Business competition in the rice industry is complex and dynamic, especially for smal and medium sized enterprises. It is influenced by large-scale companies, market demand, government policies and business practices. This study analyzes business competition in the rice industry via the fiqh muamalah approach, by answering two key questions: “How is the competition conducted by UD. Dewi Sinta” and ‘How is this competition in line with the principles of fiqh muamalah’. This research uses qualitative research, with a phenomenology approach. The data were collected via participant observation, in-depth interviews, and documentation. The data were subsequently analyzed via data reduction, data interpretation, and conclusion drawing. The results of this study indicate that UD. Dewi Sinta faces competition in terms of products, prices, services, and competitive strategies. In facing product competition, this company implements an increase in rice quality, in terms of price competition, UD. Dewi Sinta sets a competitive price. In terms of service, the company prioritizes the 3S principle (Smile, Greet, or solutation) and expands service coverage. The main strategy applied In increasing competitiveness, UD. Dewi Sinta includes cooperation with large companies through the musyarakah contract system and the optimization of digital marketing. From the perspective of fiqh muamalah, the strategies applied are in accordance with the principles of fair competition in Islam, which emphasize honesty, transparency, and justice in business transactions, without practicing hoarding (ihtikâr) or price manipulation that harms the market. Therefore, this study contributes to understanding the practice of ethical rice business competition and provides recommendations for business actors to continue to compete fairly in accordance with Islamic economic principles.