Recommends brand building for the unique rice variety
The Indian School of Business (ISB) that carried out a study for evolving a marketing strategy for Telangana Sona rice has found that the superfine variety rice with the unique selling proposition of having the lowest glycemic index among all popular varieties in the country is popular solely in Telangana, although it has a strong market potential.
The study carried out between July first week and October first week in 2020 in Telangana, Andhra Pradesh, Karnataka, Maharashtra and West Bengal has stated that the new variety of rice developed by Professor Jayashankar Telangana State Agricultural University (PJTSAU) has low awareness not only in other States, but within Telangana too, and is known significantly less among the popular varieties.