Mr. Jatinder Gupta started the business in food processing industry in the year 2002 with an aim to make available to people a pure range at affordable price. Rice which is not Basmati is called Non Basmati rice. There are thousands of variety of rice available under this category. The shapes and sizes of all kinds differ. The rice under this category can be short and thick, as well as long and slender. Unlike Basmati rice, non basmati rice grains are short grains with rounded ends. As this rice is cooked, the grains fluff and become sticky. 100% broken rice is mainly used by Indians mainly in sweet dish kheer and savory dish khichdi.