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Healthy Rice Villa TRADITION Fresh Gobindo Bhog Rice is One Such Aromatic Variety of Rice Popular in West Bengal. Unlike the long-grained and fluffy Basmati rice, Gobindobhog is short-grained and sticky. It is locally grown and cultivated in many areas in Bengali and is prized for its wonderful aroma. It is said that the protein content in Gobindobhog rice is absorbed much better by the body than in brown rice. Easily digestible and nourishing, this rice variant is used in Ayurveda for treating imbalances in the body. Gobindo bhog rice is also known as Jeera rice or Bhog rice across other parts of the country. It's also called Ambemohar rice in MP. One can even make khichadi, pulao, and Biryani types with this aromatic rice from Bengal. Excellent all-purpose rice for your daily cooking needs.