Surya Foods, the company behind almost half of the UK’s branded dry rice supply, has launched an urgent campaign with charity World Food Aid (WFA) to support families across India and Pakistan devastated by the region’s worst floods in decades. The company has also warned of impending basmati rice shortages ahead.
August floods have claimed lives and displaced more than a million people. Within hours, entire communities have lost their homes, crops, livestock and livelihoods, as floodwaters destroyed over 2.5 lakh acres of farmland in India’s Punjab state and Pakistan’s Punjab province. The crisis is expected to result in a 20–25 per cent drop in basmati rice production this year. Together, India and Pakistan supply around 97 per cent of the world’s basmati exports, with the Punjab regions contributing nearly half.
Known as the breadbasket of South Asia, the crisis carries both national and global consequences.
Basmati is the UK’s favourite rice, accounting for nearly half of national rice sales.
Speaking about the disaster, Harry Dulai, Group Chief Executive Officer of Surya Foods, said: “Our immediate priority is supporting relief efforts. Some families have lost everything overnight. Clean water is scarce and the risk of disease is rising daily. Parents are desperate, unsure how they will feed their children.”
Surya Foods’ flagship brand, Laila Basmati, is grown across the Punjab regions of both India and Pakistan. As a major exporter from the area, Surya already has teams on the ground working with World Food Aid (WFA) to deliver emergency food parcels to families.
Agriculture is the backbone of Punjab’s economy, employing a large share of its 160 million residents and the floods present a serious threat to rural livelihoods.
“Right now, our teams in India and Pakistan are distributing the first 1,500 food parcels through World Food Aid. Each parcel contains rice, flour, oil, lentils, and essentials that mean survival," said Harry. "It’s not just food for today – it’s the strength to rebuild homes, farms and futures. But the need is urgent and growing. For just £12 – the price of a takeaway – a donation can feed a family of five for an entire week.”
Impending basmati rice shortages
The floods are expected to tighten global supply and drive up prices, putting pressure on UK basmati rice availability in the year ahead.
Harry explained: “With reduced output and sustained demand, exporters may see higher prices—but consumers in importing countries will feel the impact. A global basmati shortage is highly likely. Punjab is often called the breadbasket of South Asia and its recovery is essential not just for local communities but for global food stability.”
From its base in Harwich, Surya Foods remains a family-run business, with three generations of the Dulai family involved in daily operations. Originating from India’s Punjab region, the Dulai family describe supporting the flood relief efforts as a cause deeply close to their hearts.
To donate and help families devastated by these unprecedented floods, please visit: www.worldfoodaid.org