Abstract
Brown rice has been known to be a health food containing more nutrients than white rice. Despite the nutritional values and its importance, the patterns of consumption of the product are not the best. Currently it comprises a very small share of the household rice basket. Many studies have documented the health benefits in consuming brown rice. There is limited knowledge on the exact nutritional benefits from brown rice and where the product could be sourced. On the whole, the market chain of brown rice is not well understood. The chapter deals with the practical issues which exist in the marketing of brown rice and also focuses on the level of distribution and the motives and purchasing and consumption behavior on brown rice with the end view of overcoming barriers to and taking advantage of opportunities for its sustained demand.
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Selvam, S., Masilamani, P., Umashankar, P.T., Alex Albert, V. (2017). Opportunities and Challenges in Marketing of Brown Rice. In: Manickavasagan, A., Santhakumar, C., Venkatachalapathy, N. (eds) Brown Rice. Springer, Cham. https://doi.org/10.1007/978-3-319-59011-0_16
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DOI: https://doi.org/10.1007/978-3-319-59011-0_16
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