Amira Foods India Ltd, a retailer of basmati rice, has tied up with UAE-based Choithrams, which has associates in diverse fields including wholesale, commodity brokerage and the manufacturer of edible and non edible items. Amira Foods India will now foray into the UAE market with this strategic collaboration. Choithrams will distribute and place Amira premium Basmati brands — Amira Pure Basmati Rice- Traditional Basmati, Amira Indigo Extra long Grain Basmati Rica and Amira Good length Basmati Rice in the UAE market.
According to the company release, Karan A Chanana, Group MD, Amira Group said, "Basmati is interwoven into cultural ethos of our country, a nature given gift of Indian sub-continent. Representing the heritage of Indian Rich royal cuisine, we see exponential growth in the Middle East as it has a refined culture. We also foresee a successful venture in this tie up as visitors from all over the world visit Dubai."
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