Consumption of brown rice is associated with reduced risk of chronic diseases, which might be attributed to the presence of unique phytochemicals. This study aimed to evaluate phytochemicals profile, cellular antioxidant and anti-proliferative activities in glutinous and non-glutinous brown rice varieties of indica and japonica subspecies. In general, bound fractions of brown rice depicted significant variation levels of phytochemicals, antioxidant and anti-proliferative activities. Anti-proliferative activity of bound fraction, total antioxidant capacity and cellular antioxidant activity of non-glutinous type were significantly higher than glutinous type (p < 0.05). Present investigation could be significant to introduce brown rice as functional foods and to increase awareness about health benefits of whole grain.