Assam Agricultural University (AAU) has developed a nutrient-rich, high-yielding purple rice variety called ‘Labanya’, now officially registered under the Protection of Plant Varieties and Farmers’ Rights Authority (PPVFRA). Combining the health benefits of traditional black rice with greater farming efficiency, ‘Labanya’ boasts a yield potential of 4.5–5 tonnes per hectare—much higher than conventional varieties. The rice features a lower glycemic index, a pleasant aroma, and a shorter cooking time, making it suitable for daily use. Its high head rice recovery rate and 18% amylose content enhance both milling and eating quality. Rich in antioxidants, flavonoids, amino acids, and essential minerals, ‘Labanya’ not only supports healthy diets but is also ideal for value-added products such as gluten-free flour and baked goods. Already sold across more than 18 states with strong repeat customer rates, ‘Labanya’ addresses the usual drawbacks of traditional pigmented rice, offering new economic opportunities for farmers and entrepreneurs while providing consumers with a healthy, locally grown alternative.