Is value addition and direct selling of red rice worth it for better margins?

Direct selling milled red rice can earn more than handing raw paddy to a mill at the plain rate, because the health and specialty premium sits in clean, well milled, branded rice rather than in raw paddy. To do it you need access to milling that keeps the red bran layer intact rather than over polishing it away, good cleaning and grading, packing, and a buyer such as health food stores, online buyers, or an FPO with market links, plus food licensing for packed sale. The honest caution is that the premium for red rice is moderate, not huge, and doing your own milling and marketing takes effort and working capital, so for one small farmer it often makes more sense through an FPO that mills and brands together. Start with a small lot to test demand and price before committing. Confirm milling and licensing details locally.