About Us

Global Rice Agro Pvt Ltd is a farmer-led initiative dedicated to delivering the rich heritage of rice and rice products from the Cauvery delta region—widely regarded as the "rice bowl" of Tamil Nadu. As one of the earliest regions in India to cultivate rice, its farmers have historically played a limited role in the rice value chain, with state agencies primarily responsible for procurement and downstream activities.

This platform, owned by farmers, enables them to participate in and benefit from every stage of the value chain, from paddy cultivation through to the final product. By directly linking farmers to markets and ensuring profitable prices, the initiative encourages expansion of traditional rice varieties under cultivation. Enhanced market access supports increased adoption of these varieties among producers.

In addition, the platform promotes value-added rice products through a comprehensive marketing strategy, aiming to increase returns for participating farmers.

Global Rice Agro Pvt Ltd has established a Common Facility Centre in Thanjavur, operated under Needhamangalam Farmer Producer Company Ltd (FPC), for processing both traditional rice varieties and related value-added products.

The organization works collaboratively with farmers to standardise cultivation methods and post-harvest practices.

Its flagship brand, Nelvita, highlights the diversity and health benefits of traditional rice varieties from Tamil Nadu, offering options with low glycemic indices and high micronutrient content. Nelvita also features a range of convenient value-added rice products—including rice flour, idli dosa batter, and instant idiyappam—tailored for contemporary lifestyles while maintaining uncompromising standards of purity and nutrition.