**Executive Summary**
This document details the first export of Geographical Indication (GI)-tagged Joha Rice from Assam to the United Kingdom and Italy, facilitated by APEDA. The 25 metric tonnes consignment was dispatched on March 12, 2026, as part of APEDA's efforts to promote GI-tagged products and expand agricultural exports from India's North Eastern Region. This initiative aims to strengthen market linkages and improve farmer income.
**Key Points / Main Content**
* **First Export of GI-Tagged Joha Rice:** APEDA facilitated the initial export of 25 metric tonnes of GI-tagged Joha Rice from Assam to the United Kingdom and Italy.
* **Consignment Details:** The consignment was dispatched on March 12, 2026, and is an export of Joha rice, an indigenous aromatic variety from Assam that received GI tag in 2017.
* **Production and Cultivation:** Joha rice is cultivated across approximately 21,662 hectares in Assam, with an estimated production of 43,298 metric tonnes in FY 2024–25, primarily in districts like Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang, and Golaghat.
* **Previous Export Efforts:** APEDA has previously facilitated exports of GI-tagged Joha rice, including 1 metric tonne to Vietnam and 2 metric tonnes to five Middle Eastern countries (Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia).
* **Export Undertaking:** The current export is being managed by APEDA-registered exporter M/s Safe Agritrade Pvt. Ltd., Kolkata, with processing and packing done by Pratik Agro Food Processing, Guwahati, Assam.
* **Initiative's Objectives:** This export is part of APEDA's ongoing efforts to promote GI-tagged agricultural products, enhance market connections between producers and international buyers, expand agricultural exports from the North Eastern Region, and ensure better prices for farmers.
**Impact Analysis**
**Farmers in Assam**
* **Impact:** Increased income due to enhanced market access and potentially better price realization for their produce. Expansion of cultivation area and production is also implied.
* **Action Required:** Continue cultivation and production of Joha Rice to meet export demands.
**APEDA (Agricultural and Processed Food Products Export Development Authority)**
* **Impact:** Successful facilitation of a new international market for a GI-tagged Indian agricultural product, fulfilling its mandate to promote exports and strengthen market linkages.
* **Action Required:** Continue promoting GI-tagged products and exploring new market opportunities.
**M/s Safe Agritrade Pvt. Ltd., Kolkata**
* **Impact:** Opportunity to engage in international trade of a premium agricultural product, contributing to their business growth.
* **Action Required:** Fulfill export obligations and potentially expand future export activities for Joha Rice.
**Pratik Agro Food Processing, Guwahati, Assam**
* **Impact:** Increased business activity through processing and packing of export-quality Joha Rice.
* **Action Required:** Maintain quality standards for processing and packing to meet international requirements.
**Government of Assam (Department of Agriculture)**
* **Impact:** Enhanced agricultural exports from the state, contributing to economic development and farmer welfare.
* **Action Required:** Continue supporting agricultural initiatives and production of GI-tagged products.
**International Buyers (United Kingdom and Italy)**
* **Impact:** Access to a unique, high-quality, GI-tagged aromatic rice variety from India.
* **Action Required:** Procure and distribute the Joha Rice, potentially creating ongoing demand.
Key Entities Referenced
APEDA: The Agricultural and Processed Food Products Export Development Authority, a key body facilitating agricultural exports.
Joha Rice: The specific agricultural product that is the subject of the export, known for its GI tag.
Geographical Indication (GI) tag: The official designation recognizing the origin and quality of Joha Rice, central to its market positioning.
Assam: The state where Joha Rice is cultivated and from which it is being exported.
Ministry of Commerce & Industry: The overarching government ministry under which APEDA operates.
Ministry of Commerce & Industry
APEDA Facilitates First Export of GI-Tagged
Joha Rice from Assam to the United Kingdom
and Italy
Posted On: 13 MAR 2026 4:07PM by PIB Delhi
The Agricultural and Processed Food Products Export Development Authority (APEDA), under the
Ministry of Commerce & Industry, Government of India, facilitated the first export consignment of 25
metric tonnes of Geographical Indication (GI)-tagged Joha Rice from Assam to the United Kingdom and
Italy. The consignment was dispatched on 12 March 2026 in collaboration with the Department of
Agriculture, Government of Assam.
Joha rice, an indigenous aromatic variety from Assam, received the Geographical Indication (GI) tag in
2017. Known for its distinct fragrance, fine grain texture and rich taste, the rice is gaining recognition in
premium domestic and international markets.
In Assam, Joha rice is cultivated across about 21,662 hectares with an estimated production of
approximately 43,298 metric tonnes during FY 2024–25. The major producing districts include Nagaon,
Baksa, Goalpara, Sivasagar, Majuli, Chirang and Golaghat, providing strong potential for expanding
exports while enhancing farmers’ income.
APEDA has been actively promoting the global presence of Joha rice. Earlier, the Authority 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.
The export consignment was flagged off by Minister of Agriculture, Government of Assam, Shri Atul
Bora, in the presence of Agriculture Production Commissioner, Government of Assam, Smt. Aruna
Rajoria (IAS); State Project Director, ARIAS Society, Shri Virendra Mittal (IAS); Director of Agriculture,
Government of Assam, Dr. Uday Praveen (IAS); APEDA Official, Shri Saurabh Srivastava; along with
officials from the Plant Quarantine Department, the Department of Agriculture and APEDA Regional
Office, Guwahati.
The export is being undertaken by APEDA-registered exporter M/s Safe Agritrade Pvt. Ltd., Kolkata. The
consignment has been processed and packed at Pratik Agro Food Processing, Guwahati, Assam.
This initiative is part of APEDA’s continued efforts to promote GI-tagged agricultural products from India
and strengthen market linkages between producers and international buyers, while expanding agricultural
exports from the North Eastern Region and ensuring better price realisation for farmers.
***
Abhishek Dayal/Garima Singh/Anushka Pandey
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