assam-s-gi-tagged-joha-rice-exported-to-uk-italy

Assam’s indigenous aromatic Joha rice has been exported to the United Kingdom and Italy for the first time, with the Agricultural and Processed Food Products Export Development Authority (APEDA) facilitating a 25-metric-tonne consignment.

 

The export, dispatched on March 12, was organised in collaboration with the Department of Agriculture, Government of Assam, the Ministry of Commerce and Industry said in a press release. The initiative was flagged off by Assam Agriculture Minister Atul Bora in Guwahati in the presence of senior officials from the Agriculture Department, the Assam Rural Infrastructure and Agricultural Services Society (ARIAS), APEDA, and the Plant Quarantine Department.

 

Joha rice, which received a Geographical Indication (GI) tag in 2017, is known for its distinctive fragrance, fine-grain texture, and rich taste. Cultivated across 21,662 hectares in Assam, the variety produced an estimated 43,298 metric tonnes during the 2024–25 financial year. Major producing districts include Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang, and Golaghat.

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The first export to the UK and Italy is expected to open new markets for the aromatic rice while enhancing income opportunities for farmers in the region. The consignment is being handled by APEDA-registered exporter Safe Agritrade Pvt. Ltd., Kolkata, while processing and packing were undertaken by Pratik Agro Food Processing in Guwahati.

 

APEDA has been actively promoting Joha rice internationally. Previously, the authority facilitated the export of one metric tonne to Vietnam and two metric tonnes to five Middle Eastern countries, including Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia.

 

Officials said the move is part of APEDA’s sustained effort to promote GI-tagged agricultural products from India, strengthen market linkages between producers and international buyers, and expand agricultural exports from the Northeast. By improving global recognition and access for Joha rice, the initiative aims to ensure better price realisation for farmers while showcasing Assam’s unique agricultural produce on the international stage.