In a significant step towards boosting agricultural exports from the North Eastern Region (NER), Assam’s Geographical Indication (GI)-tagged Joha Rice—celebrated for its distinct aroma, soft texture, and nutritional richness—has made its way to international markets.

A 1 metric ton consignment of Joha Rice was flagged off to Vietnam via air cargo on 7 April 2025, from Lokpriya Gopinath Bordoloi International (LGBI) Airport, Assam, aboard Air India. This initiative marks a crucial milestone in showcasing the export potential of indigenous agri-produce from the region.

The consignment was exported by Jingshai Enterprise and imported by Lekha Distributor Co. Ltd, Vietnam, under the facilitation of the Agricultural and Processed Food Products Export Development Authority (APEDA). The flag-off ceremony was held to commemorate this first-of-its-kind shipment, positioning Joha Rice for greater international visibility.

This development aligns with India’s broader goals under the ‘One District One Product (ODOP)’ initiative and the ‘Vocal for Local, Global Outreach’ vision, reinforcing efforts to promote unique Indian agricultural products globally.

APEDA continues to play a pivotal role in enabling such exports by supporting local producers and strengthening the agricultural value chain in the North East.

Source - Rewritten based on the information provided by APEDA