole
Grain dietary fibres are 49% less likely to gain weight.
Just one cup of Amira Brown Basmati provides up to 885
Of the daily requirement for manganese; and the gain is
Rich in nutrients including vitamins and minerals. Make
The healthy choice and stay fit with Amira Good Health Basmati. What’s more, it’s a great aid in weight maintenance.

Amira foods india limited - Nutritional properties of brown rice

Brown rice contain three and a half times more fibre than processed rice does.
That’s a high nutritional content,and the recommended way to manage your weight.

What makes brown rice
So full of health
Unlike white rice,which is refines and
Polished,brown rice is a 100% whole grain
That’s full of the goodness of nature.Brown
Rice retains the outer kernel including the
nutritious bran coating.which is why it’s so
rich in fibre and soaked in vitamins,protein,
starch and minerals.
Rice bran also contain antioxidants inplenty. Which prevent cellular
damage and enhance our body’s immune sytem.this lower the risk
of a number of health problems including heart disease,diabetes and cancers.
and did you know,it’s the bran that imparts a soft tan colour,nut-like
flavor and hearty texture to brown rice.
 Whole grain… and a whole lot more nutrition

The chart above indicates just how much more nutritional value is present in brown
Rice,which is unprocessed and 100% whole grain.there’s much more of fibre,vitamin
E,86 and magnesium.

Brown rice also has a low Glycemic index of 55,as compared to 70 or more for
Processed rice.that’s good news to protect you from diabete

 Nutritional properties of brown rice
Brown rice contain three and a half times more fibre than processed rice does.
That’s a high nutritional content,and the recommended way to manage your weight.

What makes brown rice
So full of health
Unlike white rice,which is refines and
Polished,brown rice is a 100% whole grain
That’s full of the goodness of nature.Brown
Rice retains the outer kernel including the
nutritious bran coating.which is why it’s so
rich in fibre and soaked in vitamins,protein,
starch and minerals.
Rice bran also contain antioxidants inplenty. Which prevent cellular
damage and enhance our body’s immune sytem.this lower the risk
of a number of health problems including heart disease,diabetes and cancers.
and did you know,it’s the bran that imparts a soft tan colour,nut-like
flavor and hearty texture to brown rice.
  
 Whole grain… and a whole lot more nutrition

The chart above indicates just how much more nutritional value is present in brown
Rice,which is unprocessed and 100% whole grain.there’s much more of fibre,vitamin
E,86 and magnesium.

Brown rice also has a low Glycemic index of 55,as compared to 70 or more for
Processed rice.that’s good news to protect you from diabetes.

AMIRA FOODS INDIA LIMITED


·      The Amira Group was founded in 1915 and has evolved from Trading into Processing, Branding and Distribution of agro Commodities to become Indias largest privately held rice company.


     “The Amira Group” has attained a turnover of USD$ 300 million in the last financial year.

·      Demonstrated leadership, outstanding execution and acknowledged operating experience have earned Amirathe accreditation of Global Growth Companyfrom the World Economic Forum.

·      Our vision is Food Connect, expressed through relationships that bond people and cultures through the language of food that follows from farm to fork providing millions of people a smiling appetite across the world.

·      The company has won many Awards and Recognition as not just as an industry leader, but also for its contributions to the country's growth and economic stability.

AMIRA GROUP GENESIS AND HERITAGE


AMIRA GROUP GENESIS AND HERITAGE
1915 THE GENESIS
ORIGIN- A passion for food which began almost a century ago continues even today with an unflagging spirit of achievement and enterprise under the dynamic leadership.
In 1978 the third generation continues to strive for newer heights and widening its base under the guidance of Shri. Anil .

He enabled the company to realize the potential in the global arena and established the foundation with a prime focus on exports.


AMIRA FOODS INDIA LIMITED


AMIRA FOODS INDIA LIMITED
·      The Amira Group was founded in 1915 and has evolved from Trading into Processing, Branding and Distribution of agro Commodities to become Indias largest privately held rice company.
 


·      “The Amira Group” has attained a turnover of USD$ 300 million in the last financial year.

·      Demonstrated leadership, outstanding execution and acknowledged operating experience have earned Amira the accreditation of Global Growth Companyfrom the World Economic Forum.

·      Our vision is Food Connect, expressed through relationships that bond people and cultures through the language of food that follows from farm to fork providing millions of people a smiling appetite across the world.

·      The company has won many Awards and Recognition as not just as an industry leader, but also for its contributions to the country's growth and economic stability.



AMIRA BUSINESS DISTRIBUTION CHANNELS
Amira who heads AMIRA Foods , referring to the panel under chief economist Kaushik Basu set up by the PM to come up with quick responses to food sector price and production problems, “Minister Pawar is well clued into the sugar sector.

AMIRA BUSINESS


AMIRA BUSINESS
 AMIRA FOODS makes a case in point –he states “The AMIRA Group;  with this investment in place we are now aiming to be fully backward integrated in our Supply Chain Management.

AMIRA BASMATI BRANDS


AMIRA BASMATI BRANDS
AMIRA GOODLENGTH SLIM N SLENDER BASMATI RICE

 RECOMMENDED FOR WHITE RICE AND HOME PILAFS
 VALUE FOR MONEY BASMATI
 FOR EVERYDAY CONSUMPTION

AMIRA Only the finest by any length carries the AMIRA name


  AMIRA Only the finest by any length carries       the AMIRA name
the term Golden Rice refer to a genetically engineered, yellow-orange Rice grain that contains beta-carotene. The human body converts beta-carotene into vitamin  A . The most recently developed Golden Rice varieties, contain a gene from either maize or daffodil plants and a gene from a common soil bacterium (Erwinia). The enzyme product of these genes lead the formation of lycopene in the grain – a process completely absent from the polished rice grain – and this lycopene is then converted into beta-carotene and other Provitamin. A Carotenoids (the building blocks of vitamin A) by other enzymes found in the grain. The polished grain from the latest Golden Rice  varieties produce up to 36 micrograms per gram of beta-carotene and other provitamin. A carotene - more than a 20-fold increase from the original Golden Rice reported 5 year ago (Ye et al., 2000)2.
How can Golden Rice help improve human nutrition
Worldwide, 125 million children -Particularly those in developing countries-suffer from vitamin. Adeficiency (VAD), causing blindness (up to 500,000 per year according to the world Health Organization) and death Vietnam and Indonesia) have begun breeding this trait into varieties suitable for Asia testing in the field  in Asia and with farmer, has began in late 2006.Following the breeding work, the necessary biosafety and related requirement ,varieties suitable for  Asia could be released for more widespread the growing within a few years of the tests.
Will Golden Rice be more expensive than regular rice
The technology involved in developing Golden Rice was provided free by the inventors(Ing PotryKus, ETH-Zurich and Peter Beyer, Univ. of Freiburg) using the donation of intellectual property licenses from a number of a private companies .As a result, there will be extra cost to obtain these seeds from IRRI and use them for local purposes. Farmers may also save the seed. No company has plans to commercialize a golden Rice product in developed countries successful varieties developed by the private sector will be donated for public use.


Golden rice :-  An additional one million people die annually due to vitamine A deficiency and mainutrition. In many of these same countries ,rice is the food staple and may provide 80% or more of daily calories. Polished, white rice –contain no beta-carotene or other forms of provitamin  A, and is also a very orr source of other micronutrients (e.g. iron and Zinc). Therfor,the latest varieties of Golden Rice are expected to be a new tool - in addition to existing strategies – in helping to overcome VAD among the poor.
How much Golden Rice is require to prevent VAD 
Combined with existing dietary sources, Golden Rice is expected to have a significant impact in reducing malnutrition and premature death. It has been estimated that when the latest Golden Rice is consumed in normal amounts, along with other foods, that most of daily requirements for vitamin A could be met. Tests will soon be carried out in humans to determines the amount of vitamin a that may be derived from the beta – carotene in Golden Rice .
When will Golden Rice be available in farmers’ fields
The newest Golden Rice varieties have been developed by the private sector and are solution U.S. varieties that are not suitable as is for Asia. IRRI and other members of the Golden Rice Network (a network that involves public institutions In india, the Philippines, china, Bangladesh. 

Rice update  India’s central government had decided to allow the exportation of a premium variety of non-basmati rice, PUSA-1121, Beginning October 15, 2008
India had imposed a ban on non-basmati rice exports earlier this year to improve domestics supplies and curtail rising inflation.
According to india’s Agriculture and food Minister. Sharad  Pawar, the Indian government is planning to create a 2 million Mt wheat emergency reserve created earlier this year in the current rice marketing season, over 27.4 million MT of rice had been procures as compared to 24.966  million MT by this time last year.

Indonesia hopes to produce 40 million MT of milled rice in 2009, while maintaining its buffer stock at 3 million MT.
According to Indonesia’s Agriculture Minister Anton Apriyantono, the country was on target to achieving self-sufficiency in rice this year and is likely increase its rice production next year.
Indonesia is expected to produce 37-38 million MT of milledrice in the current year.
The Phillippines, the world’s biggest rice importer this year, may buy much less of the grain Department  of Agriculture for providing subsidies to encourage farmers to use high-yielding hybrid seeds, fertilizers and other farm input. The GMA rice program was initiated by the department to attain self-sufficiency in rice production by encouraging farmers to use of high – yielding hybrid seeds and other farm inputs.
According  to Chookiat Ophaswongse, president of the Thai Rice Exporters Association, Thailand’s rice exports may fall to 7,00,000 MT in August, the lowest so far this year.
Chookiat  added that volumes might decline further next month to around 5,00,000-6,00,000
MT as low demand for rice has started pulling down prices gradually.
Thailand has exported somewhere between 7,50,000 to 1 million Mt of rice a month for most of this year.
The Vietnamese government has suspended giving out licenses for new golf courses in an effort to maintain soil for rice cultivation and protect poor farmers. Amid Vietnam’s economics boom, rice land shrank from 4,5 million to 4.1 million hectares between 2000 and 2006 due to the growth of Indus-trial and residential areas, the Agriculture Ministry said in june.

For 2009 barring any major production problems. The Phillippines typically imports about 10% of its annual rice  requirement to fill a gap in domestic reduction and boost stocks ahead of the seasonally lean third quarter.
Under the agriculture department’s rice self-sufficiency plan, unmilled rice production is expected to reach 18.5 million MT in 2010,from a target of 17.3 million MT this year.
According to reports in the Phillippine media, The Phillippine Commission on Audit has   uncovered irregularities in a PHP218.7 million expenditure by the