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The purpose of this paper is to determine the antioxidant properties and phenol content of methanolic extracts of six white varieties and six purple/brown varieties of Indian rice and to find some relationship between the antioxidant properties, phenolic content in the varieties analyzed.

Methanolic extracts of different rice varieties were analyzed for their superoxide radical scavenging activity, 2,2‐diphenyl‐1‐picrylhydrazyl (DPPH) radical scavenging activity, total antioxidant capacity, reducing power and ferrous ion chelating properties. The extracts were analyzed for determination of total phenol content, anthocyanin content, oryzanol content. Phenolic acids were determined by HPLC.

All the rice varieties (white and purple/brown) showed activity in a dose‐dependent manner. Free phenolic acids, e.g. protocatechuic acid, caffeic acid, vanillic acid, p‐coumaric acid (PCA), ferulic acid and sinapic acid and the phenolic aldehyde vanillin could be detected in all the rice samples analyzed. No relationship could be established between activity and metabolite content. Principal component analysis and classification shows that superoxide radical scavenging activity, total phenolic acid, protocatechuic acid and ferulic acid are the components to differentiate the varieties from each other.

Little work has been done on the antioxidant activity of white rice. The authors report superoxide radical scavenging activity, DPPH radical scavenging activity, total antioxidant activity, reducing power and ferrous ion chelating properties and phenolic contents of six white varieties and six purple/brown varieties of Indian rice. Free phenolic acids like protocatechuic acid, caffeic acid, vanillic acid, PCA, ferulic acid and sinapic acid are reported from all the 12 varieties of rice.

The downstream oil marketing companies (OMCs) have an opportunity to compensate their huge under-recovery by increasing non-fuel revenues through strategic planning for collaboration with organized companies (OCs) of auto-servicing sector, who are experiencing a surge in the demand for auto-servicing. The purpose of this paper is to explore the business need for strategic collaboration and empirically validate the building mechanism for collaborative capacities between the two sectors (OMCs and OCs).

The paper is designed to explore the implementation of collaboration using needs analysis, exploratory factor analysis and structural equation modelling process for building collaborative capacities between the two sectors.

Although alignment is a necessary condition before allowing for a valid collaboration between the two sectors, the external alignment process is highly significant for implementing collaboration unlike the internal alignment process.

Methodological limitations include the use of convenience sampling and anonymous survey-based research.

Selecting the “right” identified factors for collaboration is unquestionably one of the most important topics in the collaboration literature, which holds vast practical implications.

This study provides practical and theoretical insights for implementing collaboration based on empirical results.