A senior delegation from the Rice Exporters Association of Pakistan (REAP) has visited Surya Foods' headquarters in Harwich, highlighting the company's role in bringing premium Pakistani basmati rice to UK consumers and reinforcing trade links between the two countries.
The visit on Tuesday (4 August) formed part of REAP's official UK trade programme, which began with a reception at the Pakistan High Commission in London hosted by Pakistan's newly appointed high commissioner to the UK, Tipu Usman.
The delegation met Surya Foods' leadership team to discuss opportunities for further growth in the UK basmati rice market.
Surya Foods said it now accounts for 57 per cent of the UK's branded dry rice market by volume through brands including Laila, Salaam and Mai Thai, all of which rank among the UK's top 10 dry rice brands [Nielsen, 52 weeks to April 2026]. The company added that its Laila and Mai Thai brands recently received Taste Gold Awards.
REAP, which represents hundreds of Pakistani rice exporters, has worked closely with Surya Foods for many years to promote Pakistani basmati rice in the UK, one of Pakistan's most important export markets for the premium grain.
Surya Foods founder and group chairman Kewal Dulai said the company's success had been built on long-standing relationships with farmers in Pakistan.
“Our business has only been possible because of the close partnerships we've built with farmers in Pakistan over many years. It was a pleasure to welcome the REAP delegation to Harwich and show them how those relationships have grown into one of the UK's largest rice businesses,” he said.
Dulai said he continues to spend each harvest season in Punjab, visiting rice markets and overseeing the sourcing of new crops for the company's Laila brand. The basmati rice is matured for a year in India and Pakistan before being exported to the UK.
Reflecting on the development of the sector, he added that when he first began visiting the region, many farmers struggled to make basmati cultivation commercially viable because producing high-quality rice required significant expertise.
“In those days, if you could smell basmati cooking, it meant someone very special was coming for dinner,” he said.
Harry Dulai, group chief executive of Surya Foods, said consumer preferences in Britain had changed significantly since the company launched the Laila brand in the 1990s.
“When we launched Laila in the 1990s, most British households were still buying American long grain rice. Today, basmati has become the nation's favourite, reflecting how British consumers have fallen in love with this aromatic grain,” he said.
“That growth has only been possible because of the expertise of farmers in Pakistan and the strong partnerships we've built with them over many years. We're proud of the role we've played in helping introduce authentic basmati to millions of households across the UK.”
The visit also included a lunch for the delegation at The George Hotel in Colchester, part of Surya Hotels, a sister company to Surya Foods.