Amira Nature Foods acquires specialty rice brands in Germany
UAE-based Amira Nature Foods has acquired a portfolio of packaged specialty rice brands from Euro Basmati in Germany for an undisclosed price.
The acquired brands include Al Amir, Al Hakim, Bano, Dalia, Hanna and Shah Pari which have primarily been sold in the ethnic channel in Germany.
The acquisition will strengthen Amira's increasing presence in the key ethnic and retail channels in Germany.
Amira chairman and CEO Karan A Chanana said: “We believe that our team can quickly leverage the strength of these brands and there continues to be many opportunities ahead for us to expand our global business in both emerging and developed markets as we look to capitalize on the strong demand and favorable industry dynamics for branded, packaged, premium specialty rice.”
Amira forayed into the German market with its December 2013 acquisition of Basmati Rice, which was later renamed as Amira Basmati Rice.
Amira Basmati Rice CEO Tobias Strerath said: “The addition of these specialty, packaged rice brands to our existing portfolio will help us strengthen our presence in the key markets of Hamburg and Berlin and creates a great opportunity to bring competitive ethnic brands to our other national and international customers.”
Amira presently sells Amira, Sadry, Atry, Sativa, Sultan and Scheherazade packaged specialty rice brands in Germany which can be found across 4,000 plus stores.
The brands are also said to be available at well-known retailers like Metro, Rewe and Edeka in Germany and neighbouring countries.
Although Amira Nature Foods is headquartered in Dubai, it has operations in India, the US, the UK, Singapore, Malaysia and Germany.
In December last year, Amira Nature Foods became one of the few rice companies from India to sell its basmati rice brands in China. Prior to this approval, China had historically did not allow exports of Indian basmati rice.
Image: Amira has acquired range of specialty rice brands in Germany from Euro Basmati. Photo: courtesy of Amira Nature Foods Ltd.