In 2013 the rice brand MEHNAT was introduced as an answer to the increasing demand for high quality Indian products. The choice for the rice under this brand is based upon more than 25 years of experience. Mehnat means ‘hard work’ in Urdu. The brand represents the best quality Basmati rice originating from India. The brand’s strength is its quality, that is preserved by packing the rice at the source or origin. There are three types of rice available under the MEHNAT label: MEHNAT Crown Special (with a great aroma and authentic Basmati taste), MEHNAT Super Star (extra long grain rice for special dishes) and the MEHNAT Mazza Sella (parboiled, long grain Mazza rice).