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 Shrutee K/DNS

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 from September 22-24, 2016. 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 on September 22 and 24. 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.