Assam’s GI-tagged joha rice, renowned for its distinctive aroma and flavor, is set to be exported to the United Kingdom and Italy, following the recent launch of a 25 metric tonne shipment overseen by Assam’s agriculture minister, Atul Bora. This landmark event was facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA) in partnership with the state agriculture department, with the shipment executed by M/s Safe Agritrade Pvt Ltd, a registered exporter known for specializing in rice and spices. Joha rice, an indigenous aromatic variety from Assam, obtained its Geographical Indication (GI) tag in 2017, and is appreciated for its unique fragrance, fine grain texture, and rich taste. Its growing popularity is fueled by an increasing global demand for traditional and healthy grains, thereby enhancing joha rice’s stature in both premium domestic and international markets. Previously, the export of one metric tonne of joha rice to Vietnam and subsequent shipments of two metric tonnes to five other Middle Eastern countries—including Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia—marked initial steps in its international distribution. This substantial shipment to the UK and Italy exemplifies Assam’s capability to comply with international quality standards while simultaneously boosting the global visibility of joha rice and providing economic benefits to local farmers in the state.
