Rice is the one purchase a Bangladeshi household makes every month without fail, and the difference between a good sack and a poor one is rarely visible through the packaging.
Start with the grain itself. Whole, evenly sized grains suggest careful milling; a high proportion of broken grains means the sack will cook unevenly.
Smell matters as much as sight. Fresh rice carries a faint sweetness. A musty note means it has been stored damp, and no amount of washing will remove it.
Check the harvest date rather than the packing date. Rice keeps well, but aroma fades, and aged rice behaves differently in the pot.
Finally, buy a small quantity first. A brand that suits one household may not suit yours.