Assam’s GI-tagged joha rice, known for its unique aroma and taste, will now reach the markets of the United Kingdom and Italy. Assam agriculture minister Atul Bora on Thursday flagged off the first export consignment of 25 metric tonnes of GI-tagged joha rice from here to the two European nations. The export was facilitated by the APEDA (Agricultural and Processed Food Products Export Development Authority), in collaboration with the state agriculture department. The shipment has been undertaken by M/s Safe Agri trade Pvt Ltd, an APEDA-registered exporter specializing in rice and spices.
Joha rice, an indigenous aromatic variety from Assam, received the Geographical Indication (GI) tag in 2017. It is highly valued for its distinct fragrance, fine grain texture, and rich taste. With rising global interest in traditional and healthy grains, joha rice is gaining recognition in premium domestic and international markets. “Earlier, one metric tonne of joha rice was exported to Vietnam, followed by two metric tons to five Middle Eastern countries — Kuwait, Bahrain, Qatar, Oman and Saudi Arabia,” the minister informed. This first large shipment to the UK and Italy highlights Assam’s ability to meet international quality standards and increases the global visibility of Joha rice. It will also benefit the farmers of the state.
