Heat the vegetable oil in a large saucepan over medium heat until shimmering.
Add the long-grain white rice to the saucepan and sauté, stirring frequently, until the rice turns light brown. This should take about 10 minutes.
Stir in the cumin, finely chopped white onion, and minced garlic. Cook, stirring often, until the onion is softened, approximately 5 minutes.
Pour in the chicken broth and the diced tomatoes, stirring to combine. Add salt to taste.
Reduce the heat to low and cover the saucepan. Let the mixture simmer for 20-25 minutes, until the rice is tender and has absorbed all the liquid.
Once cooked, remove the saucepan from the heat but keep it covered for an additional 10 minutes.
Fluff the rice with a large fork and stir in the fresh cilantro and lime juice.