The solution of classical diffusion equation based on the assumption of average moisture diffusion coefficient did not adequately represent natural convection drying of rough rice in thin vertical columns exposed on both sides to hot air. Instantaneous moisture diffusivity coefficients determined from experimental drying curves decreased continuously with an increase in exposure duration and were linearly related to moisture ratio. The proponionality constant which was called apparent moisture diffusion coefficient was distinctly related to air temperature, relative humidity, and initial moisture content of rough rice. The modified moisture diffusion model using the instantaneous moisture diffusion coefficient was found to best represent the moisture removal from bulk rough rice.