ISB-Centre for Business Markets (CBM)  is organizing a Panel Discussion on ‘Agricultural  Innovations and Consumer Markets: Benefits and Challenges for Telangana Sona Rice’.  

The key objective of the panel is to discuss the need to develop marketing and branding strategies for government-led agricultural innovations. The panel will specifically discuss a research study ‘Branding and Marketing strategies for Telangana Sona Rice’ conducted by ISB in partnership with PJTSAU and the Dept. of Agriculture, Govt. of Telangana.  

The panel members are Dr. B. Janardhan Reddy, IAS, APC and Secretary, Department of Agriculture; Prof. Praveen Rao, Hon’ble Vice-Chancellor, PJTSAU; Mr. M. Ravikanth Reddy, Founder of The Great Hyderabad Food and Travel Club; Prof. Madhu Viswanathan, Senior Assistant Professor Marketing, ISB; Prof. Manish Gangwar, Associate Dean Research, ISB. Prof. D.V.R. Seshadri, Director, ISB-Centre for Business Markets, will be the moderator for the Panel Discussion.  

Background: The  State Agricultural University in Telangana (Professor Jaishankar Telangana State Agricultural University - PJTSAU) has developed a new rice variety RNR-15048 (locally known as Telangana Sona), which has proven advantages on multiple parameters such as – while having a low glycaemic index (51.5%), it also shows a good flavor, higher composition of protein, carbohydrates, energy, and vitamin B3. It is also a super fine climate-smart variety suitable for both Kharif and Rabi seasons and is blast resistant requiring fewer pesticides. The marketing challenge faced by Telangana is that, on the advice of the State Government, the farmers have cultivated Telangana Sona in as high as 12 lakh acres or more across Telangana but we do not have a proven marketing strategy for the same, in spite of its multiple advantages. ISB is trying to bridge this gap.  

ISB has partnered with PJTSAU and the Department of Agriculture to come up with branding strategies and marketing plans to popularize. The panel discussion will also touch upon the research methodology adopted and results of the ISB study, which essentially presents the Marketing Strategy for the successful launch of Telangana Sona. What is interesting about the study is that classical marketing concepts can be effectively used by the government to “go to market” for even a commodity like rice, which is a widely consumed grain, showcasing benefits such as health and taste. In an increasingly health-conscious society, such an approach would go a long way to create a more prosperous and healthy country.