Assam’s aromatic rice variety enters international market, boosting hopes for farmers and agri-export potential
Dibrugarh: Assam’s prized Joha rice has taken a significant step onto the global stage with its first major international shipment to Dubai. On Sunday, Assam Water Resources Minister Pijush Hazarika flagged off a 10-tonne consignment from Demow in Sivasagar district, a landmark moment for the state’s agri-export sector.
The premium paddy was cultivated by farmers from Nitaipukhuri and Demow, reflecting growing international demand for indigenous crops, reported timesofindia.indiatimes.com.
Joha rice is renowned for its delicate aroma, small grain size, and unique flavour. It holds a revered place in Assamese cuisine, especially in traditional dishes like Pitha, Payokh, and Jolpan.
Apart from its culinary appeal, it is valued for health benefits including a low glycemic index and natural antioxidants, making it a favourite among health-conscious consumers.
Assam’s fragrant Joha rice ships 10 tonnes to Dubai in first global push, unlocking new export potential
Speaking at the flag-off ceremony, Minister Pijush Hazarika said, “The shipment of Joha paddy to Dubai showcases the global recognition of Assam’s agricultural heritage. Our farmers have nurtured this variety for generations, and now the world will experience its uniqueness.”
He noted that the Middle Eastern market, with a high demand for specialty rice and a large Indian diaspora, offers great promise for Joha’s global future.
Thowra MLA Sushanta Borgohain, present at the event alongside agriculture officials, highlighted the export’s economic significance: “Joha rice is now poised to compete at the global level. By linking our traditional produce with international markets, we’re not only boosting farmer incomes but also encouraging sustainable agriculture.”
Farmers in the region are enthusiastic about the development. “We’ve grown Joha rice for generations. Seeing it shipped internationally gives us hope for better prices and global recognition of our hard work,” said Prabhat Gogoi, a farmer from Nitaipukhuri.
This milestone was made possible by Jyoti Agricultural Service Group, Sivasagar, in collaboration with the Department of Agriculture and the Assam Agribusiness & Rural Transformation Project (APART), marking a critical move in transforming Assam’s rural economy through value-added exports.
