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Basmati is well renowned as the most aromatic rice all over the world. Populated urban markets are likely to accept a premium to Basmati, whom trade price is the highest for rice on all markets.
Basmati rice is a cultural heritage and deals with festive occasions of eating in Pakistan and among the immigrant community. It is of paramount importance for both Pakistani exports and domestic consumption. Punjab province represents 90.5% of overall Basmati rice production in Pakistan