Improving water efficiency is essential for sustainable rice production and boosting rice exports of Pakistan from the current US$2 billion to US$5 billion, according to the Director of Pakistan Basmati Heritage Association (PBHA). Sheikh Adnan Aslam was speaking at ‘Khushal Kissan’ seminar arranged by the Association for promotion and preservation of basmati rice heritage of Pakistan. Hundreds of rice farmers and key members of PBHA including Chaudary Muhammad Shahzad & Raja Arsalan attended the event. Sheikh Adnan Aslam while addressing the rice farmers shared the mission & objectives of Pakistan Basmati Heritage Association (PBHA) for mitigating challenges of Basmati Rice production and action plan for promotion and preservation of Basmati rice in production and export. He said our country was facing a looming water crisis and improving water productivity in rice ecosystem is inevitable. Punjab Seed Corporation Director Malik Imtiaz advised the farmers that use of certified seed every year will serve as the foundation for increasing yield and quality of Basmati rice. He appreciated the initiative of PBHA for providing healthy and certified seed on the subsidized rate to the farmers.Chaudhry Masood Iqbal Ex-Chairman REAP emphasized that the Government should introduce new basmati varieties for ensuring rice productivity and pest resistance. Praising PBHA mission, he termed it light a ray for the rice sector of Pakistan. Imran Sheikh Coordinator PBHA highlighted the mission of PBHA and advised the basmati rice farmers to adopt global rice standard of Sustainable Rice Platform convened by UNE & IRRI for promoting resource efficiency and sustainability by ensuring food safety. Rao Muhammad Tariq Senior Manager & Head Advisory Services FFC shared his views about balance use of fertilizers and importance of potash & micronutrients in boosting rice productivity, quality and profitability. Naeem Farukh Zonal Manager North Engro Fertilizers highlighted the balanced use of fertilizers by following 4R Principles (right type, right dose, right place & right time). Tariq Maqbool, Deputy Director On-Farm Water Management briefed the participants regarding dwindling water resources of Pakistan and highlighted the importance of precision land leveling for improving water efficiency, yield & income. Dr. Tahir Hussain Awan Rice Research Institute KSK shared his experience about Direct Seeding Rice and shared the set of new technology for weed management in DSR.