Vital Role of Atmahnirbar Bharat Abhiyan (ANBA) In Revitalisation of Geographical Indicated (GI) Tagged Palakkadan Matta Rice

The COVID – 19 pandemic largely knocked down and worsened the condition of farmers and small producers. Geographical Indicated (GI) are authentic traditional products with irreplaceable quality. These products possess tag due to the peculiarities of the region from which it is manufactured. GI tagged products are linked to rural areas. Inorder to overcome the pandemic situation and to push the producers back to track Government of India launched the Atmah Nirbhar Bharat Abhiyan (ANBA) Missions. Palakkadan Matta Rice, tagged as GI during 2007 and having the highest market share in the Palakkadan district, was chosen for the study. The major objective of the study is to analyse the current challenges faced by the farmers in the marketing of rice, to assess the effect of Atmah Nirbhar Bharat Abhiyan and to understand the opportunities and recommend Atmah Nirbar Bharat Abhiyan mission as a revival strategy. About 93 farmers from the producer society was selected for the current study. The results highlighted that the majority of farmers considered Atmah Nirbhar Abhiyan as an effective mission towards the goal of self-independent India; this mission creates millions of opportunities for farmers and small industries, thereby moving towards the visionary of Independent India