The rupee continued to rule firm in late morning trade today on sustained selling of the US currency by banks and exporters amid weakness of dollar overseas. A forex dealer said persistent foreign capital inflows into equity market also boosted the rupee value against the dollar. The Indian rupee today resumed higher at 54 rupees 52 paise per dollar against the last closing level of 54 rupees 56 paise at the Interbank Foreign Exchange (Forex) Market.