A study on the varietal preference of rice in north coastal zone of Andhra Pradesh

Rice is the predominant food crop of the north coastal districts of Andhra Pradesh, where both farmers and consumers depend on it for livelihood and nutrition. Despite the availability of several varieties, a limited number are widely adopted due to differing preferences among farmers, millers, and consumers. This study analyzed varietal preferences, factors influencing adoption, and procurement trends in the districts of Srikakulam, Vizianagaram, Visakhapatnam, and Anakapalli. Results revealed that paddy area declined in Srikakulam (–4.65%) and Visakhapatnam (–6.42%), while it increased marginally in Vizianagaram (+2.32%) during 2011–2022. Farmer’s prioritized high yield, millers preferred varieties with high head rice recovery and fewer brokens, whereas consumers focused on fine grain quality, whiteness, and aged rice. Rank order analysis showed RGL-2537 (Srikakulam sannalu), MTU-7029 (Swarna), and BPT-5204 (Samba mashuri) as most preferred by farmers; Swarna, Samba mashuri, and Sridruthi by millers; and Samba mashuri, Srikakulam sannalu, and Swarna by consumers. These findings highlight the need for integrating preferences across stakeholders to guide future varietal development and dissemination.