VALUE CHAIN ANALYSIS OF TRADITIONAL RICE (ORYZA SATIVA L.) VARIETIES IN THANJAVUR DISTRICT: IMPLICATIONS FOR CONSUMER AWARENESS, CONSUMPTION PATTERNS AND SUSTAINABLE AGRICULTURE

Abstract

Traditional rice (Oryza sativa L.) varieties are gaining importance because of their nutritional value, medicinal properties and role in sustainable agriculture. Among them, Karuppu Kavuni, a traditional black rice variety of Tamil Nadu, is well known for its rich antioxidant and bioactive compound content. The present study analyzed the value chain, economic viability, consumer awareness and marketing efficiency of traditional rice varieties in Thanjavur district, Tamil Nadu, with special focus on Karuppu Kavuni rice. Primary data were collected from farmers, rice millers, wholesalers, retailers and 150 consumers through a structured questionnaire, while secondary information was obtained from journals, reports and related publications. Economic tools such as cost and returns analysis, benefit-cost ratio, price spread analysis and value chain analysis were employed. The total cultivation cost of Karuppu Kavuni rice was Rs. 41,460.15 per acre, with a gross return of Rs. 58,800 and a benefit-cost ratio of 1.42, indicating profitability despite high production costs. Direct marketing channels provided the highest farmer’s share in the consumer rupee (89.81%) and reduced price spread compared to channels involving intermediaries. Consumers preferred traditional rice mainly because of its nutritional and health benefits. Karuppu Kavuni rice contains important bioactive compounds such as anthocyanins, phenolics, flavonoids, γ-oryzanol, carotenoids and tocopherols, which possess strong antioxidant, antidiabetic, anti-inflammatory and cardioprotective properties. However, constraints such as high labour costs, poor market access, limited consumer awareness, inadequate processing facilities and dependence on intermediaries continue to hinder the wider cultivation and commercialization of traditional rice varieties.