The rupee continued to rule firm in late morning deals today by gaining 3 paise to 53.89 rupees against the dollar on selling of the US currency from banks and exporters amid persistent capital inflows.A forex dealer said, weak dollar in the overseas market also boosted the rupee value.The rupee today resumed marginally higher at 53.91 rupees per dollar as against the last closing level of 53.92 rupees at the Interbank Foreign Exchange (Forex) Market.