Hyderabad: The Department of Agriculture, Govt of Telangana, and Professor Jayashankar Telangana State Agricultural University (PJTSAU) will be working with the Indian School of Business (ISB) to come up with strategies for branding and marketing of ‘Telangana Sona’ rice variety.
Telangana Sona (RNR 15048) is a new paddy variety developed by PJTSAU with characteristics such as fine grain, high yielding quality, and blast resistance. The paddy variety is advantageous for farmers as it grows in a relatively shorter time (125 days vs the average of 150 days) and is suitable for cultivation in both Vanakalam and Yasangi seasons. In addition, the paddy variety produces short slender grains, has a less broken percentage, good head rice recovery, and high yield potential making this a good premium paddy variety for the farmer to grow. From the perspective of rice millers, Telangana Sona leads to less broken grain (wastage) after milling, making it a better product to use.
Finally, to the end consumer of paddy, Telangana Sona, has the lowest glycemic index among all known varieties of paddy in the State making it ideal for rice eating diabetic populations. Further, in comparison to other popular varieties of paddy, the composition of protein, carbohydrates, energy, niacin (vitamin B3) is also higher. This makes Telangana Sona a healthy alternative to other varieties of rice in the market.
Speaking about the importance of the new paddy variety, Dr. B. Janardhan Reddy, APC & Secretary to Government, Agriculture & Co-operation Department, Government of Telangana said: “Sometimes, initially good face also requires to make up. Similarly, Telangana Sona is an improved, scientifically developed variety by prestigious Agricultural University of Telangana customarily, increasingly known as diabetes controlling rice, needs popularization to reap its maximum fruits”
Professor Madhu Viswanathan, Marketing Professor at ISB said: “Telangana Sona is a disrupter in the rice market with the potential to make every consumer’s diet healthier and more nutritious. In general, small changes are easier for us to make and these changes can often lead to better health. Telangana Sona provides customers the opportunity to make that small change.ISB will work with the Government to create a marketing and branding strategy for Telangana Sona to drive awareness among consumers about the benefits of using Telangana Sona”.
Expressing happiness over the partnership, Professor Praveen Rao, Vice-Chancellor, PJTSAU, said that “Telangana Sona is a Varadayani for both producers, millers, traders, and consumers, particularly for those health-conscious rice lovers. It is a climate-smart variety which can save 2-4 TMC water besides saving Rs. 20 crores on pesticide use (blast resistance) for every one lakh acre by replacing long duration varieties. It is highly suitable for both Vanakalam and Yasangi and being superfine, fetches a higher price of Rs. 150-200/- over other fine-grain varieties. It has gained popularity among the farmer’s Pan India but requires the proper branding for greater visibility and acceptance by the general public.
The ISB- Govt of Telangana and PJTSAU partnership bodes well for Telangana Sona in times to come”.
