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Not AvailableMilled rice, a good source of energy, is a poor source of micronutrients. Therefore, where rice is a staple food, making it more nutritious through fortification with essential vitamins and minerals is being considered as a proven and cost-effective intervention for making it more nutritious. The study used the contingent valuation method (CVM) to estimate the farm women’s willingness to pay (WTP) for DRR Dhan 45 the bio-fortified high zinc rice variety developed by ICAR-Indian Institute of Rice Research. Correlation analysis was carried out to ascertain the significant relationships of WTP with relevant variables. The farm women were willing to pay an average premium of about 26% over the prevailing price of non bio-fortified rice. The results of correlation analysis revealed that while education was significantly and positively related to WTP, age was negatively related. Thus, young and educated farm women could be the potential target group for creating awareness and promotion of bio-fortified rice varieties to address the micronutrient deficiencies among children.Not Availabl

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Not AvailableMost of the Indian diets are typically based on cereals and lack micronutrient-rich vegetables, fruits, and flesh foods. The incorporation of zinc biofortified rice in daily diets can help overcome zinc deficiency. The present study aimed to analyze the consumers’ acceptance of zinc biofortified rice as the willingness of consumers to accept it is important for the success of biofortification strategy to combat micronutrient malnutrition. The consumers’ acceptance of zinc biofortified rice in terms of its hand feel mouth feel texture, taste, and overall acceptability was determined using the Five-point Hedonic scale. Hand-pounded samples of zinc biofortified rice and control were provided to sixty farm women to evaluate by the Home Use Test protocol. The index of acceptability (IA) was worked out for the acceptance of zinc biofortified rice and was found to be greater than 70% for all the parameters. The consumers’ socio-economic characteristics did not show a significant relationship with the acceptability of zinc biofortified rice except for hand feel texture. Based on the hedonic categorization suggested by Belmes (2019), the overall acceptability of both the zinc biofortified rice and control are in the acceptable category of hedonic rating. Therefore it can be concluded that the zinc biofortified rice variety DRR Dhan 45 is equally acceptable to the consumers as the control rice. The consumers’ socio-economic characteristics did not show a significant relationship with the acceptability of zinc biofortified rice. The zinc biofortified rice can be promoted for use in daily diets to help meet the zinc needs of the family and included in the nutrition intervention programs of the country for overcoming micronutrient malnutrition.Not Availabl

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