The story of Amanah begins in London’s East End, a place where generations of families, including our own, found belonging through food. Brick Lane became a symbol of that connection, and at the heart of it all was rice.

For us, rice has always been more than food. It’s the centrepiece of family gatherings, celebrations, and everyday meals. A grain woven into the rhythm of our upbringing.

Growing up, we often wondered: where does our rice really come from? Despite how familiar it felt, few brands spoke honestly about their origins or quality. That question became our mission: to bring authenticity and trust back to something so essential to our lives.

That mission led us to Uncle Mohammed Yusuf, a seasoned trader from India who shared our values. We wanted transparency for customers here; he wanted fairness for the farmers there. Together, we made a promise, to deliver nothing less than truly premium Basmati rice, grown with care and shared with honesty.

That’s why we called it Amanah — meaning trust. From field to family table, every grain carries our promise of quality, integrity, and tradition.

Today, Amanah London stands for more than great Basmati rice, it’s a celebration of heritage, partnership, and pride. Our hope is simple: that every meal made with Amanah brings people together, just as rice always has.

With gratitude and good taste - Thank you for reading
From all of us at Amanah London