The driving force behind Veetee Rice, Moni Varma, founded the company in 1987 and from its humble origins as a producer to the ethnic market in London, Veetee Rice has developed as one of the UK's largest volume suppliers of rice to the UK grocery trade.

Although Veetee began with a modest single product line, Supreme Basmati, the portfolio has expanded to incorporate a multitude of rices which are sourced from the most fertile regions of the world to produce the highest quality products. The addition of Thai Fragrant Rice in 1996 has cemented the dedication of the company to source rice from every continent.

Veetee are unique amongst rice producers with factories in both India and Pakistan and are perfectly positioned to market Basmati to all communities under Veetee, Badshah and Ashoka brands.