This study found wide diversity in the phenolics, flavonoid contents and antioxidant capacity in the whole rice grain. These data provide opportunities to further increase the content of phenolics, flavonoids and antioxidant capacity by breeding, especially in white rice. Their relationships with grain color, grain size and 100-grain weight could serve as indexes to indirectly select rice breeding lines high in phenolics, flavonoids and antioxidant capacity. The results could provide rice breeders and eventually commercial rice producers, with new opportunities to promote the production of rice with enhanced levels of the phytochemicals. Rice genotypes rich in phytochemicals may be incorporated into functional foods.