Prepare the Rice: Wash the rice with cold water until the water becomes clear. Drain thoroughly.
Sauté the Aromatics: In a saucepan, heat the vegetable oil over medium heat. Add the diced onion, bell pepper, and garlic. Sauté until they become tender and fragrant.
Add the Spices: Stir in the ground cumin, chili powder, and paprika. Allow the spices to bloom for a minute, enhancing their flavor.
Toast the Rice: Add the rinsed and drained rice to the saucepan. Cook, stirring constantly, for about 2-3 minutes or until the rice becomes slightly translucent.
Simmer: Pour in the chicken or vegetable broth, and add the diced tomatoes. Season with salt and pepper to taste. Bring the mixture to a boil.
Reduce Heat and Cover: Reduce the heat to low, cover the saucepan with a lid, and let it simmer for 15-20 minutes, or until the rice is tender and the liquid is absorbed.
Fluff and Garnish: Once the rice is cooked, fluff it with a fork, garnish with fresh cilantro, and serve hot.