Tulaipanji is an indigenous aromatic rice lanace grown mainly in Raiganj sub-division of Uttar Dinajpur and small pockets of Dakshin Dinajpur district of West Bengal, India. Farmers cultivate it organically with no/ low inputs in the jute cultivated fields after harvesting the crop. A study has been conducted with major objectives to find out the problems and prospects of cultivation of Tulaipanji, to restore the quality and aroma besides developing a suitable market chain. It is revealed that realized price of Tulaipanji is very low considering its quality and aroma. Malpractice through adulteration by mixing the similar type of nonaromatic rice causes the deterioration of the market value and demand of Tulaipanji. Emphasize is to be given on development of suitable 'marketing channel' and 'branding' the variety. More extensive researches and extension works are highly required for productivity enhancement, including marketing and processing of Tulaipanji. System of Rice Intensifica tion (SRI) is to be adopted for cultivation to augment the productivity. Aggregation of produce by forming producer's groups of Tulaipanji and development marketing channels need to be emphasized.