The Agricultural and Processed Food Products Export Development Authority (APEDA) has overseen the initial export of 25 metric tonnes of GI-tagged Joha rice from Assam to the United Kingdom and Italy, as announced by the Commerce Ministry. This consignment, sent on March 12 in partnership with the Department of Agriculture, Government of Assam, signifies a step towards enhancing exports and uplifting farmers’ incomes in the region. APEDA has actively been promoting the global presence of Joha rice, showcasing its export potential.
Officials highlight the significant export prospects in the region, aiming to boost farmers’ earnings. APEDA’s efforts have extended to promoting Joha rice globally, with previous exports of one metric tonne to Vietnam and two metric tonnes to five Middle Eastern countries. The export drive was inaugurated by Assam Agriculture Minister Atul Bora, alongside other key officials, emphasizing the importance of agricultural exports for the region’s economic growth.
The export operation, managed by APEDA-registered exporter Safe Agritrade Pvt Ltd, involved processing and packaging the consignment at Pratik Agro Food Processing. The initiative aligns with APEDA’s strategy to promote India’s GI-tagged agricultural products worldwide, fostering stronger connections between producers and international markets. By expanding agricultural exports from the North Eastern Region, the aim is to secure better prices for farmers, ensuring sustainable growth in the sector.
Joha rice, a native aromatic variety from Assam, received Geographical Indication status in 2017, known for its unique fragrance, fine texture, and exquisite taste. This premium rice variety is gaining popularity both domestically and internationally. In Assam, Joha rice is cultivated across approximately 21,662 hectares, with an estimated production of 43,298 metric tonnes during FY 2024–25, primarily in districts like Nagaon, Baksa, and Golaghat.
