International Journal of Agriculture Extension and Social Development

author(s)
Priyanka Bhagat and Hulas Pathak

abstract
Jeeraphool rice, a traditional short-grain aromatic variety from Surguja district, Chhattisgarh, is organically cultivated and GI-Tagged, with significant cultural and market value. Despite premium potential, farmers face high labor costs, fragmented marketing, and limited branding. This study analyzed economic and business aspects using primary data from 150 farmers across six villages in Batauli block, representing marginal to large farms. Data were examined through averages, cost concepts, input-output ratios, and multiple response analysis. Results indicate profitable cultivation for all farm sizes (overall net return Rs. 65,369/ha; input-output ratio 2.10), with yield and income increasing with farm size. Traders dominate marketing channels (66.66%), though direct sales provide the highest farmer share. Strong consumer preference for GI-Tagged organic rice highlights opportunities for niche branding and value addition. The study concludes that Jeeraphool rice is economically viable and offers substantial business potential, which can be enhanced through premium branding, direct urban linkages, and value addition.