Local cooperatives and farmer groups play a crucial role in promoting and distributing Wada Kolam rice. They ensure quality control, maintain organic standards, and help small farmers access wider markets. Some initiatives have even taken steps to export the rice to international markets, introducing global audiences to this unique grain from Maharashtra.
In recent years, the popularity of Wada Kolam has been further boosted by food bloggers, chefs, and nutritionists who advocate for traditional and indigenous food items. Recipes featuring this rice have started appearing in cookbooks, YouTube channels, and culinary shows, celebrating its taste and cultural value. This growing visibility has led to a renewed appreciation for local produce.
The Wada Kolam cultivation cycle typically begins with the monsoon, as the rain-fed fields are ideal for rice farming. Farmers hand-sow the seeds, care for the crop through manual weeding and water management, and harvest it using time-tested techniques. This labor-intensive process reflects a deep connection with the land and a commitment to quality over quantity.