Why in news?
On 12 March 2026, the Agricultural and Processed Food Products Export Development Authority (APEDA) dispatched 25 tonnes of GI‑tagged Joha rice from Assam to the United Kingdom and Italy. This marks the first large‑scale export of this fragrant grain to Europe and aims to boost farmer incomes.
Background
Joha is an indigenous aromatic rice variety cultivated in the Brahmaputra valley of Assam. It received a Geographical Indication (GI) tag in 2017, recognising its unique fragrance and origin. The rice is cultivated mainly in Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang and Golaghat districts.
Key features
- Aroma and taste: Joha rice is prized for its sweet aroma and soft texture. It is often used to make pulao, fried rice and traditional Assamese dishes.
- Cultivation: In the 2024‑25 season the variety was grown on about 21,600 hectares in Assam, producing roughly 43,000 tonnes of grain. Farmers use traditional methods and minimal chemical inputs.
- GI tag: The Geographical Indication protects the identity of Joha rice and prevents unauthorised use of its name. It assures buyers that the grain comes from a specific region and meets quality standards.
- Exports: Prior consignments of Joha rice were sent to Vietnam and Middle‑Eastern countries. The new shipment to the UK and Italy expands its global reach and is expected to enhance returns for growers.
Why this matters
- Farmer livelihoods: Export orders provide higher price realisation for small farmers, encouraging them to cultivate Joha rather than less profitable varieties.
- Branding Assam’s produce: Success of Joha rice can pave the way for other Assamese products with unique qualities to find international markets.
Source: News on Air