Sugar on rice was my favorite as a kid too. And I quit it long ago also. I also think my mom exclusivly cooked Minute Rice. Maybe that is why it needed the sugar.
I have been trying some new rice recipes to show my family that rice can be their friend too, but they are getting mulish. One that both my husband and I like is brown rice cooked with part of the water replaced with orange juice, about 1/4 cup, some orange zest and a handful of chopped nuts thrown in for texture. Add some ginger, either freshly grated or powdered, and it is very tasty.