The Odisha Rural Development and Marketing Society (ORMAS), under the Panchayati Raj and Drinking Water Department, has marked a strong presence at the Bharat International Rice Conference (BIRC) 2026.
Being held at Bharat Mandapam, New Delhi, from October 23 to 25, the mega event features 15 indigenous paddy and rice varieties curated from 8 districts of Odisha.
The initiative aims to open up lucrative wider markets for Odisha’s specialised agricultural produce while generating sustainable income opportunities for rural communities. It also honours the hard work of farming communities whose ancestral agricultural wisdom has preserved these rare varieties across generations. A total of 3,695 members across 85 Community-Based Organisations (CBOs) are actively participating, bridging the gap between local heritage and global market opportunities.
Showcasing Odisha’s Agricultural Diversity
The exhibition highlights an impressive array of indigenous and GI-tagged rice varieties, including:
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Puri: Sarala, Sona Masuri, Puja, and Samrat
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Kendrapara: Lilabati aromatic rice
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Koraput: The renowned GI-tagged Kala Jeera
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Mayurbhanj: Mugei, Salafula, and Kala Champa
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Bargarh: Black Jasmine rice
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Ganjam: Khanipaka and Labanya (Black Rice)
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Sundargarh: Kanderahali and Machhakanta
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Jagatsinghpur: Low-GI rice
Leadership Vision for Rural Empowerment
Highlighting the global significance of this showcase, Chief Minister Mohan Charan Majhi stated, “This platform will introduce Odisha’s unique rice varieties to a global audience. Our traditional rice embodies generations of farming knowledge, our regional identity, and ecological diversity. Through this rich heritage, our goal is to create expanded market opportunities, strengthen rural livelihoods, and ensure inclusive development.”
Beyond mere exhibition, the initiative focuses heavily on forging strategic business connections. ORMAS is actively facilitating direct networking between farmers, producer groups, retail chains, rice processing units, hoteliers, institutional buyers, and exporters. Emphasis is being laid on appealing packaging, quality assurance, branding, and efficient supply chain management to enhance product value.
Echoing this sentiment, Minister of Rural Development, Panchayati Raj and Drinking Water, Rabi Narayan Naik remarked, “Through ORMAS, we are committed to linking rural producers directly with lucrative markets. Strengthening community-based organisations, upgrading product quality, improving packaging, and scaling up commercial linkages will enable our farmers to drive higher demand and secure greater financial returns.”
By blending traditional farming wisdom with modern market strategies, Odisha’s participation in BIRC 2026 marks a transformative step toward bolstering rural income, celebrating agricultural biodiversity, and taking the state’s glorious culinary heritage to the world stage.
