Promotion, Scaling, and Market Positoning of Specialty Rice in Odisha
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International Rice Research Institute
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The Specialty Rice Baseline Study was conducted to establish a comprehensive understanding of production systems, seed use, varietal diversity, market access, and socio-economic conditions of farmers engaged in specialty rice cultivation. The study assessed existing farming practices, varietal awareness, seed sourcing mechanisms, input use, yield levels, and post-harvest handling, while also examining gender roles and institutional linkages within the specialty rice value chain. Results indicate limited adoption of improved specialty rice varieties, constrained access to quality seed, weak market linkages, and inadequate price incentives despite growing consumer demand. Farmers primarily relied on traditional practices and informal seed systems, resulting in yield gaps and inconsistent grain quality. The baseline further highlighted opportunities for income enhancement through varietal replacement, strengthened community-based seed systems, improved extension support, and organized market channels. Overall, the study provides a critical reference point for designing targeted interventions to improve productivity, value addition, and inclusiveness in specialty rice systems, while enabling effective monitoring of project outcomes over time.
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rice, farming systems, varieties, seed systems, seed quality, market access, value chains, keeping quality, gender roles, socioeconomics, technology adoption