Khushboo is a leading premium basmati rice brand in the European market, manufactured at one of the largest mills in India and packed at facilities in Italy to European retail standards. Now available to Canadian wholesale buyers and major retailers through Maharaja Wholesale's Surrey distribution hub.
Source · AFT Europe / Khushboo brand owner
Source · AFT Europe
Source · AFT Europe
Khushboo on European retail shelves · AFT Europe distribution
Khushboo is owned by AFT Europe (Asian Food Trading) — partners of one of the largest millers and exporters of premium basmati from India. The Italian packing facility opened in 2003 to deliver quality and service to European clients on European retail standards.
Today Khushboo serves over 500 European retail accounts and runs private-label programs for more than 40 European brands. Italian storage capacity exceeds 250,000m². Pallets ship customs-cleared across Europe — and now, container-direct into Maharaja Wholesale's Surrey, BC hub for Western Canadian distribution.
Source · AFT Europe / BEF SRL — Khushboo brand owner
From the flagship 8.35mm 1121 to traditional Diamond and Brown. Every variety meets a 1% maximum broken grain spec and 100% sortex clean processing.
The flagship: extra-long-grain 1121 basmati. Length averages 8.35mm — among the longest in the product range.
Pack sizes
1KG · 5KG · 20KG
Khushboo's premium retail tier — Diamond. Aged for fragrance, packed in retail-ready 900g, 4.5KG, and 18KG sizes.
Pack sizes
900g · 4.5KG · 18KG
Extra-long 1121 premium basmati in retail-friendly Gold packaging. 1KG, 5KG, 10KG, and 20KG.
Pack sizes
1KG · 5KG · 10KG · 20KG
Traditional extra-long basmati for households and foodservice. 1KG, 5KG, and 20KG.
Pack sizes
1KG · 5KG · 20KG
100% riso integrale — whole-grain brown basmati. Helps maintain healthy cholesterol; low glycemic index. 1KG and 5KG.
Pack sizes
1KG · 5KG
1509 variety. Length averages 8.48mm — among the longest grain in the product range.
Pack sizes
5KG · 20KG
1401 Pusa variety — 7.9mm average grain. Traditional aroma profile.
Pack sizes
5KG · 20KG
PR 11 — 6.8mm average grain. Workhorse basmati for high-volume foodservice.
Pack sizes
20KG
Sugandha — 7.8mm average grain. Aromatic basmati at a foodservice-friendly price point.
Pack sizes
20KG
Sharbati variety — 7.1mm average grain. Aromatic profile at a competitive volume tier.
Pack sizes
20KG
Parboiled basmati — sella style. Grain holds shape under heat; preferred for biryani.
Pack sizes
5KG · 10KG · 20KG
Short-grain idly rice — for traditional South Indian idli/dosa batter. 5KG, 10KG, 20KG.
Pack sizes
5KG · 10KG · 20KG
Ponni parboiled — Tamil Nadu staple. Excellent for daily meals. 5KG, 10KG, 20KG.
Pack sizes
5KG · 10KG · 20KG
Medium-grain Sona Masoori — South Indian everyday rice. 5KG, 10KG, 20KG.
Pack sizes
5KG · 10KG · 20KG
Wheat atta, multi-grain atta, besan, specialty grain flours, pulse-based flours, and refined options. Every flour ships in 1KG, 2KG, 5KG, 10KG, and 20KG.
100% chana dal besan — the foundation flour for pakora, dhokla, and chila.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Wheat blended with millets and pulses for higher fibre and nutrition.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Stone-ground whole wheat atta — chakki fresh. The household staple.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Urad dal flour — for vada, papad, and traditional South Indian batters.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Sorghum (jowar) flour — for traditional bhakri and gluten-free baking.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
High-protein soya flour — for fortified rotis, baking, and protein supplementation.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Finger millet (ragi) flour — high in iron and calcium. For roti, porridge, and baking.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Barley flour — high-fibre alternative for traditional baking and rotis.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Roasted chickpea (chana) sattu — traditional Bihar/Jharkhand summer drink and snack base.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Moong dal flour — for halwa, namkeens, and protein-rich batters.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Fine rice flour — for kheer, dosa batter mix, and gluten-free baking.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Pearl millet (bajra) flour — winter staple in Rajasthan and Gujarat. Naturally gluten free.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Roasted semolina (sooji) — for upma, halwa, and traditional sweets.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Refined wheat flour (maida) — for naan, samosa pastry, and Indian baking.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Coarse semolina (sooji) — preferred for traditional rava idli and dhokla.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
Corn (makki) atta — for makki ki roti and traditional Punjabi winter cooking.
Pack sizes
1KG · 2KG · 5KG · 10KG · 20KG
From single-KG retail to 20KG foodservice. A dot indicates that one or more SKUs in that use-case ships in that size.
| Use case | 900g | 1KG | 2KG | 4.5KG | 5KG | 10KG | 18KG | 20KG |
|---|---|---|---|---|---|---|---|---|
| Retail | ||||||||
| Wholesale | ||||||||
| Foodservice |
Barcoded, multilingual, shelf-formatted. No re-bagging on the dock.
From 1KG retail through 20KG foodservice — flexible across your customer mix.
Italian-packed, customs-cleared into our Surrey warehouse on schedule.
Customers already know the name. Faster shelf adoption, lower marketing burden.
“Our Khushboo brand is one of the leading brands for basmati rice in Europe with presence in major multiple chains.”
AFT Europe / BEF SRL — Khushboo brand owner
Wholesale buyers: open an account to unlock pricing, lead time, and pack-size availability. Retail buyers: request the trade kit for pack visuals, spec sheets, and shelf-presentation guidance.
