Champaran’s unique *Chuda* goes from local to global; GI tag gives wings to the business

Champaran’s unique *Chuda* goes from local to global; GI tag gives wings to the business

Under the leadership of Prime Minister Narendra Modi, the country’s local products are gaining global recognition. Through the GI (Geographical Indication) tag, traditional products are securing a new identity and access to larger markets. A prime example of this is the ‘Marcha Chuda’ (flattened rice) from West Champaran, Bihar, which received the GI tag in 2023. Since then, the business and demand for Marcha Chuda have witnessed exponential growth. The ‘Marcha’ paddy, grown in the soil of West Champaran, is no longer just a local specialty; the taste, fragrance, and distinctive aroma of the *Chuda* produced from it set it apart from other varieties.