I've never used Tilda rice before, but I'm considering trying it and I wonder if it's worth the cost. I usually use India Gate or whatever is on sale, which is almost half the price of Tilda for the same weight. I don't see the same level of hype for other basmati rice brands as for Tilda, but I also see a lot of criticism of the brand, people saying it gets mushy, it's flavourless, it's overpriced, etc.
Can someone shed light on why there are so many hardcore Tilda fans? Is it because a lot of people grew up with it and are used to the taste? Is it the price driving a "placebo" of sorts and raising expectations? Or is it genuinely more fragrant and better textured than other basmati rice brands?