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Amira wins ‘Best in-store visibility’ brand award by Aditya Birla Retail Limited

Saturday, October 31, 2015, 15:00 Hrs  [IST]
HBI Staff |New Delhi

The Amira Group, a global food brand producing specialty rice and premium organic products, was recently recognised by Aditya Birla Retail Limited (ABRL), the retail arm of the business conglomerate Aditya Birla Group, for best ‘in-store visibility’. The Best ‘Own-it’ Execution Supermarkets Award recognized Amira’s strong visibility drive in the More retail outlets, operated by ABRL.

Speaking about the award Karan A. Chanana, Chairman, Amira Group said, “We are extremely excited to receive this award from Aditya Birla Group. The award is a reflection of our ability to execute and maintain the most strategic and exciting visibility for our product range with regard to in-store placements. The recognition this award represents motivates us to continue innovating the market and creating value for both our end consumers and retail partners too.” “The team at Amira have worked hard to ensure that our in-store positioning and visibility is of the highest standard. We capitalise on the strength of our brand and use key placement opportunities to ensure the Amira brand engages and communicates with consumers. Several of our techniques been since applied by our competitors in various segments,” added Chanana.

ABRL is the fourth largest supermarket chain in India with two store formats, Supermarket and Hypermarket, under the brand More. They have 494 supermarkets and 16 hypermarkets across the country. Amira’s wide range of products have a presence in all 510 More stores across the country. The association between the two brands started in 2009 and has now expanded into various categories of Basmati rice and organic food in these stores.

The Amira Group has been aggressively strengthening its retail visibility in India. The company has already tied up with retailers on a national scale with partnerships with Big Bazaar, Metro Cash & Carry, Flipkart, Spencer’s, Reliance Fresh, Nature’s Basket, Star Bazaar, Max Spar, Hyper city and Needs, as well as online distribution through Amazon, and among others.

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