The recent Geographical Indication (GI) tag awarded to West Champaran's famous aromatic flattened rice, known as Marcha Chura, has triggered a remarkable surge in its demand and price. This traditional delicacy, especially popular during the Makar Sankranti festival in January, is now finding enthusiastic buyers from major Indian metros and even overseas.
Price Rise and Soaring Popularity
Local grocery store owner Rajesh Gupta confirmed the trend, noting that while Marcha Chura is sold throughout the year, its peak demand coincides with Makar Sankranti. The wholesale price has jumped from Rs 50-70 per kg to Rs 90-110 per kg, with retail prices reaching as high as Rs 150 per kg. The product is commonly packaged in 1 kg and 5 kg packets to meet the growing demand.
Consumer Munilal Prasad from Bagaha shared an anecdote that illustrates its widening appeal. After serving the chura with curd and jaggery to relatives from Delhi three years ago, they were so impressed by its unique aroma and taste that they now place an annual order of 10 to 15 kg before every Makar Sankranti. Prasad's friends in Delhi have also become loyal customers after tasting it.
Farmers Expand Cultivation, Scientists Explain Uniqueness
Motivated by better prices and assured demand, local farmers are significantly increasing their cultivation area. Farmer Vijay Tiwary from Ramnagar reported that the area under Marcha paddy cultivation in West Champaran has tripled from 1,000 hectares to 3,000 hectares.
Agriculture scientist Vinay Kumar explained that Marcha rice is a non-Basmati, short-grain aromatic variety primarily grown in Bihar. Its uniqueness stems from the specific agro-climatic conditions of blocks like Ramnagar, Gaunaha, Mainatand, Chanpatiya, Narkatiyaganj, and Lauriya. The soil is enriched by minerals from the Budhi-Gandak and Sikarahna rivers, which originate in the Himalayas. A microclimate with lower temperatures during October and November further enhances the development of its distinctive aroma, which is present from the seedling stage right through to flowering.
The Journey to a GI Tag and Its Significance
The application for the GI registration was filed by the Marcha Dhan Utpadak Pragatisheel Samuh from Mainatand in November 2021. The coveted tag was finally granted by the Geographical Indication Registry in Chennai in 2023. This legal protection makes the name "Marcha rice" exclusive to the produce from this specific region of West Champaran.
This achievement marks Marcha rice as the second rice variety from Bihar to receive a GI tag after Katarni rice, and the 23rd product overall from the state to earn this distinction. The GI tag has not only boosted the product's market profile but has also empowered local farmers and producers, ensuring the authenticity and premium value of their traditional crop.
