Rice is an important source of energy for a large part of the world’s population. The development and application of technologies that contribute to the improvement of production forthis grain have great importance. The objective of this study was to evaluate the influence of rice seed immersion in a niacin solution on plant development, physiology and production. Thetreatments were defined by a combination of two immersion times for the seeds (12 h and 24 h) in four niacin concentrations (0.00, 100, 200 and 300 mg L-1) distributed in five replicates. Characteristics relating to seedling emergence, plant vegetativedevelopment, relative indices of chlorophyll and grain yield were evaluated. We verified that the immersion of the seeds for 12 h gave higher relative indices of chlorophyll, whereas immersion for 24 h increased the speed of emergence and the number of tillers and panicles. The doses of niacin positively affected the relative chlorophyll indices and the production characteristics, up to a maximum concentration of 172.57 mg L-1. We concluded that the immersion of rice seeds for 24 h increased the speed of seedling emergence, leaf number, and panicles per area. However, the relative indices of chlorophyll in leaves decreased. The use of niacin promoted the numbers of spikelets per panicle, fertility of the spikelets and the weight of 1000 grains, besides increasing the relative index of chlorophyll in the leaves of rice plants.