Company Profile
Introduction
The story of the Amir Rice Mills begins with the founder Mian Abdul Rashid and dates all the way back to 1965. It was around that time he bought an ordinary traditional rice husking machine and by 1982 he had expanded by adding new machinery of paddy husking and milling with husk fire type paddy dryers to create what is today known as Amir Rice Mills.
Amir Rice Mills which was established in 1982 at Kamoke, Dist.: Gujranwala, Pakistan, from the very beginning had a very clear objective of attaining and maintaining perfection in rice processing and ensuring ultimate satisfaction of its customers, At Amir Rice Mills, the end game for developing good corporate strategy is to make our business more valuable, by establishing clear pathways for sustainable profitable growth that helps build fundamental intrinsic value. Over the years, we have performed consistently across both economic and commodity cycles.
Our Journey
To achieve this, our team had to be innovative in every aspect of the marketing mix, including positioning, packaging, distribution and communication. This, no doubt, was a costly exercise, but turned out to be the right investment in the longer term. Amir Rice Mills’ per annum export of rice is about Rs.3000 million, exporting to countries such as: Muscat, Kuwait, Bahrain, Dubai, Abu Dhabi, Saudi Arabia, New Zealand, United Kingdom, Australia, France, Canada, Italy, USA and Sweden. Today Amir Rice Mills brands "Safeena", Classic 1121", "Mehak", "Jhalak", "Rozana", "Shahi Tukra", "Daigi" are internationally recognized brands sold all over North America, Middle East and other markets such as Africa and Europe,
This just shows how far we have come in such a short span of time. Our business model creates value by meeting the needs of consumers, developing mutually beneficial long serving relationships with our customers and achieving cost leadership through procurement efficiencies. Delivering high quality, great tasting products for our customers and consumers is critical to the success of our organization. Strict quality management processes ensure our products meet the highest stringent quality and safety requirements of the food industry. Amir Rice Mills is dedicated to up holding its tradition of excellence and remaining the premier exporter of Basmati rice worldwide
Our Vision
"To be the world’s leading Rice Mills admired by our people, product and performance"
Our Mission
Our mission is to make the world aware of the actual taste and aroma of pure basmati rice. Our beliefs are our greatest strengths and have contributed immensely in helping us emerge as one of the world’s best basmati rice mills and exporters. Taking forward the legacy of basmati rice in Pakistan, our beliefs have reinforced us through the last century and more.