The overall market size of the Malaysian rice industry stands at about RM5 billion per annum. This includes all rice types. Of this market size, the local white rice category commands a hefty 60% of the volume.  The leaning of consumers towards the local varieties reflects the level of comfort they have on local white rice which are more affordable because of its pricing that is regulated by the government.

Local white rice is divided into various sub-categories, with 5, 10 and 15 percent broken-rice categories. They are marked by a purple band. The various levels of broken rice inside a pack reflects the quality and flavour of the rice. Usually the higher the level the less enjoyable it becomes.