India has facilitated the export of 25 metric tonnes of Geographical Indication (GI)-tagged Joha rice from Assam to the United Kingdom and Italy, marking an important milestone in promoting indigenous agricultural products in global markets. The consignment was dispatched on 12 March 2026 with the support of the Agricultural and Processed Food Products Export Development Authority (APEDA) under the Ministry of Commerce and Industry, in collaboration with the Assam Agriculture Department.
Joha rice is an aromatic indigenous rice variety from Assam, known for its distinctive fragrance, fine grain texture and rich taste. The product received the GI tag in 2017, recognising its unique geographical origin and traditional cultivation methods in the state.
The export initiative is expected to strengthen the global presence of specialty rice varieties from India’s Northeast region while creating new income opportunities for farmers. According to official data, Joha rice is cultivated across around 21,000 hectares in Assam, with key producing districts including Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang and Golaghat.
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Commerce and Industry Minister Piyush Goyal said the shipment reflects the government’s efforts to expand India’s agricultural exports, open new international markets and promote value-added farm products.
APEDA has been actively promoting GI-tagged agricultural commodities abroad. Earlier consignments of Joha rice were exported in smaller quantities to countries such as Vietnam and several Middle Eastern nations.
The latest export to Europe is expected to enhance international recognition of Assam’s traditional crops and encourage greater demand for premium indigenous rice varieties in global markets, benefiting farmers and strengthening India’s agri-export sector.
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