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 (Pvt) Ltd 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, https://amirice.com/international-brands/