• Basmati means the "prince of fragrance" or "the perfumed one" due to its unique aroma and delicately nutty taste.

• Basmati has been revered for centuries, including by Moghul Emperors

• People in Europe, America and the Middle East (in particular Saudi Arabia and Iran), are consuming more Basmati than ever before. Increased prosperity in India is also boosting demand.

• Demand for Basmati in the UK is soaring. Many British consumers use it as a vital cooking ingredient. It is the dominant rice product in the UK, accounting for nearly half of the rice consumed.