Sustainable Market Dynamics and Supply Chain Management: Examining the Availability of Hybrid Paddy Seeds in Different Regions of Odisha

Hybrid paddy seeds were developed in order to enhance production, pest control and adapt to new conditions of the environment. However, the use of these seeds has not been implemented effectively in Odisha. This research aims at analyzing the market structure and supply chain of hybrid paddy seeds in Odisha, India and its sustainable dimensions by exploring the distribution, usage and issues faced by the concerned stakeholders in different parts of the State. The research employs both quantitative questionnaires and qualitative interviews with actual and potential farmers, seed distribution companies, seed retailers and government officials involved in the policymaking process. Some of the emerging constraints for the delivery of improved seeds include the locations and accessibility for the private seed companies, prices for small-holder farmers and distribution of the seeds across the targeted areas. It also draws out environmental sustainability issues surrounding hybrid paddy production and called for integrated and sustainable practices in agriculture. The study highlights the role of synergy between government organizations at national and state levels, private stakeholders and farmers and rural people in increasing the availability and utilization of hybrid paddy seeds in Odisha.