Professor Jayashankar Telangana State Agricultural University (PJTSAU) is an educational and research Institute, that developed a new rice variety namely Telangana Sona (RNR 15048), released through State Variety Release Committee (SVRC) bearing Lr. No.SRC(2)295/2015 dated 26.11.2015 of Commissioner & Director of Agriculture, Govt. of Telangana. The variety has been notified vide Indian Gazette Notification No.S.O. 2238 (E) dated 29.06.2016 and has been recommended for cultivation in the state of Telangana. However, due to wider adaptability and preferences, the variety is being cultivated in many other states viz., Andhra Pradesh, Karnataka, Tamilnadu, Maharashtra, Odisha, West Bengal, etc. The said variety was also registered under the Protection of Plant Variety & Farmers’ Rights Act of 2001 (A Statutory body created by an act of Parliament) bearing Registration No. 196 of 2018. Telangana Sona (RNR 15048) is a short-duration, blast-resistant rice variety suitable for both Kharif and rabi seasons. It has a high (>67%) Head Rice Recovery even in rabi harvests, which is a major advantage to the farmers and millers. It became popular on account of its unique grain size and shape (short slender) besides cooking quality as evident from intermediate estimates of alkali spreading value, gel consistency, and amylose. RNR 15048 has been classified under the low glycemic index category with values of 51.5 (Umamaheshwari et al., 2015, Release proposals of RNR 15048 variety) and 51.72 (Prasanthi et al., 2019, American Journal of Food and Nutrition, 7(4):158-165). Keeping in view of several advantages of this variety with respect to the farmer (high yield, short duration, blast resistance), trader (high head rice recovery, very fine grain), and consumer (low glycemic index, good cooking quality, slenderness), the University has decided to popularize the benefits through branding for a total value chain approach involving all the stakeholders. In this context, the University has developed a strategy of Memorandum of Agreement for rice traders on a nonexclusive basis. The firms that have signed this agreement can utilize the image of PJTSAU by highlighting the low glycemic index component besides getting technical support in quality rice production. So far two firms i.e. M/s. Befach 4x Private Limited and M/s. Deccanmudra has signed the agreement and taking benefits out of it.