Rice is a major crop that contributes to the Nepalese economy significantly. Rice is grown in 14.5 million ha with total production of 55 million metric tons in 2019. Increased competition from foreign brands has promoted Nepali rice manufactures to focus on rice branding. Although, Nepali companies offers almost all kinds of rice ranging from Basmati to Mansuli, Indian brands have secured a large market share due to cheap price tags and brand value. With an increased number of players, processing mills have also started selling packaged rice besides expanding their product range and marketing activities. Some of the popular local rice brands are Urja, Hulas Basmati, Hulas Amrit Bhog, Sonam premium, Sona Mansuli and Ansh etc. However, none of them were aware of packaging and branding rice with official variety release name of Nepal. So far, there are no legally brand of rice with official released name of rice variety in the market. Till now, samba mansuli sub 1 and Ramdhan rice variety were sold under various rice brands as Jeera Masino which is the most preferred rice in Market. Samba Masuli SUB1 and Ram Dhan have high volume expansion during cooking along with fluffiness and good taste which makes them the preferable characteristics of consumers and need of the market. Therefore, for the first time National Rice Research Program (NRRP) under Nepal Agricultural Research Council (NARC) has initiated branding of rice varieties as Ram Dhan and Samba Masuli SUB 1 in coordination with Om Shanti Rice Mill, Bailbas7, Sarlahi. The official Branding of Ram Dhan and Samba Masuli SUB 1 was inaugurated by Honorable, Member of Parliament, Shree Promod Sah, Secretary, Shree Dr Bimal Kumar Nirmal, Ministry of Land Reform, Agriculture Development and Cooperative, Province-2, Rice Coordinator Dr Ram Baran Yadaw, NRRP along with active participation of different Senior Officials of NARC and Directorate Agriculture Development of Province -2, chairperson of Chamber of commerce, Sarlahi district, Mayor and Sub Mayor of Ishwarpur Municipality to include deployment for marketing and help to distinguish a brand of rice and impression in the minds of customers. Hence, Government of Nepal need to promote rice branding in other rice varieties through rice millers of Nepal. In this case, Food corporation of Nepal can take initiative for helping in branding of rice with official released name of rice varieties.
