Bau Dhan Value Chain Development

Empowering Dhemaji’s farmers with sustainable, climate-resilient agro-enterprise

Background

The proposed project focuses on developing the value chain of Bau Dhan, an indigenous red rice variety traditionally grown in Dhemaji, one of Assam’s most flood-prone districts. Cultivated for generations by ST and marginal farmers, Bau Dhan is celebrated for its nutritional richness, including high iron, antioxidants, and fiber, and its cultural importance in local communities.

What sets Bau Dhan apart is its adaptability to waterlogged and low-input conditions, making it a climate-resilient crop especially suited to Dhemaji’s challenging agro-climatic conditions. It plays a crucial role in food security and seasonal income, particularly for smallholder farmers affected by recurring floods.

Despite these strengths, Bau Dhan remains largely absent from formal markets due to lack of organized processing, value addition, and branding. Most farmers sell unprocessed rice at low prices to local traders, receiving minimal returns for a high-potential product.

Project Vision

This project envisions establishing a sustainable agro-enterprise ecosystem around Bau Dhan through organized production, scientific processing, eco-friendly packaging, and national market linkage. A Farmer Producer Company (FPC) will lead this effort, ensuring local ownership and fair price realization. Infrastructure such as a Common Facility Centre (CFC) will support activities from aggregation to branding.

Objective

Establish a sustainable, export-ready agro-enterprise by organizing red rice production, enabling value addition, and creating market linkages through a locally managed Farmer Producer Company.

Scheme

SFURTI, Under Ministry of Micro, Small & Medium Enterprises (MoMSME), Government of India

Targeted Region & Communities

Dhemaji, Assam

Total Beneficiaries: 800 Smallholder Farmers

Expected Project Outcomes

////////////////////////////////////////////////////////////////// //////////////////////////////////////////////////////////////////////////////////////////////////// Maskhuwa Red Rice
Digital Marketing

About Red Rice

Red rice is a type of whole grain rice that gets its distinctive color from anthocyanins, a class of powerful antioxidants also found in foods like blueberries and red cabbage. Unlike white rice, red rice retains its bran layer, which gives it a chewy texture and nutty flavor, along with a higher nutritional value. It is rich in fiber, iron, and essential nutrients, making it beneficial for heart health and digestion. Commonly used in Asian and Southern cuisines, red rice can be steamed, boiled, or added to salads and stir-fries for a wholesome, earthy addition. Its vibrant color and health benefits make it a popular choice among health-conscious eaters.

What we do

  • Research: Understanding your business, audience, and competition
  • Strategy: Developing a tailored marketing roadmap
  • Execution: Implementing campaigns across multiple channels
  • Optimization: Continuous improvement based on performance data

Featured Work

Project 1
Social Media Campaign

Increased engagement by 187% for a lifestyle brand

Project 2
SEO Strategy

Achieved #1 rankings for competitive keywords

What we do

  • Research: Understanding your business, audience, and competition
  • Strategy: Developing a tailored marketing roadmap
  • Execution: Implementing campaigns across multiple channels
  • Optimization: Continuous improvement based on performance data
////////////////////////////// ///////////////////////////////////// Machkhowa Red Rice Cluster

Background

The proposed project focuses on developing the value chain of Bau Dhan, an indigenous red rice variety traditionally grown in Dhemaji, one of Assam’s most flood-prone districts. Cultivated for generations by ST and marginal farmers, Bau Dhan is celebrated for its nutritional richness, including high iron, antioxidants, and fiber, and its cultural importance in local communities.

What sets Bau Dhan apart is its adaptability to waterlogged and low-input conditions, making it a climate-resilient crop especially suited to Dhemaji’s challenging agro-climatic conditions. It plays a crucial role in food security and seasonal income, particularly for smallholder farmers affected by recurring floods.

Despite these strengths, Bau Dhan remains largely absent from formal markets due to lack of organized processing, value addition, and branding. Most farmers sell unprocessed rice at low prices to local traders, receiving minimal returns for a high-potential product.

Project Vision

This project envisions establishing a sustainable agro-enterprise ecosystem around Bau Dhan through organized production, scientific processing, eco-friendly packaging, and national market linkage. A Farmer Producer Company (FPC) will lead this effort, ensuring local ownership and fair price realization. Infrastructure such as a Common Facility Centre (CFC) will support activities from aggregation to branding.

By strengthening the value chain, the project aims to enhance farmer income, promote climate-smart agriculture, and position Dhemaji’s red rice as a premium product in national health-conscious markets. It also seeks to revive traditional knowledge systems, boost rural entrepreneurship, and create a replicable model for flood-affected regions.

Objective & Scheme

  • Objective: Establish a sustainable, export-ready agro-enterprise by organizing red rice production, enabling value addition, and creating market linkages through a locally managed Farmer Producer Company.
  • Scheme: SFURTI, under MoMSME, Government of India.

Targeted Region & Communities

Map of Dhemaji, Assam

Dhemaji, Assam

Photo Album

Expected Outcomes

  • Farmer Income Growth: ₹2,400 → ₹8,082 monthly by Year 5 (cumulative gain ₹3.86L per farmer)
  • Total Payouts: ₹5.15+ crores from raw material sales
  • Market Linkages: 75% produce sold to SPV, improved price realization
  • Value Addition: Premium returns via branding & processing
  • Institutional Strengthening: SPV self-sustaining by Year 3
  • Social Impact: Empowers ST & marginal farmers across 1,500+ hectares