The Agricultural and Processed Food Products Export Development Authority (APEDA) has facilitated the first export consignment of 25 metric tonnes of Assam’s Joha rice to the United Kingdom and Italy, marking a significant step in expanding the global reach of the aromatic rice variety.
According to a press release issued by the Ministry of Commerce and Industry, the consignment was dispatched on March 12, 2026, 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 and is known for its distinctive fragrance, fine grain texture, and rich taste.
In Assam, Joha rice is cultivated across about 21,662 hectares, with an estimated production of around 43,298 metric tonnes during the 2024–25 financial year. Major producing districts include Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang, and Golaghat. Officials said these regions offer strong potential for scaling up exports and improving farmers’ incomes.
APEDA has previously promoted the global presence of Joha rice by facilitating exports to Vietnam and several Middle Eastern countries, including Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia.
The export consignment was flagged off by Assam Agriculture Minister Atul Bora in Guwahati, in the presence of officials from APEDA and the state agriculture department. Officials said the initiative will strengthen market linkages, boost agricultural exports from the Northeast, and ensure better price realisation for farmers.
