- Premium Indian aromatic non-basmati rice enters European markets
- Shipments highlight growing demand for speciality rice, GI-tagged produce
India has marked a new milestone in speciality rice exports with the first overseas shipments of geographically indicated (GI)-tagged Joha rice from Assam to the United Kingdom and Italy. The consignments were facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA), signalling rising international interest in niche Indian rice varieties beyond basmati.
Joha rice, a short-grain aromatic non-basmati variety cultivated primarily in Assam, is known for its distinct fragrance, soft texture and unique regional identity. Its GI status protects the variety’s origin and quality attributes, helping differentiate it in global markets where demand for premium and traceable agri-products is expanding.
Joha rice is cultivated across nearly 21,662 hectares in Assam, with production estimated at around 43,298 tonnes (t) in FY 2024-25. Key growing districts include Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang and Golaghat, forming the core supply base for the aromatic short-grain variety and offering scope to scale exports while improving farmer realisations.
APEDA has been working to position Joha rice in international markets and previously facilitated trial shipments of 1 t to Vietnam and 2 t to Middle Eastern destinations including Kuwait, Bahrain, Qatar, Oman and Saudi Arabia. The latest export consignment was flagged off by Assam’s Agriculture Minister Atul Bora and is being shipped by APEDA-registered exporter Safe Agritrade Pvt. Ltd., Kolkata. Processing and packaging of the cargo were carried out at Pratik Agro Food Processing in Guwahati.
Export push for GI rice and northeast agri-products
The shipments form part of India’s broader strategy to promote GI-tagged agricultural commodities and diversify rice exports beyond traditional basmati shipments. APEDA has been actively supporting exporters, farmer groups and processors in the northeastern region to strengthen supply chains, improve certification compliance, and build export-ready value chains.
Agricultural exports from the Northeast have grown significantly in recent years, supported by improved market access and institutional backing. APEDA officials say that expanding exports of speciality crops such as Joha rice could enhance farmer incomes while positioning India as a supplier of premium, origin-specific rice in international markets.
With Europe emerging as an early destination for these niche shipments, exporters see potential for Joha rice to gradually develop a premium market segment similar to other globally recognised aromatic rice varieties.
Leave a Reply