{"id":244,"date":"2020-11-30T11:03:34","date_gmt":"2020-11-30T11:03:34","guid":{"rendered":"http:\/\/blogs.isb.edu\/cbm\/?p=244"},"modified":"2025-12-31T09:28:26","modified_gmt":"2025-12-31T09:28:26","slug":"panel-discussion-on-agricultural-innovation-and-consumer-markets-benefits-and-challenges-for-telangana-sona","status":"publish","type":"post","link":"https:\/\/blogs.isb.edu\/cbm\/2020\/11\/30\/panel-discussion-on-agricultural-innovation-and-consumer-markets-benefits-and-challenges-for-telangana-sona\/","title":{"rendered":"Panel discussion on Agricultural Innovation and Consumer Markets: Benefits and Challenges for Telangana Sona"},"content":{"rendered":"

Distinguished Speakers:
\nDr. Janardhan Reddy, IAS, APC and Secretary of Department of Agriculture, Government of Telangana;
\nDr. Praveen Rao, Vice-Chancellor of Professor Jayashankar Telangana State Agricultural University (PJTSAU);
\nMr. Ravikanth Reddy, Marketing Director, Ganga Calibration Services Pvt Ltd. And Founder Admin \u2013 The Great Hyderabad Food and Travel Club;
\nProfessor Manish Gangwar, Associate Professor Marketing, Associate Dean \u2013 Research and RCI Management and Executive Director \u2013 ASCL, Indian School of Business;
\nProfessor Madhu Viswanathan, Senior Assistant Professor, Marketing, Indian School of Business
\nProfessor D V R Seshadri, Clinical Professor of Marketing
\nand Director ISB-Centre for Business Markets, Indian School of Business (Moderator)<\/p>\n

Date: November 26, 2020
\nTime: 5:30 pm \u2013 6:45 pm
\nCompiled by Minal Agarwal, Manager ISB-Centre for Business Markets<\/strong><\/p>\n

The key objective of the panel was to discuss the need to develop marketing and branding strategies for government-led agricultural innovations. The panel specifically discussed a research study \u201cBranding and Marketing Strategies for Telangana Sona Rice\u201d conducted by ISB in partnership with PJTSAU and the Dept. of Agriculture, Govt. of Telangana. <\/p>\n

Rice is one of the staple crops in India and has several nutritional benefits. However, in the recent past, it has been targeted for its role in lifestyle-based diseases such as cardiac problems, hypertension, cancer, diabetes, and obesity. <\/p>\n

A new variety of rice, \u2018Telangana Sona\u2019 (RNR 15048), developed by Professor Jayashankar Telangana State Agricultural University (PJTSAU)\u2019s offers a feasible and viable solution to these concerns. Telangana Sona, a new paddy variety, has many positive attributes such as flavor, taste, higher composition of proteins, carbohydrates, energy, and Vitamin B3, while having a low glycaemic index. It is also a super fine climate-smart variety suitable for both Kharif and Rabi seasons.<\/p>\n

There is, however, a lack of awareness among the consumers about this rice variety. To bridge this gap of demand and supply, PJTSAU and Department of Agriculture, Govt. of Telangana, partnered with ISB to come up with a marketing plan including branding strategy for Telangana Sona.<\/p>\n

ISB conducted a marketing research study by interviewing different stakeholders such as agricultural research scientists, millers, and consumers to understand the consumption pattern of the rice. The study showed that Telangana Sona rice is primarily popular in Telangana only, with low awareness in other states. In terms of awareness, even within the state of Telangana, Telangana Sona lags far behind compared to other rice varieties<\/p>\n

The researchers identified two strong influencer channels \u2013 word-of-mouth through friends and family and product suggestions from Kirana stores. Based on the study, ISB recommended to the Agriculture Department to position Telangana Sona as having both attributes \u2013 health and taste \u2013 to further make Telangana Sona popular among the masses. The study also underscored the need for extensive communication to consumers as well as the distribution channels, highlighting these two benefits. <\/p>\n","protected":false},"excerpt":{"rendered":"

Distinguished Speakers: Dr. Janardhan Reddy, IAS, APC and Secretary of Department of Agriculture, Government of Telangana; Dr. Praveen Rao, Vice-Chancellor of Professor Jayashankar Telangana State Agricultural University (PJTSAU); Mr. Ravikanth Reddy, Marketing Director, Ganga Calibration Services Pvt Ltd. And Founder Admin \u2013 The Great Hyderabad Food and Travel Club; Professor Manish Gangwar, Associate Professor Marketing, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false},"categories":[1],"tags":[],"yoast_head":"\nPanel discussion on Agricultural Innovation and Consumer Markets: Benefits and Challenges for Telangana Sona - Centre for Business Innovation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.isb.edu\/cbm\/2020\/11\/30\/panel-discussion-on-agricultural-innovation-and-consumer-markets-benefits-and-challenges-for-telangana-sona\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Panel discussion on Agricultural Innovation and Consumer Markets: Benefits and Challenges for Telangana Sona - Centre for Business Innovation\" \/>\n<meta property=\"og:description\" content=\"Distinguished Speakers: Dr. Janardhan Reddy, IAS, APC and Secretary of Department of Agriculture, Government of Telangana; Dr. Praveen Rao, Vice-Chancellor of Professor Jayashankar Telangana State Agricultural University (PJTSAU); Mr. Ravikanth Reddy, Marketing Director, Ganga Calibration Services Pvt Ltd. 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