Amira connects with customers through Biryani Festival in Noida

Amira, the premium basmati rice brand, welcomed winters with a special treat for the residents of Noida by organizing a two-day Biryani festival at the Great India Place Mall during the last weekend of November. This consumer engagement activity saw more than 20,000 people feast upon three mouth-watering varieties of Biryani prepared by an expert chef Amrita Mukherjee.

The chef prepared six different kinds of biryanis, namely Kashmiri, Hyderabadi, Awadhi, Mughlai, Bombay and Kolkata Biryani using more than 300 kilos of Amira rice. 

During the Biryani Festival, Amira engaged with the shoppers in the mall through various entertainments, contests around rice grains. The event saw thousands of people throng to the Amira stall not just to savour the flavorful biryanis made using Amira rice, but also to learn the secret recipes from the chef. Close to thousand people had registered online prior to the event to participate in all the fun activities at the stall. The picture booth at the Amira stall too added glitter to the event.

“The overwhelming response at the festival shows the trust and confidence that people have in Amira brand. We plan to continue to engage and introduce our superior quality Basmati rice to more people across the country through such interesting marketing initiatives said Karan A Chanana, Chairman & CEO of the Amira Group.

Founded in 1915, Amira has evolved into a leading global provider of branded packaged Indian specialty rice, with sales in over 60 countries.