About Us
Drawing inspiration from the guidance and leadership of the Smt. Nirmala Sitharaman, Hon’ble Union Finance Minister and Shri Harsh Malhotra, Hon’ble Minister of State for Corporate Affairs there has been a sustained focus on strengthening agriculture-led enterprises through value addition, formalisation, and improved market access. In line with this direction, SIDBI is fostering a distinct approach centred on building producer-led institutions into integrated rice enterprises—where cultivation is extended through processing, diversification, and structured market participation, enabling farmers to engage more deeply in value creation beyond the farm.
Project REVIVAL (Rice Enterprise for Value Addition, Indigenous Varieties and Livelihoods) is the on-ground expression of this approach in the Cauvery delta rice belt of Thanjavur often known as ‘Rice Bowl of India’ through a farmer-linked enterprise platform Global Rice Agro Private Limited (GRAPL), working closely with the local producer institution with a minimum farmer member base of over 500 Women farmers engaged in paddy cultivation to build a durable “post-harvest backbone” for the cluster.
Traditional rice varieties such as Mapillai Samba, Red Rice, and Black Rice and other indigenous varieties in the Cauvery delta belt—once central to the region’s food culture—have been steadily declining as farmers shift towards high-yield varieties. REVIVAL responds to this reality by anchoring a fully functional Common Facility Centre (CFC)with modern machines and equipment with a core belief that the rice economy must reward farmers not only for production, but also for what comes after harvest—quality handling, differentiation, processing, packaging, and structured market participation—so that traditional varieties are not reduced to niche nostalgia, but become viable, visible, and valued choices for farmers to grow and for consumers to access.
REVIVAL’s market identity is carried through the NELVITA brand—an identity that signals “rice for life” (Nel: paddy/rice; Vita: life) and positions traditional rice as both culturally rooted and relevant for today’s consumers. Value addition will also be pursued through processed and market-ready rice formats and products such as flat rice, ready-to-eat idiyappam, batter, flakes etc., moving beyond bulk grain into cleaner, packaged, and differentiated offerings.
Currently, NELVITA products such as Mappilai Samba Rice, Karuppu Kavubi Rice, Thooyamali Rice, Athur Kichali Rice and Poongar Rice are also listed on the ONDC Mystore platform:https://www.mystore.in/en/seller/global-rice-agro-private-limited mz3hfstu_53dy1hz7_dollbjx6
