Rice preferences vary sharply between regions. Matching the right variety and grade to your market is one of the biggest levers an importer has on repeat sales. Here is how demand typically breaks down across KTC’s main export destinations.
Gulf & Middle East
Buyers here prize long-grain aroma and firm, separate grains for biryani and mandi. Sella (parboiled) 1121 and 1509 basmati dominate, often in branded retail packs as well as bulk for catering.
West Africa
West African markets are highly price-sensitive and volume-driven. Economical non-basmati such as IRRI-6 and PK-386, along with broken rice, move in large quantities, typically in 25kg and 50kg bags.
East Africa
East Africa blends value and quality demand. Both non-basmati long grain and mid-tier basmati (1509 Sella) sell well, with growing appetite for branded consumer packs.
Europe & North America
These markets focus on premium quality, traceability and certification. Steam and Sella 1121 basmati in retail packaging perform strongly, and buyers expect documented food-safety compliance.
Southeast Asia
Southeast Asian importers buy both premium basmati for their South-Asian diaspora and large volumes of economical long-grain and broken rice for food processing.
Matching supply to demand
The right partner helps you stock the correct mix: premium basmati for high-margin retail, economical non-basmati for volume, and broken rice for processing. As rice exporters in Pakistan with the full range under one roof, Kassam Trading Company can supply every tier and advise on packaging and pricing for your destination.
Sourcing rice from Pakistan?
Kassam Trading Company mills and exports the full range of basmati and non-basmati rice, salt and grains. Tell us your requirement and destination port.
