Yes, it is. The trick is to get a good hot fire going of something else first, and then add the coal. I start with a ball of newspaper, use that to light a pile of kindling, and when that's going, dribble in the rice coal from the side. If you're using bituminous, you can use some coke saved from your previous session. Whatever kind of coal you use, keep a hole open at the top; otherwise it smothers itself and puts out a ton of smoke.
Have you read the threads here about making a JABOD forge or about using anthracite? Check out Charles R. Stevens's original thread and my own for some insight and inspiration.