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Madhuri Dixit

NRI Madhuri Dixit to endorse basmati rice brand

New Delhi, March 6, 2011

Bollywood diva Madhuri Dixit will be the global brand ambassador of Bush Foods' basmati rice brand - Neesa, a company official has said.

"Madhuri Dixit will be the global face of our Neesa brand. We will soon launch a television and print campaign globally featuring her," Virkaran Awasty, chairman and managing director of Bush Foods, told reporters here Saturday.

Confirming the deal, Madhuri Dixit said: "I am delighted to be associated with Bush Foods as its global brand ambassador of Neesa classic basmati rice."

However, neither the actress nor the company officials disclosed the endorsement fee and terms of contract.

"We have allocated a significant amount for marketing and promotion," said Awasty, adding Madhuri Dixit's association with the company would boost its sales globally.

Bush Foods exports basmati rice to 28 countries globally, including the US, Australia, Singapore and New Zealand, as also Europe and the Middle East.

Awasty said the company targets a turnover of Rs.770 crore for the current fiscal.

In the name of the Neesa brand, the company sells 15 premium varieties of basmati rice in local as well as international markets.

"Pure basmati epitomises the true spirit of India and its authentic flavour. Through Neesa, we aim to offer the same authentic richness to food connoisseurs all over the world," said Awasty. ......IANS/




Madhuri Dixit