Guwahati: In a significant milestone for Northeast India’s agricultural sector, the Agricultural and Processed Food Products Export Development Authority (APEDA) has successfully facilitated the first export consignment of Assam’s indigenous Joha rice to the United Kingdom and Italy.
The 25-metric-tonne consignment was officially dispatched on March 12, marking a major collaborative effort with the Department of Agriculture, Government of Assam, to boost the global presence of regional agricultural products.
A Global Push for Assam’s Heritage Rice
Joha rice is a premium, short-grain aromatic variety unique to Assam. Known worldwide for its distinct natural fragrance, fine grain texture, and rich taste, the crop was officially awarded the Geographical Indication (GI) tag in 2017.
APEDA’s latest European export initiative aims to strengthen market linkages between local producers and international buyers, ensuring better price realization for local farmers and elevating India’s GI-tagged products on the global stage.
Joha Rice Production and Cultivation Highlights
The export push offers massive potential for improving the livelihoods of farmers across the state. During the 2024–25 financial year, Assam’s Joha rice cultivation saw strong numbers:
- Total Cultivation Area: Cultivated across approximately 21,662 hectares.
- Estimated Production: Expected to yield around 43,298 metric tonnes.
- Key Producing Districts: Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang, and Golaghat.
Expanding International Footprints
The successful shipment to the UK and Italy builds upon APEDA’s previous successes in exporting this aromatic rice. Earlier global shipments of Joha rice included:
- One metric tonne exported to Vietnam.
- Two metric tonnes shipped to five Middle Eastern nations (Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia).
Key Stakeholders in the Export Initiative
The flagship European consignment was officially flagged off in Guwahati by Assam Agriculture Minister Atul Bora. The event was attended by senior officials from APEDA, the Agriculture Department, the Assam Rural Infrastructure and Agricultural Services Society (ARIAS), and the Plant Quarantine Department.
The successful trade was executed by Safe Agritrade Pvt. Ltd., an APEDA-registered exporter based in Kolkata. Local processing and packaging were handled by Pratik Agro Food Processing in Guwahati, ensuring the rice met stringent international quality standards before export.
