Promoting Chakhao A strategic approach to marketing Manipur's unique Black Rice

Dr Leishangthem Jeebit Singh and Dr Gayatri Khangjarakpam
Introduction
Chakhao, frequently referred to as black aromatic rice or simply black or purple rice, possesses a significant legacy within Manipur's agricultural history. It has the capacity to dramatically transform the socio-economic landscape of this agrarian State. In Manipur, Chakhao translates to "tasty rice" (with ‘Chak’ representing rice and ‘ahaoba’ indicating delicious). From a scientific perspective, it falls under the Oryzasativa L. species and represents a variety of popular rice that we consume.
This medium- duration rice variety typically matures within 120 days and thrives best in upland environment, exhibi- ting considerable resistance to drought and pests. The unique characteristics of this crop are thought to be closely tied to the soil conditions and untouched natu- ral environment of Manipur.
Despite the lower yield when compared to standard paddy, it can command a higher market price due to its inherent values. It still remains an integral component of conventional Meetei feasts. Upon cooking, this special rice variety undergoes a colour transition from dark purple to black, thanks to the intensity of its outer bran layer. Nutritionally, it stands out as a superior choice endowed with abundant fibre, antioxidants, and anthocyanins. The health index of black or purple rice surpasses that of both white and brown rice, owing to its higher concentration of vitamins and minerals.
It hence earns the title of a 'super food' with its high nutritional profile. It emits a mild nutty aroma and flavour while being naturally free of gluten. With low amylase content, it possesses a sticky or glutinous texture due to the high amylopectin presence.
Despite the rising awareness and demand, the traditional means of production may fall short of meeting the future demand. To fully unlock the potential of this less- commercialized super-food, targeted interventions in research, marketing, and consumer education about this produce are urgently needed.
An exploration of the numerous avenues where such interventions could be beneficial for its growth is discussed further.
Importance of Geographical Indication
Geographical Indication (GI) serves as an internationally authorized regime for intellectual property rights that provide legal protection for a multitude of products, ranging from artisan cheeses to fruits and handicrafts. The Indian Parliament in 1999 enacted the Geographical Indications of Goods (Registration and Protection) Act to implement heightened protection and registration of geographical indications concerning goods. The Controller General of Patents, Designs, and Trade Marks, who also serves as the Registrar of Geographical Indications, administers this Act from the Geographical Indications Registry in Chennai, Tamil Nadu. GI protection covers products that originate from specific geographical areas and safeguards them against use for products not originating from that region. Such protection has profound implications for both consumers and producers.
It allows consumers to differentiate goods produced in a particular geographical region from others, thereby averting misleading information. Essentially, this intellectual property right aims to protect GIs, allowing enterprises in the designated area to prevent others from using the indication. Specific logos aid in differentiating GI products from non-GI ones. GIs can potentially benefit producers by increasing the competitiveness and price of their goods, essentially providing a legitimate ground for trade and commercial benefits. For instance, the Indian Government has recently given the 'Chakhao' or 'Manipur Black Rice' a Geographical Indication Registration (GI No. 602 dt. 20/4/2020) under the Geographical Indication of Goods (Registration and Protection) Act, 1999, in recognition of its unique qualities. This GI registration aims to heighten consumer awareness of the distinctive grain, potentially leading to increased demand.
Health benefits of consuming Chakhao
Chakhao's multifaceted health advantages are part of its unique appeal, drawing global attention among those conscious of their dietary decisions. Producers and marketers must represent these advantages accurately to prevent misrepresentations and potential legal implications. Specific benefits linked to its consumption are as follows:
1. Cancer Risk Reduction : Its rich anthocyanin content provides potent antioxidant effects, combating cellular damage from reactive oxygen species. This intervention could deter carcinogenic progression.
2. Cardiovascular Health: Anthocyanins in Chakhao can mitigate endothelial plaque deposition, which often precipitates atherosclerosis and heart disorders–effectively promoting heart health and sound circulatory function.
3. Cellular Aging Deterrence : The antioxidants present obstruct the cellular aging process and slow the emergence of aging signs.
(To be contd)