Niranjan Reddy, Minister for Agriculture, Government of Telangana released a Report on ‘Marketing Strategy for Telangana Sona Rice’, a study executed by Indian School of Business, PJTSAU and Dept. of Agriculture, Government of Telangana.
The study was conducted to create a marketing and branding plan to raise awareness of the Telangana Sona rice variety. The report points out that the awareness about Telangana Sona Rice is low when compared to other popular brands even though its benefits are much superior to other rice brands. The report says that ‘Health’ and ‘Taste’ are two attributes that consumers consider important while buying rice.
The report recommended an awareness strategy by involving digital and TV influencers and Kirana Stores. It suggested for branding Telangana Sona as a healthy as well as tasty alternative to daily consumption of rice.
Telangana Sona Rice is a Paddy variety which is innovated by PJTSAU as RNR-15048. Some of the salient features of Telangana Sona are: A distinctive flavour, higher protein composition, carbohydrates, energy, Vitamin B3, and low glycaemic index. It is also a climate smart variety and is suitable for both Kharif and Rabi seasons. It is fine-grain, high-yielding, good quality, and has high blast resistance. It is advantageous for farmers, as it grows in a relatively shorter time.
Talking about the report and the importance of study, Agriculture Minister Shri Niranjan Reddy emphasised the need to deal with both demand and supply carefully and create the required balance through proper branding and marketing strategy.
Professor Rajendra Srivastava, Dean ISB said: “For successful outcomes of any product innovations, it is important to have a good marketing strategy. This is best possible through collaborations. It is heartening to see that a strong partnership between ISB, PJTSAU and Dept. of Agriculture, Govt. of Telangana emerged to bridge the gap between public sector innovations and a marketing strategy. I congratulate Govt. of Telangana and PJTSAU for this important initiative. ISB will be happy to bring the academic rigor into public sector decision making.
