India’s GI-Tagged Joha Rice from Assam Makes Its Global Debut in the UK and Italy

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Dated: 16.03.2026

India’s GI-Tagged Joha Rice from Assam Makes Its Global Debut in the UK and Italy

The Agricultural and Processed Food Products Export Development Authority (APEDA), under the Ministry of Commerce & Industry, Government of India, has achieved another milestone in promoting India’s agricultural exports. On March 12, 2026, APEDA facilitated the first-ever export consignment of 25 metric tonnes of Geographical Indication (GI)-tagged Joha rice from Assam to the United Kingdom and Italy. This landmark achievement highlights India’s commitment to showcasing its unique agricultural products on the global stage.

Joha Rice: A Culinary Treasure from Assam 

Joha rice, an indigenous aromatic variety cultivated in Assam, is renowned for its distinct fragrance, fine grain texture, and rich taste. This premium rice variety received the prestigious GI tag in 2017, signifying its unique identity and origin. With its growing recognition in both domestic and international markets, Joha rice is poised to become a global favorite among connoisseurs of fine rice.

In Assam, Joha rice is cultivated across approximately 21,662 hectares, with an estimated production of 43,298 metric tonnes during the financial year 2024–25. The major producing districts include Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang, and Golaghat. These regions hold immense potential for expanding exports, which will not only boost the global presence of Joha rice but also enhance the income of local farmers.

APEDA’s Role in Promoting Joha Rice 

APEDA has been at the forefront of promoting GI-tagged agricultural products from India, including Joha rice. The Authority has been actively working to strengthen market linkages between producers and international buyers, ensuring better price realization for farmers and expanding agricultural exports from the North Eastern Region.

Prior to this milestone, APEDA facilitated the export of 1 metric tonne of GI-tagged Joha rice to Vietnam and 2 metric tonnes to five Middle Eastern countries — Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia. These efforts have paved the way for the current export to the United Kingdom and Italy, marking a significant step in the global recognition of Joha rice.

Flagging Off the Historic Consignment 

The export consignment was flagged off by Shri Atul Bora, Minister of Agriculture, Government of Assam, in the presence of key dignitaries, including Smt. Aruna Rajoria (IAS), Agriculture Production Commissioner, Government of Assam; Shri Virendra Mittal (IAS), State Project Director, ARIAS Society; Dr. Uday Praveen (IAS), Director of Agriculture, Government of Assam; Shri Saurabh Srivastava, APEDA Official; and other officials from the Plant Quarantine Department, the Department of Agriculture, and APEDA Regional Office, Guwahati.

The export is being undertaken by M/s Safe Agritrade Pvt. Ltd., Kolkata, an APEDA-registered exporter. The consignment was processed and packed at Pratik Agro Food Processing, Guwahati, Assam, ensuring the highest standards of quality and packaging.

Strengthening Agricultural Exports from the North Eastern Region 

This initiative is part of APEDA’s ongoing efforts to promote GI-tagged agricultural products from India. By facilitating the export of Joha rice, APEDA aims to strengthen market linkages, expand agricultural exports from the North Eastern Region, and ensure better price realization for farmers. The export of Joha rice to premium international markets like the United Kingdom and Italy is expected to open new avenues for other unique agricultural products from the region.

Conclusion

The first export of GI-tagged Joha rice to the United Kingdom and Italy is a testament to the rich agricultural heritage of Assam and the collaborative efforts of APEDA, the Department of Agriculture, Government of Assam, and other stakeholders. This achievement not only highlights the global appeal of India’s indigenous products but also underscores the potential of agricultural exports in boosting the livelihoods of farmers and contributing to the nation’s economy.

As APEDA continues to promote India’s GI-tagged products, the success of Joha rice serves as an inspiration for further initiatives to bring the country’s unique agricultural treasures to the global market.

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Source: Ministry of Commerce & Industry

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