According to Suraj Agarwal, CEO, Tirupati Agri Trade, wholesale prices have been increasing by ₹200-300 a quintal each year over the last three-four years. The rice finds a good market in Andhra Pradesh, Tamil Nadu and Kerala.

“The increasing demand from around the world will attract more and more farmers to move into gobindobhog farming and this should increase by at least 40 per cent by next year,” he said.

Tirupati Agri procures close to five per cent of the total gobindobhog produced in the State for its brand Rice Villa.