Tilda does not own any farms itself in India and recognises that the only way to ensure a sustainable future for Basmati rice is to ensure that Basmati farmers receive a good price for their rice. If farmers don't get a fair price, they may switch to other types of rice or different crops altogether.

To this end, for the last 30 years Tilda has had a long-standing commitment to fair prices for Basmati farmers and operates a scheme to ensure transparency and fair-play for Basmati farmers.

During the growing season farmers can visit FACE (Tilda's Farmers Advisory Cell), a drop-in centre or call the telephone line for free advise on growing and cultivating Basmati. This is part of Tilda's wider out-reach programme that also supplies Traditional Basmati seed at no profit, and no obligation to sell the harvested crop back to Tilda.

All Basmati is purchased at open, transparent auction and expert Tilda buyers must out-bid the competition. The farmer is not obliged to accept the final hammer price and can put the Basmati up for auction again. This means that farmers always receive a good return for their high-quality crop.

Tilda partakes in a fair play coupon scheme. When the farmer chooses to accept the bid price for his Basmati, a coupon is attached to each pile ('deri') detailing the agreed price and recording the farmers details. Therefore, Tilda is able to trace all Basmati back to the farm from which it came and assured of the fair price the farmer received.