Why Basmati Rice is So Popular in the UK
Basmati rice isn’t just any rice—it’s prized for its fluffy texture, nutty flavour, and ability to elongate during cooking without becoming sticky. In the UK, demand has surged thanks to the multicultural food scene and health-conscious trends, as basmati is naturally gluten-free and lower in starch than some other varieties. According to industry reports, the ambient rice market saw volumes rise by 4.1% in 2025, with basmati driving much of the growth in branded products. This is partly due to bulk buying during festivals like Diwali and Ramadan, and a shift towards cost-effective dry rice amid the cost-of-living pressures.
The global basmati market itself is booming, valued at around £11.5 billion in 2025 and projected to grow steadily. In the UK, shoppers favour brands that offer authenticity, consistent quality, and value for money. Supermarket data from sites like Trolley.co.uk and Amazon highlight a mix of premium and everyday options dominating sales. Let’s break down the leaders.
The Top Best-Selling Basmati Rice Brands
Based on sales data, consumer ratings, and market analyses from 2025, here are the standout brands. We’ve focused on those with strong UK presence, often available in 1kg to 10kg bags for convenience.
1. Tilda
Tilda reigns supreme as the UK’s top-selling rice brand overall, with a particular stronghold in basmati. Founded in 1970 in London, this brand has built its reputation on sourcing premium basmati from India and Pakistan, ensuring grains that are aged for up to two years for enhanced aroma and texture. In 2025, Tilda’s volumes rose by 3.2%, with value sales up 4.3%, thanks to innovations like their Sticky Rice and Pudding Rice lines, alongside classic Pure Basmati.
Why it’s a best-seller: Brits love Tilda for its reliability—grains cook up fluffy and separate, perfect for pilafs or alongside a chicken tikka masala. It’s widely available in Tesco, Sainsbury’s, and Waitrose, with options like organic and wholegrain basmati appealing to health enthusiasts. Sustainability is a big draw too; Tilda has invested in eco-friendly farming, which resonates with environmentally conscious shoppers. Prices start at around £2 for a 1kg bag, making it accessible yet premium.
Consumer verdict: On Reddit and review sites, users praise Tilda Grand for its extra-long grains and authentic taste, often rating it above competitors.
Where to Buy: Tilda Basmati Rice 5KG
2. Laila
If Amazon best-sellers are anything to go by, Laila tops the charts for basmati rice in the UK. This brand, part of Surya Foods, saw massive growth in 2025, adding millions of kilos in volume sales. Known for its extra-long grain basmati, Laila offers varieties like Gold and Everyday, sourced from trusted Indian mills.
Why it’s a best-seller: Affordability is key— a 5kg bag often retails for under £10, ideal for families or bulk buyers. It’s a staple in Asian supermarkets and major chains like Morrisons, where it’s lauded for consistent quality and strong aroma. Laila has expanded into microwaveable pouches, tapping into the convenience trend, but its dry basmati remains the core seller.
Consumer verdict: Shoppers on Trolley.co.uk give it high marks for value, with comments like “some of the best rice I’ve ever eaten.” It’s especially popular among South Asian communities for authentic biryanis.
Where to Buy:
3. Daawat
Daawat, from LT Foods, is a premium contender that’s gained traction in the UK market. This Indian brand specialises in aged basmati, with grains that can elongate up to twice their length when cooked. Available in Extra Long and Everyday variants, it’s stocked in Tesco and ethnic stores.
Why it’s a best-seller: Its focus on quality—often aged for 1-2 years—delivers superior flavour and non-stickiness, making it a go-to for restaurant-quality dishes at home. In 2025, Daawat benefited from the premiumisation trend, where consumers seek out high-end variants like 1121 basmati. Prices hover around £3-4 per kg, but the taste justifies it.
Consumer verdict: Forums like Reddit highlight Daawat as one of the best for aroma and grain length, often recommended over supermarket own-brands.
Where to Buy:
4. India Gate
India Gate, produced by KRBL Ltd., is another heavyweight with strong export presence in the UK. Launched on Tesco shelves in 2024, it quickly became a favourite for its classic basmati, available in 5kg and 10kg packs.
Why it’s a best-seller: Reliability and heritage— the brand emphasises sustainable farming and consistent quality. It’s popular for its balanced taste, suitable for everything from pulao to fried rice. Sales are boosted by its availability in major retailers and online, with competitive pricing around £2.50 per kg.
Consumer verdict: Praised for affordability and everyday use, with positive reviews on Amazon for its nutty flavour.
Where to Buy: IndiaGate Premium Long Basmati Rice 5G pack
5. Salaam
Salaam, also from Surya Foods, ranks highly in supermarket comparisons and saw volume growth of 1.7 million kilos in 2025. This brand offers straightforward basmati in large packs, ideal for bulk buyers.
Why it’s a best-seller: Great value— a 10kg bag can cost as little as £15-20—and it’s widely available in Asda and ethnic grocers. It’s appreciated for its authenticity and cooking consistency.
Consumer verdict: Reviews emphasise its reliability, with many calling it a “happy choice” for family meals.
Where to Buy:
6. Kohinoor
Kohinoor is a long-established premium brand with a loyal following in the UK, particularly among those who prioritise extra-long grains and authentic Himalayan sourcing. Variants like Kohinoor Gold Extra Long, XXL Diamond, and Extra Flavour (often in distinctive blue or silver packaging) are widely available in 5kg and 10kg bags at Asda, Morrisons, Tesco, and specialist sites.
Why it’s popular: Kohinoor emphasises aged basmati (often matured for extended periods), resulting in superior elongation, intense aroma, and fluffy, non-sticky results—ideal for biryanis or special occasion dishes. It’s frequently recommended on UK forums like Reddit for its quality over supermarket own-brands, with many users calling it a step up for everyday premium use. Prices typically range from £15–£25 for 10kg, offering good value for the perceived luxury.
Consumer verdict: Shoppers rave about the flavour and grain length, with comments like “excellent separate grains with good flavour” on review sites. It’s a go-to for curry enthusiasts who shop at larger Asda stores or online for bulk.
Where to Buy: Kohinoor Basmati Rice 10Kg pack
7. Trophy
Trophy stands out as a reliable, high-quality option often hailed for its consistent performance and melt-in-the-mouth texture. Sourced and milled with care (sometimes in the UK), it’s available in large 10kg bags at Tesco, Sainsbury’s, and ethnic stores, with grains averaging around 7.3mm for impressive length.
Why it’s popular: Aged for at least a year, Trophy delivers fluffy, non-sticky rice with a light fragrance that’s perfect for curries, pilafs, or everyday meals. It’s praised for cooking perfectly every time—absorbing water cleanly without mess—and offering great value in bulk. Reviewers often describe it as “the best rice on the market” or superior to cheaper alternatives.
Consumer verdict: High praise on Amazon and Trolley.co.uk for its reliability and taste, with many saying it turns out “perfect” and ideal for biryani. It’s a favourite for those wanting premium results without the highest price tag.
Where to Buy: Trophy Basmati Rice 5Kg – Order Online
8. Fudco
Fudco, particularly its Dehraduni variant, is a solid choice in the UK ethnic grocery scene, known for its aromatic Indian basmati from the Himalayan foothills. Available in 2kg, 5kg, and larger packs through online Asian supermarkets and some independents.
Why it’s popular: It offers strong fragrance, long slender grains, and traditional quality at competitive prices—often seen as a good middle-ground option. It’s appreciated for traditional Indian cooking, with positive feedback on flavour and texture in bulk buys.
Consumer verdict: Reviews highlight lovely flavour and usefulness in larger quantities, though some note it’s not the absolute top-tier compared to ultra-premium brands. Many call it a reliable, tasty pick for family meals.
Where to Buy: Fudco Dehraduni Basmati Rice 5Kg
9. Pearl (White Pearl)
White Pearl (often just called Pearl) is a standout for Pakistani-origin basmati, claiming to be one of the top-selling premium Pakistani basmati brands in the UK. Sourced exclusively from West Punjab farmers and aged up to 18 months (longer than many competitors), it’s stocked in 5kg, 10kg, and even 20kg options at wholesalers, Bestway, and some supermarkets.
Why it’s popular: The extended ageing process enhances aroma, nutrients, and a milky colour (indicating less over-polishing), leading to exceptional fluffiness and flavour. It’s versatile across cuisines and boasts low broken grains for consistent quality—appealing to those who value authenticity from the “true home of basmati.“
Consumer verdict: Enthusiasts appreciate the superior taste and minimal breakage, making it a trusted choice for connoisseurs seeking premium Pakistani basmati without compromise.
Where to Buy: White Pearl Basmati Rice 10KG
10. Natco
Natco provides straightforward, pure Indian basmati that’s matured for over a year, making it a dependable everyday option. Found in 1kg, 2kg, 5kg packs (including extra-long or brown variants) at specialist shops, Sous Chef, and some major retailers.
Why it’s popular: It delivers classic fragrant, fluffy rice from Himalayan foothills at accessible prices, suiting curries, pilafs, or simple sides. It’s gluten-free and appeals to those wanting no-fuss quality without bulk extremes.
Consumer verdict: Praised for its natural aroma and reliability in home cooking, with users noting it’s a healthy, flavourful staple—especially the premium extra-long versions for biryani.
Where to Buy: Natco Indian Basmati Rice 2 KG
11. Veetee
Veetee is a major player in the UK basmati scene, frequently ranking among the most recommended and best-selling options alongside Tilda. Known for its Mega Basmati Extra Long Premium variety, it’s widely stocked in supermarkets like Tesco, Morrisons, and Asda, as well as online.
Why it’s popular: Veetee sources high-quality basmati from the Himalayan foothills, delivering extra-long grains with a delicate aroma, soft texture, and consistently fluffy, non-sticky results. It’s versatile for biryanis, pilafs, or everyday curries, and the brand excels in both dry bulk packs (e.g., 2kg to 20kg) and convenient microwaveable pouches like Dine In or Rice & Easy lines—perfect for busy British households seeking quick, restaurant-quality rice without fuss. Reviews often highlight its reliability and superior cooking performance.
Consumer verdict: Shoppers on Amazon and Reddit frequently call it “the best basmati” or “cooks perfectly every time,” with praise for the long grains, rich flavour, and ease of use. Many prefer the Mega Extra Long for special dishes, noting it’s a step above standard supermarket options and great value in larger bags.
12. Double Elephant
Double Elephant is a respected Indian-export brand with a solid niche presence in the UK, particularly among those seeking traditional Dehraduni-style basmati. It’s available in 5kg and 10kg packs through ethnic grocers, online Asian supermarkets like Hallans or A to Z Grocers, and some wholesalers.
Why it’s popular: This brand focuses on premium long-grain and extra-long basmati from Himalayan regions, offering full-flavoured, naturally fluffy textures with heart-touching aroma. Variants like Dehraduni Long Grain and Extra Long are aged for quality, ensuring elongation and separation ideal for festive biryanis, pulaos, or family meals. It’s appreciated for consistent superior taste and minimal breakage in bulk formats.
Consumer verdict: While reviews are more limited in mainstream channels, users in specialist forums and ethnic store feedback praise its authentic fragrance and reliability for traditional cooking. It’s seen as a dependable choice for those wanting heritage Indian basmati without mainstream pricing premiums.
13. Giant
Giant (sometimes appearing in searches alongside Elephant or similar bulk brands) is a value-oriented yet quality-focused option that pops up in UK ethnic and wholesale markets. It’s less ubiquitous than Veetee but holds appeal for bulk buyers seeking affordable, reliable basmati in larger packs.
Why it’s popular: Giant offers straightforward basmati with good grain length and aroma, often positioned as a practical everyday or catering choice. It’s stocked in some Asian supermarkets and online for bulk deals, providing fluffy results suitable for curries, rice dishes, or large family cooking. In a market favouring premium long grains like 1121, Giant delivers solid performance at competitive prices without heavy marketing.
Consumer verdict: Feedback tends to highlight it as a no-nonsense, budget-friendly pick with decent flavour and texture—reliable for regular use rather than ultra-premium occasions. It’s occasionally mentioned in broader discussions of value basmati brands, with users appreciating the consistency for home or small business needs.
Factors to Consider When Buying Basmati Rice
- Grain Type: Look for 1121 or Pusa varieties for extra-long grains.
- Ageing: Aged rice has better aroma; check labels for “aged” or “extra matured.”
- Organic and Sustainability: Brands like Tilda offer organic lines, aligning with UK trends towards eco-friendly products.
- Price vs. Quality: Premium brands like Daawat cost more but deliver on taste; for value, go for Laila or Salaam.
- Packaging: Opt for resealable bags to keep rice fresh.
Cooking Tips for Perfect Basmati
To get the most from your basmati, rinse thoroughly to remove starch, soak for 30 minutes, and use a 1:1.5 rice-to-water ratio. Boil gently or use a rice cooker for fluffy results. For a British twist, try it in a rice pudding or as a base for a fusion stir-fry.
Where to Buy
Online – hallans.co.uk
Not in a mood to find a local store? No problem – Hallans deliver nationwide via their website hallans.co.uk. Free deliveries are available for orders above £50.
Hallans Store – Crawley, West Sussex
Hallans (located at 63 Ifield Road, Crawley, West Sussex, RH11 7AS) is one of the most popular Asian supermarkets in the South East. It’s a go-to destination for the local South Asian community and anyone seeking authentic, high-quality ingredients at competitive prices.
They stock everything from250g retail packs up to 10kg sacks, with 1kg, 2kg, 5kg bags of the premium brands always in stock. Prices are usually £1–£3 cheaper per 10kg than Tesco or Sainsbury’s, and the staff know exactly rice to use for which recipe.
