Amira Foods Private Limited, with its premium basmati brand 'AMIRA', made a big splash in Kolkata recently by reaching out to lakhs of people through its innovative engagement activities during the Durga Puja festivities.
The Durga Utsav campaign by AMIRA saw lakhs of people throng to the specially designed stall at the Durga Pujo Pandal in Ballugunj Cultural Centre, Lake View Road, Desopriyo Park, Kolkata.
AMIRA ushered in the celebrations through rice - a staple food in Bengali households and the main ingredient in most delicacies during the festival. AMIRA conceptualized several fun, one-minute contests around rice grains to engage lakhs of visitors who visited and spent quality time at the stall.
A special dance and music talent show was also organized during the festival to spot the Dhunuchi Nritya Rani and Dhaki Beats Raja. These events witnessed large participation from the visitors at the pandal and were much appreciated by the locals.
"Durga Puja in Bengal is more than just a campaign for us, it is a celebration of everything beautiful that we look forward to creating with our consumers. By partaking in the festivities, we want to be a part of their daily lives and all that makes them happy," said AMIRA Nature Foods chairman Karan Chanana.
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More than 1,000 kgs of AMIRA rice were used in the preparation of biryani which was served to over one lakh pandal visitors across four days. The stall saw a staggering four lakh footfalls across four days of the celebrations.
"The biryani sampling gave people a first-hand demonstration of our commitment to our passion for purity. This is the power of food connect which enables us to bond people and cultures across the regions" added Chanana.
In addition, more than one lakh coupons were distributed among the consumers to avail special discounts during the festive season from the retail outlets across Kolkata.
Founded in 1915, AMIRA has evolved into a leading global provider of branded and packaged Indian specialty rice, with sales in over 40 countries today. It sells basmati rice, which is a premium long-grain rice grown only in certain regions of the Indian sub-continent, under their flagship AMIRA brand as well as under other third party brands.
The headquarter of AMIRA, which sells its products primarily in emerging markets through a broad distribution network, is in Dubai. It also has offices in India, Malaysia, Singapore, the United Kingdom, and the United States.
AMIRA sells in 40 countries throughout Asia Pacific, EMEA and North America, with the brand's presence in more than 25 nations. The company plans to expand to over 70 countries by 2017. They have tied up with retail chains like Walmart, Costco, Fresh Market and TESCO.
