APPETIZING RICE CIRCULAR FOR YOU THE AMIRA FOODS NEWSLETTER VOL.

32 APRIL,2012 ISSUE Karan A Chanana Chairman Amira Group GOING GLOBAL IS A TANTALIZING PROPOSITION IN TODAYS MULTI-POLAR WORLD.WE AT AMIRA SEE OURSELVES AS GLOBALLY LOCAL" Global retailing, the sheer diversity of customers can confuse the best of brand s. Success in a global marketplace requires a fine balance of two essential capa bilitiesa global approach to the business and a local view of the customer. While building a standardized approach, it is important to have integrated back-offic e operations to secure the economies of scale that can handle the complexities o f selling in multiple markets. Even more importantly in such a customer facing i ndustry, a view of the customer that leverages the core brand and offering in ea ch local marketplace is important. Sharing an industry view point, Karan A Chana na, Chairman of the AMIRA GROUP comments- No longer is the world economy dominate d by the United States, Europe and Japan. Countries like China, India and Brazil represent increasingly robust consumer markets. Emerging economies will account for more than half of global consumption by 2025, adjusted for differences in pu rchasing power. Emerging markets for many products and services already rival th ose of industrialized countries. China and India together will contain 123 milli on middle-class householdsmore than the total number of households in the United Statesall of them potential consumers of the retail industrys products and service s. Seeing this positive trend of globalisation in the retailing industry, it has al so led to opening of newer markets for products from different parts of the glob e. Today consumers are willing to experiment change and taste preferences have b ecome more flexible and adaptable to new choices. This is a tremendous opportuni ty which provides a huge platform for global manufacturers like us to showcase a nd present the best from ones homeland to different communities. Along with Brand owners willingness to market globally, the distribution platform has also becom e aggressive in reaching out to Global Communities. Both are realizing the need of the hour where the success route is through localization. THE DECCAN GETS A TASTE OF THE PREMIER LEAGUE AMIRA GURU KA GURU AT METRO HYDERABAD it was a Kamaal ka Promotion at METRO Cash & Carry, Hyderabad with a special prom otion on AMIRA Guru ka Guru Basmati 5 kgs during the entire month of February 20 12. The basic objective was Brand Building as well as Consumer Awareness ensurin g maximum trials of the premier AMIRA Guru Ka Guru Basmati Rice. Visitors had th e opportunity to sample the flavour and purity of both vegetarian and chicken bi ryani prepared by master chefs from the city using the exclusive AMIRA Guru Ka G uru Basmati Rice during the course of the promotion. The proof of the promotion was the overwhelming response from the customers resulting in excellent sales vo lume with the constant ring of the cash register. AMIRA GOODLENGTH DAY TO DAY BASMATI PROMOTION AT EASY DAY ACROSS INDIA AMIRA is proud of its association in the EASY DAY STAPLES MELA which commenced i n the last week of March 2012. AMIRA contributed with a special promotion with A MIRA Goodlength Day to Day Basmati Rice. The highlight of the promotion was the wet-sampling activity during weekends with Biryani treats to ensure maximum tria ls and sales volume. AMIRA has pride of place at all the Easy Day stores to ensu re brand visibility. Easy Day also provided support to Brand AMIRA with special advertisement in the press, radio, catalogues, instore signages and other pointofpurchase material. THE FRAGRANCE OF AMIRA FILLS THE AIR AT BHARTI WAL-MART HEAD OFFICE

AMIR A invite for the sampling event The AMIR A Namkeens stall at the Amira Plant in Gurgaon The AMIR A Namkeen stall at the Corporate Office The 7th of April 2012 was a day of flavour and taste of the finest of AMIRA Pure Basmati Rice at the Bharti Wal-Mart Head Office in Gurgaon A total of 500 offic ials from both the verticals (Retail Format & Cash & Carry Format) inclusive of Top Level, Middle Level Management as well as Junior Level Management of Bharti Wal-Mart who tasted the flavour of AMIRA Pure Basmati Rice. This activity was co nducted for BRAND BUILDING as well as a Customer Relationship Management exercis e. AMIRA received overwhelming response from each and every associate based on t he following parameters Error Free Activity. Entire event was perfectly packaged . Excellent taste. Caterers who served the packs were in exclusive AMIRA promoti onal attire. The added attaraction to the show were the display of standees near the reception and sampling of AMIRA namkeens. The highlight of the show was the Guest Speaker- The Mumbai Dabbawalah who picked his sample of AMIRA biryani and t ruly appreciated the superb quality. GHAR KI BAATAMIRA OFFERS A WEEKEND TREAT AT ITS CORPORATE OFFICE AND PLANT AT GURGAON The fantastic response to the AMIRA range of Namkeens in February 2012 was meant to be shared by all. As an intiative to promote the 4 variants amongst the inte rnal customers AMIRA organised point of sale at its Corporate Office as well as the Plant at Harsaru, Gurgaon. Members of the AMIRA family took home the entire range of namkeens. The special promotion on all the variants generated sales vol umes as there was an incredible response to bulk purchases. GULF FOOD 2012 AMIRA MAKES ITS PRESENCEIN 4 LOCATIONs GULF FOOD 2012, the worlds largest and most influential annual trade show for the food and beverage industry, with reports of outstanding sales, unprecedented nu mbers of visitors, exhibitors and business transactions recorded during the four day event. AMIRA participated actively at GULF FOOD 2012 with 4 AMIRA stalls at different locations of the exhibition premises, namely the APEDA pavilion, at t he Choithrams Stall and 2 individual stalls, one for sampling of Biryani prepare d out of Amira Basmati Rice and the other one for meetings. AMIRA bagged excelle nt customer enquires from the different markets of Middle East. The samples at d isplay were appreciated by each and every visitor. The special attraction of the AMIRA stall for all the visitors was its newly launched range of Namkeens for w hich there was positive response in terms of taste as well as high quality. A TASTE OF AMIRA AT AAHAR INTERNATIONAL DELHI MARCH 12 16, 2012 AAHAR has been recognized as one of the leading events of its kind in Asia. As a premier Exhibition divided into two independent shows Food and Hospitality offers a segmented platform for showcasing the developments and progress achieved in the processed food and hospitality sectors; through ambit of display covering products, technologies and services, and the scope embodied by them for investment and technology upgradation. AMIRA seized the opportunity for Brand AMIRA and also for showcasing the newly l aunched range of AMIRA IndianNamkeens, the Dry Snacks variants. At the exhibitio n , there was live sampling of AMIRA Basmati Biryani along with a taste trial of the Dry Snacks variants and Special Trial Offers.There waraving consumer respon se for both AMIRA Pure Basmati Rice and the new range of AMIRA Indian Namkeens which sets a positive trend to increasing a wider variety to meet customer prefe rences for the future.

AMIRA AT HOTELYMPIA 2012 UK 26th Feb - 1st March 2012 HOTELYMPIA is the UKs largest and most important international exhibition for the HORECA industry, and is the principal event for the UKs hospitality and foodserv ice market, worth over 46 billion to the UK economy. HOTELYMPIA attracts more hos pitality buyers than any other comparable show in the UK and provides the best o pportunity to showcase their products to the UK market. Hospitality and tourism budgets are being ramped up in anticipation of nearly 1 million people visiting the 2012 Summer Olympics, bringing an estimated 1.47 billion to London alone. AMI RA saw the opportunity to showcase in the city of the Olympics 2012 and particip ated in HOTELYMPIA 2012 to explore the business prospects in HORECA. This segmen t holds a tremendous potential and AMIRA displayed its wide range of Basmati and other varieties including Thai Jasmine Rice. AMIRA also showcased the newly lau nched range of Indian Namkeens to cater to the ethnic community and serve well a s an accompainment with a pint or two at the hundreds of pubs in Britain. WAKA ! WAKA! THIS TIME AMIRA FOR AFRICA AMIRA is now available at stores at Western Cape Province , South Africa AMIRA has been successful in achieving excellent placements in the shelves of th e topmost retail chains as well as supermarkets in South Africa. In a short span of time, AMIRA has gained customer loyalty towards premium brands which include AMIRA Pure Traditional Basmati Rice & AMIRA Indigo Extra Long Grain Basmati Ric e. AMIRA has made its presence in 25 SPAR outlets. The other renowned retail cha ins include Elite Cash & Carry, 1-Up, Craven by Cash & Carry. The supermarket an d other stores include KC Fruits, Budget Supermarket, Fairfield Butchery, Kashie f, Royal Ascott Superspar. AMIRA Basmati Rice is now also available at all major independent ethnic stores, small shops, corner cafes, spice shops & catering su ppliers. AMIRA has around 8 to 10 SKUs who are doing excellent in terms of busine ss volumes. LEARNING & DEVELOPMENT Leaping to Achieve the next milestone- was the theme for the Training Workshop con ducted on 17th March 2012 at The Oberoi, Gurgaon . Learning is an integral part of Employee Development that enhances the skill sets which could be implemented at the workplace to add value to the business. With this thought behind, we init iated a training platform where the thrust was to educate all the key stakeholde rs on the power of TEAMWORK. The key points to take home were as follows: 1) Poo ling Resources and Working as a Team will always beat Individual performers 2) T eamwork is specially about Situational Leadership (letting the person with relev ant core competency for a Situation take Leadership) 3) I dentify Core Competenc y and change the playing field to suit Core Competency 4) Some time it is hard w ork which pays, sometimes we have to change the Strategy and sometimes it is app ropriate to do both 5) To be Fast and Consistent 6) Compete against a Situation, Not against a rival 7) Communication is the key 8) Importance of Giving and how it works best in a Team There was overwhelming participation from each and ever y member of TEAM AMIRA and each one got the opportunity to interact wholehearted ly and share their thoughts and ideas All material printed in this publication i s the sole property of AMIRA PURE FOODS PRIVATE LIMITED. All printed matter cont ained in this newsletter is based on information received from those featured in it. The views, ideas, comments and opinions expressed are solely of those featu red, and the editor and publisher do not necessarily subscribe to the same Edito rial Content Courtesy: AMIRA MARCOM (Sales and Marketing Department). Printed an d Published by: AMIRA PURE FOODS PRIVATE LIMITED, 54, Prakriti Marg, M.G. Road, New Delhi -110 030, INDIA.