Rice (Oryza sativa L.) is an important food crop of the world. It is the staple food of more than 60 percent of the world population. Tungabhadra Project Area (TBP) encompassing Raichur, Bellary and Koppal districts is known as rice bowl of Karnataka with nearly nine lakh hectares under paddy cultivation with an average yield of 4,800 kg/ha. BPT-5204 (Sona masuri) was popular and grown in major area (>80%) in kharif season. In rabi/summer season, large number (>20 No.) of varieties were grown in TBP area, out of which Ganga-kaveri (39.17%), Sujatha (19.17%) and IR-64 (13.33%) were predominant. Moisture content (Rank-I) and broken percentage (Rank-II) of rice were found to be the most important attributes while preferring the paddy by traders and rice millers in TBP area. Fineness (23.80 %) and price (30.60 %) were considered as most important factors of consumer acceptance of rice in Bangalore urban and rural locations. In Raichur urban, colour (30.33 %) and fineness (33.91 %) in rural locations were found to be most important attributes considered by consumers during purchase of rice. Consumption of rice was considerably higher in rural regions as compared to urban regions. Expenditure on rice was higher in Raichur rural as well as Bangalore urban. The average actual quality characteristics especially moisture content, broken percentage and foreign matter of BPT-5204 paddy variety grown in TBP area were not meeting the specifications of both the grades (A and B) designed by export organizations (AGMARK and APEDA). However, average actual quality characteristics of BPT-5204 paddy variety grown in TBP area were lower than specified for both (A and common) grades from Food Corporation of India except moisture content and thus meet the specifications of FCI for domestic procurement purpose.
AN ECONOMIC ANALYSIS OF MARKET ACCEPTANCE OF PADDY GROWN IN TUNGABHADRA PROJECT AREA