Rice cultivation is the major giving employment to many of the people in district. In modern world, through different new food items are prepared by using wheat, etc food prepared by using rice has significance among the Tamil Nadu people. In marketing rice, they have to meet many problems in procurement, storage, choosing distribution channel etc. This prompted the researcher to choose this area for her study. The agricultural and processed food products export development agency (APEDA) is encouraging the rice sector to produce and export organic rice, especially the Basmati rices. Systems of Rice Intensification (SRI) is another emerging water saving technology, which can help the farmers to overcome the present water crisis.