Bhubaneswar: Odisha is showcasing 15 traditional rice varieties and products from eight districts at the Bharat International Rice Conference (BIRC) 2026 in New Delhi, seeking to expand market opportunities for its indigenous agricultural produce and strengthen rural livelihoods.
The conference is being held at Bharat Mandapam from October 23 to 25. The initiative is facilitated by the Odisha Rural Development and Marketing Society (ORMAS) under the Panchayati Raj and Drinking Water Department.
The initiative brings together 85 Community-Based Organisations, with a reported engagement of 3,695 members. It aims to preserve Odisha’s traditional agricultural knowledge, promote its rich rice heritage and connect rural producer groups with wider markets.
The varieties on display reflect the diversity of rice grown across the state. Puri is showcasing Sarala, Sona Masoori, Pooja and Samrat, while Kendrapada is presenting Leelavati Aromatic Rice. Koraput is highlighting its GI-tagged Kaala Jeera rice.
Mayurbhanj is displaying Mugei, Salafula and Kalachampa, while Bargada is represented by Jasmine Black Rice. Ganjam is showcasing Khanipaka and Labanya Black Rice, and Sundargarh is presenting Kanderajhal and Machkanta. Jagatsinghpur is contributing low-glycaemic-index rice to the exhibition.
Chief Minister Mohan Charan Majhi said the conference would give Odisha’s distinctive rice varieties greater international visibility and create opportunities to connect traditional agricultural heritage with market growth.
“This platform will bring Odisha’s unique rice varieties to the attention of the world. Our traditional rice varieties embody generations of farmers’ knowledge, regional identity and rich biodiversity. Our vision is to translate this rich heritage into wider market opportunities, stronger rural livelihoods and inclusive growth,” he said.
Beyond showcasing the varieties, Odisha’s participation aims to establish stronger commercial links between producer groups and buyers, wholesalers, retailers, processors, hotels, restaurants and institutional purchasers.
ORMAS is promoting the products through branded, retail-ready packaging and product sampling, while seeking opportunities for distribution, institutional supply and private-label partnerships. The approach is intended to help local producer groups reach new customers and expand their market presence.
Rural Development, Panchayati Raj and Drinking Water Minister Rabi Narayan Naik said ORMAS was working to connect rural producers with markets by strengthening community-based organisations and improving product presentation and market readiness.
“Through ORMAS, we are working to bridge the gap between rural producers and markets. Our focus is on strengthening community-based organisations, improving product presentation and market readiness, and building partnerships that enable farmers to benefit from the growing demand for distinctive, quality agricultural products,” he said.
The initiative also emphasises aggregation, quality assurance, packaging, branding and value addition to help producer groups develop sustainable enterprise opportunities.
Odisha’s participation in BIRC 2026 reflects the state’s effort to turn its agricultural diversity into greater market access and stronger rural enterprises while preserving traditional rice varieties and recognising the contribution of farming communities to its agricultural heritage.
