Assam : Joha rice’s global leap, finds market in Dubai
Assam’s fragrant Joha paddy has achieved a global milestone with its first major 10-tonne export to Dubai from Sivasagar district. Flagged off by minister Pijush Hazarika, the initiative highlights growing international demand for Assam’s indigenous crops. Known for its aroma, flavour, and health benefits, Joha rice now enters global markets, boosting farmer incomes and promoting sustainable agriculture.
Dibrugarh: State’s prized Joha paddy has reached a global milestone with its first major export to Dubai. On Sunday, state water resources minister Pijush Hazarika flagged off a 10-tonne consignment from Demow in Sivasagar district, marking a significant step in Assam’s agri-export sector. The paddy, cultivated by farmers in Nitaipukhuri and Demow, showcases the growing international demand for the state’s indigenous crops. Joha rice is a fragrant variety unique to Assam, cherished for its distinct aroma, delicate flavour, and small grain size. Primarily grown in the Brahmaputra Valley, it holds cultural significance in Assamese cuisine, often featuring in festive dishes like Pitha, Payokh, and Jolpan. Beyond its culinary appeal, Joha rice is valued for its health benefits, including a low glycemic index and antioxidant properties, making it a sought-after health food. At the flag-off ceremony, minister Pijush Hazarika expressed pride in the export, saying, “The shipment of Joha paddy to Dubai showcases the global recognition of Assam’s agricultural heritage. Our farmers have nurtured this traditional variety for generations, and now the world will experience its uniqueness.
With the Middle Eastern market appreciating specialty rice and a substantial Indian expatriate population, this is a promising opportunity for Joha rice to establish its presence internationally.” Thowra constituency MLA Sushanta Borgohain, who attended the event alongside the district agriculture officer and other officials, emphasised the economic potential of the initiative. “Global demand for premium, aromatic rice is increasing, and Joha rice is well-positioned to compete at the highest level. By connecting our local produce to international markets, we are boosting farmers’ income while promoting sustainable agriculture,” Borgohain said. Farmers from Nitaipukhuri and Demow expressed optimism about this new opportunity. “We have been growing Joha paddy using traditional methods passed down for generations. Seeing our produce reach global markets gives us hope for better prices and recognition of our efforts,” said Prabhat Gogoi, a farmer from Nitaipukhuri. The export was facilitated by Jyoti Agricultural Service Group, Sivasagar, with support from the department of agriculture and Assam Agribusiness & Rural Transformation Project.
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Source : The Times Of India
