An Economic Analysis of Market Acceptance and Performance of Rice Varieties Grown in Northern Telangana Zone

This study aims to conduct an economic analysis of market acceptance and performance of rice varieties grown in the Northern Telangana Zone, where diverse rice cultivars face cultivation and marketing challenges. The objectives are to identify and document rice cultivars released by PJTSAU, study technological attributes preferred by stakeholders, and document constraints faced by stakeholders. A purposive sampling technique was used to select 90 farmers, 30 traders, and 30 consumers, totaling 150 participants. Data were collected using well-developed schedules and analyzed using tabular analysis, Rice Preference Index (RPI), Garrett ranking technique, and other suitable methods. The results showed that Telangana Sona (RNR 15048) is highly favored for its long grain size, high head rice recovery, and strong market demand, despite its susceptibility to stem borer and higher fertilizer requirements. Pranahitha (JGL 11727) is appreciated for its good rice quality but faces significant challenges, including high susceptibility to lodging, pests, and diseases, and lower germination rates. Kunaram Rice-1 (KNM 733) showed acceptable profitability but struggled with low market demand, poor grain quality, and higher water requirements. The study concludes that while Telangana Sona excels in market appeal and profitability, Pranahitha and Kunaram Rice-1 need targeted interventions to overcome their specific constraints. Enhancing pest resistance, improving grain quality, and reducing input requirements are essential for optimizing the potential of these varieties. Addressing these challenges through improved management practices and technology adoption can significantly benefit farmers and boost the marketability of these paddy varieties.