Known as the "Prince of Rice", the word 'Basmati' refers to the fragrant properties of the rice and literally translates as 'the fragrant one'. The Pure Basmati grain has long been prized for its unique cooking properties, producing delicious, fluffy rice.

Basmati is one of only a handful of rices in the world that is internationally traded and sold as a specific variety. It is a valuable and labour-intensive crop in both cultural and economic terms, commanding a premium price. This premium is because the rice can only be grown once a year, it is naturally low yielding and is a delicate plant that requires constant vigilance to ensure a healthy crop.