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Assam's Aromatic Joha Rice Makes Historic First Export to UK & Italy

APEDA has facilitated the first-ever export of 25 metric tonnes of Assam's Geographical Indication-tagged Joha Rice to the United Kingdom and Italy. The aromatic rice variety, which received its GI tag in 2017, is cultivated across approximately 21,662 hectares in Assam. This initiative aims to strengthen market linkages for premium agricultural products from India's North Eastern Region. The export is expected to enhance farmers' income by ensuring better price realization in international markets.

Key Points: First Export of GI-Tagged Joha Rice from Assam to UK, Italy

  • First export to UK & Italy
  • 25 metric tonnes consignment
  • GI-tagged aromatic rice
  • Cultivated across 21,662 hectares
  • Part of APEDA's promotion strategy
2 min read

APEDA facilitates first export of GI-tagged Joha Rice from Assam to United Kingdom, Italy

APEDA facilitates historic first export of Assam's aromatic GI-tagged Joha rice to the United Kingdom and Italy, boosting farmer income.

"expanding agricultural exports from the North Eastern Region and ensuring better price realisation for farmers - APEDA Initiative"

New Delhi, March 14

The Agricultural and Processed Food Products Export Development Authority, under the Ministry of Commerce & Industry, Government of India, facilitated the first export consignment of 25 metric tonnes of Geographical Indication-tagged Joha Rice from Assam to the United Kingdom and Italy.

According to a press release issued by the Ministry of Commerce & Industry, the consignment was dispatched on March 12 in collaboration with the Department of Agriculture, Government of Assam.

Joha rice, an indigenous aromatic variety from Assam, received the Geographical Indication (GI) tag in 2017. Known for its distinct fragrance, fine grain texture and rich taste, the rice is gaining recognition in premium domestic and international markets.

In Assam, Joha rice is cultivated across about 21,662 hectares with an estimated production of approximately 43,298 metric tonnes during FY 2024-25. The major producing districts include Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang and Golaghat, providing strong potential for expanding exports while enhancing farmers' income.

APEDA has been actively promoting the global presence of Joha rice. Earlier, the Authority facilitated the export of 1 metric tonne of GI-tagged Joha rice to Vietnam and 2 metric tonnes to five Middle Eastern countries, Kuwait, Bahrain, Qatar, Oman and Saudi Arabia.

The export consignment was flagged off by Minister of Agriculture, Government of Assam, Atul Bora, in the presence of Agriculture Production Commissioner, Government of Assam, Aruna Rajoria (IAS), State Project Director, ARIAS Society, Virendra Mittal (IAS), Director of Agriculture, Government of Assam, Uday Praveen (IAS), APEDA Official, Saurabh Srivastava, along with officials from the Plant Quarantine Department, the Department of Agriculture and APEDA Regional Office, Guwahati.

The export is being undertaken by APEDA-registered exporter M/s Safe Agritrade Pvt. Ltd., Kolkata. The consignment has been processed and packed at Pratik Agro Food Processing, Guwahati, Assam.

This initiative is part of APEDA's continued efforts to promote GI-tagged agricultural products from India and strengthen market linkages between producers and international buyers, while expanding agricultural exports from the North Eastern Region and ensuring better price realisation for farmers.

- ANI

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Reader Comments

R
Rohit P
Great step for the North East! Finally seeing products from Assam getting the international attention they deserve. Joha rice is truly special. Hope this leads to better infrastructure and support for farmers in the region. The focus should remain on ensuring they get a fair share of the profits.
D
David E
As someone living in the UK, I'm excited to try this! We have access to Basmati, but an aromatic rice from Assam is new. The GI tag gives confidence about its authenticity. Looking forward to finding it in specialty stores here.
A
Arjun K
While this is a positive development, I have a respectful critique. 25 metric tonnes is a good start, but it's a tiny fraction of the total production mentioned (~43,298 MT). The real success will be in scaling this up consistently and building a strong brand so that Joha becomes a household name like Basmati. The supply chain from small farmers to international ports needs to be robust.
S
Shreya B
Joha rice is a gem! My family is from Assam and we always use it for special occasions. Its fragrance is unmatched. So proud to see it going to Italy and the UK. This is true "Vocal for Local" going global. Hope the farmers in Nagaon, Goalpara, and other districts see a real boost in their income.
M
Michael C
Interesting read. The strategic move to target premium markets in Europe and the Middle East first makes sense. It builds a high-value perception. The involvement of multiple government departments (APEDA, State Agriculture, IAS officers) shows a coordinated push, which is often what's needed for agricultural exports to take off.

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