Business Daily from THE HINDU group of publications
Tuesday, Jul 18, 2006
Business Daily from THE HINDU group of publications Tuesday, Jul 18, 2006 |
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Marketing
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Brands Agri-Biz & Commodities - Rice Corporate - Outlook Amira Foods enters domestic branded basmati segment Debdatta Das
New Delhi , July 17 The Rs 300-crore Amira Foods Ltd is entering the domestic branded basmati rice market. "We plan to launch `Amira' brand in the domestic market soon. Within the next two years we plan to clock Rs 90-100 crore, selling up to 45,000 tonnes of basmati in the domestic market," said Mr Karan Chanana, Managing Director, Amira Foods (India) Ltd (AFL), whose company is among the country's top basmati exporters with annual volume of 55,000 tonnes.
Brand building
Over the next three years, AFL plans to spend Rs 65 crore on capital expansion and brand building for its domestic foray. The domestic basmati market is estimated at around 12 lakh tonnes (lt), of which the branded segment (head rice) is 6 lt . The main players are Satnam Overseas Ltd (Kohinoor) and LT Overseas (Dawat), with 38 per cent and 23 per cent market share respectively. While Satnam and LT Overseas are also exporters, their main business, however, comes from domestic branded sales.
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