East End Pure Basmati Rice is grown on the Indus River Plains of Punjab, the most fertile plains, which yield some of the world's finest agricultural produce. Indeed, the region provides the special agricultural climate required to cultivate this unique aromatic rice. The farmers in this beautiful province, have a passion for growing the finest quality Basmati Rice. This is what makes East End Basmati Rice excellent. Milled to the highest standards in the United Kingdom, our millers conduct rigorous quality checks on the produce, and it is then packed in East End 'seal fresh' bags. As a result, the natural aroma, mouth watering look and distinctive flavour of the rice are retained. We ensure that the rice is not over polished, which helps to keep the unmistakable natural flavour associated with Basmati. After all, East End are one of the few who know the secret of true Basmati.....