Besides being used as a 'salt substitute', adding about 1 teaspoon of white vinegar while cooking white rice makes it fluffy and extra white.
 
 

White Rice

Mahatma is America's favorite long grain rice. For over 93 years, Riviana Foods Inc. has been packaging and marketing rice for the U.S. consumer. Known for its consistent high quality, Mahatma rice is the preferred brand among many families. Mahatma rice is available in a variety of sizes from 1lb. to 20lb. It's easy to prepare, economical, versatile, and a healthy complement to any meal.

Mahatma rice is grown in the U.S.A. and is Kosher approved. Families can trust Mahatma to cook into fluffy white rice. Mahatma rice is naturally sodium free, cholesterol free, and fat free.

The Mahatma brand of rice was introduced in 1932. Having many of the table characteristics of the India Patna, it was named "Mahatma" which means "outstanding" or "superior" in character. The Genie character was first used in an advertising campaign and called "Little Man." It became a registered trademark for the Mahatma brand in February 1955.