Gourela Pendra Marwahi, the 25th newly formed district of Chhattisgarh, is building a fresh identity beyond its natural beauty. The reason is a fragrant, traditional rice variety called Vishnubhog, now recognized under the One District One Product initiative. Its aroma is no longer confined to fields. It is crossing district borders and reaching markets across the state and the country.
In the Pendra area alone, about 1,500 farmers cultivate Vishnubhog paddy on nearly 600 acres. Their hard work, collective effort and steady shift toward natural farming have lifted this unique grain to new heights. The result is not only higher farm incomes but also a stronger rural economy for the district.
What makes this story compelling is the role of women. From procurement to processing, packaging and marketing, women are at the centre of the value chain. The Malniya Women Farmer Producer Company in Pendra buys paddy from farmers, processes it at a mini rice mill, and sells the final product with attractive packaging and clear branding. This has created stable jobs for 15 women members of the group. As they earn and lead, they are moving toward the Lakhpati Didi vision with confidence. The group has already sold around two tonnes of Vishnubhog rice and earned a profit of about one lakh rupees.
This is more than a success story about a single crop. It shows how local resources, farmer diligence and women led enterprise can turn a traditional product into a brand with market value. Vishnubhog rice has become a symbol of farmer prosperity, women led self reliance and local entrepreneurship in GPM.
The One District One Product framework has given Vishnubhog a structured path from field to shelf. Better processing, packaging, branding and marketing are creating new opportunities for farmers and women entrepreneurs. If this momentum continues, with stronger support for quality control, market linkages and wider promotion, Vishnubhog can carry Chhattisgarh’s agricultural heritage to a national audience.
On the ground in GPM, the scent of Vishnubhog now speaks of a larger change. It speaks of farmers finding better returns, women finding dignity through work, and a district finding pride in its own produce. In an era that rewards distinctiveness, GPM has found its signature. The task ahead is to protect quality, scale responsibly and ensure that the benefits reach every farmer and worker who makes this fragrance possible.
