The keyword here is individual preference and the quality assurance. Lacking in one of these two is already a hindrance, lacking in both will only spell disaster for business even there is a good discount. For food, this is even more obvious.
I don't know what are you talking about but in India a very good quality Basmati Rice(longer length, taste and fragrance) is of the price $3-3.5 per kg in India. So, since you guys are importing a rice variety which is considered as a patented-delicacy so it is expected that you are not going to get it in the price of ordinary rice.
I heard that Chinese waste lots of money for tasteless delicacy like "Shark fin Soup", so you are free to do what you want.