ISB to strengthen the brand of Telangana Sona, MoU signed

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Commissioner Agriculture Dr Janardhan Reddy is seen displaying the MoU signed with PJTSAU and ISB

Department of Agriculture and the Agriculture University have come together to partner with the Indian School of Business for building the brand image of the newly developed paddy Telangana Sona.

The MoU was jointly signed by the Agriculture Production Commissioner (APC) and Secretary, Agriculture Dr Janardhan Reddy, the Vice-Chancellor of Professor Jaishankar Telangana State Agricultural University (PJTSAU) Prof V Praveen Rao, and Clinical Professor of Marketing and Director, ISB Centre for Business Markets Professor DVR Seshadri.

Telangana Sona (RNR 15048) is a new paddy variety developed by PJTSAU which offers some distinguishing features making it beneficial for rice eaters from the health point of view. It also offered immense benefits to farmers and Mill owners also.

Speaking about the importance of new paddy variety, Dr Janardhan Reddy said: “Telangana has all the required innovations to become the Rice Bowl of the country and with the joint collaborative efforts of this nature, we hope to take a steep jump to popularize state-owned brands in the Agriculture sector. As diabetes is spreading big time to changes in lifestyles,
it is important to develop food varieties that would help reduce this penetration. Telangana Sona is one such option which has the lowest glycemic index among all known varieties of paddy which is good for diabetic patients and also has a higher composition of protein, carbohydrates, energy, and vitamin B3”.

Associate Dean at ISB Professor Manish Gangwar said: “Branding and marketing are at the core of ISB’s expertise and it is our privilege to take up this important project and come up with a branding and marketing strategy for RNR1504, locally referred to as Telangana Sona. ISB will be taking up this study with PJTSAU through its JumpStartIndia@ISB initiative. We look forward to such collaborative efforts to strengthen Brand Telangana.”

Expressing happiness over the partnership, Professor Praveen Rao said: “PJTSAU has innovated many agricultural products since its existence primarily for the purpose to benefit the society. However, what is probably lacking is an appropriate branding and marketing strategies to take the innovations to the end consumers. An MoU of this kind is indeed unique and one of its kind which would become a role model for a purposeful collaboration We look forward to work with ISB and create the required value for the State led innovations.”