Assam’s GI-Tagged Joha Rice Reaches UK and Italy in First Export Breakthrough

Assam GI-tagged Joha rice exported to UK and Italy for the first time

India has achieved another milestone in agricultural exports. A first shipment of Assam’s traditional Joha rice has reached European markets. The aromatic rice variety recently arrived in the United Kingdom and Italy, marking its first commercial export to these countries.

The export initiative was supported by the Agricultural and Processed Food Products Export Development Authority under the Ministry of Commerce and Industry. Authorities coordinated the shipment with the Government of Assam and the state agriculture department.

Officials confirmed that the consignment left India on March 12.

Traditional Joha Rice Gains Global Recognition

Joha rice is an indigenous aromatic rice variety grown in the northeastern state of Assam. The rice received its Geographical Indication status in 2017, highlighting its regional uniqueness and quality.

Consumers value Joha rice for its:

Natural fragrance
Soft grain texture
Distinct traditional taste

These qualities have helped the variety gain popularity beyond local markets.

Cultivation Expanding Across Assam

Farmers cultivate Joha rice across several districts of Assam. The crop currently covers about 21,662 hectares of farmland. Production for the 2024–25 financial year is estimated at around 43,298 metric tonnes.

Major producing districts include:

Nagaon
Baksa
Goalpara
Sivasagar
Majuli
Chirang
Golaghat

Agriculture officials believe export demand can improve farmer income in these regions.

Earlier Global Shipments Created Export Momentum

This is not the first time Joha rice has entered international markets. However, the recent shipment to Europe represents an important step.

Earlier exports included:

One metric tonne sent to Vietnam
Two metric tonnes shipped to Middle Eastern markets such as Kuwait, Bahrain, Qatar, Oman and Saudi Arabia

These initial shipments helped test international demand and market acceptance.

Export Push for GI-Tagged Agricultural Products

Government agencies continue to promote Indian GI-tagged agricultural products worldwide. Authorities believe that unique regional crops can attract niche international buyers.

Such exports also support rural development and help farmers receive better prices for specialty crops.

For instance, rising demand for specialty rice varieties may influence Indian rice prices in premium export segments. Similarly, diversification in agricultural exports is growing alongside sectors like export rice from India, which also serves global markets.