TNM (With ANI Inputs)

The Agricultural and Processed Food Products Export Development Authority (APEDA), under the Ministry of Commerce and Industry, facilitated the first export consignment of 25 metric tonnes of Geographical Indication (GI)-tagged Joha rice from Assam to the United Kingdom and Italy on March 12, 2026. This effort was undertaken in collaboration with the Assam Agriculture Department.

Joha rice, an indigenous aromatic variety from Assam, was awarded its GI tag in 2017. It is recognised for its distinctive fragrance, fine grain texture, and rich taste. The rice is gaining attention in premium domestic and international markets, reflecting its blend of heritage, nutrition, and market potential amid increasing interest in traditional and health-promoting grains.

Joha rice cultivation covers approximately 21,662 hectares, producing about 43,298 metric tonnes as of the financial year 2024-25. Key production districts include Nagaon, Baksa, Goalpara, Sibsagar, Majuli, Chirang, and Golaghat. The strong production base offers an opportunity to create export surpluses and enhance farmers’ incomes.

Previously, APEDA facilitated the export of 1 metric tonne of GI-tagged Joha rice to Vietnam and subsequently 2 metric tonnes to five Middle Eastern countries: Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia. The first shipment to the UK and Italy marks a significant milestone, indicating the capacity to meet international quality standards and increasing the variety’s visibility in new markets.

APEDA stated its commitment to promoting agricultural products from India’s North Eastern Region, ensuring better price realisation to directly benefit farmers.

The shipment was flagged off by the Honourable Agriculture Minister of the Government of Assam, Atul Bora, in the presence of Agriculture Production Commissioner Aruna Rajoria (IAS), Virendra Mittal (IAS), State Project Director of ARIAS Society, Director of Agriculture Dr Uday Praveen (IAS), Saurabh Srivastava (APEDA), and officials from Plant Quarantine, the Agriculture Department, and APEDA’s regional office in Guwahati.

M/s Safe Agritrade Pvt Ltd, Kolkata, an APEDA-registered exporter primarily engaged in rice and spice exports, is undertaking the first export of GI-tagged Joha Rice from Assam to the UK and Italy. The 25 metric tonnes consignment was processed and packed at Pratik Agro Food Processing, Guwahati, Assam.

This initiative aligns with APEDA’s strategy to promote GI-tagged products by establishing direct market links between producer groups and buyers, thereby expanding India’s agricultural exports.

Published Date: March 13, 2026