For the first time, India has exported GI-tagged Joha rice from Assam to the United Kingdom and Italy, marking a significant milestone for the state’s premium aromatic rice industry. The shipment highlights the growing international recognition of India’s geographical indication (GI) products and the increasing demand for specialty rice varieties in European markets.
Industry sources said the consignment, comprising carefully packed and branded Joha rice, reflects the unique aroma and taste of Assam’s traditional rice varieties. The export initiative is expected to strengthen market access for other GI-tagged agricultural products from the region and boost farmers’ incomes.
Trade analysts noted that the UK and Italy have a growing appetite for premium, high-quality rice, especially varieties with certified origin and traceable production methods. The success of this first shipment may pave the way for expanded exports to additional European countries in the coming years.
Officials from the Assam Agricultural Marketing Board and export partners emphasized that this debut export reinforces India’s commitment to promoting its GI products globally while ensuring that traditional agricultural practices are preserved and rewarded.
The move is also expected to support regional branding, increase global awareness of Assam’s unique rice heritage, and encourage value-added production and packaging initiatives for other specialty crops in the state.