Surge in Joha Rice Prices: A Yearly Doubling Amidst Increased Demand
Significant Price Hike of Joha Rice
Guwahati, March 17: In response to a notable rise in demand, the retail price of Joha rice has surged from approximately Rs 80 to Rs 160 over the past year, making it unaffordable for many consumers in the region.
This dramatic price increase was primarily driven by a spike in demand following a significant crop failure of West Bengal’s Gobindobhog rice, a similar aromatic and sticky short-grain variety, during the 2024-25 season.
Last year's yield of the Bengal variety plummeted by nearly 40% compared to the previous fiscal year due to unfavorable weather conditions, leading to a supply shortage.
“The price of Gobindobhog increased by around 300%. This created an opportunity for Assamese Joha to fill the void. A large portion of Assam's production was sold to Bengal, and the heightened demand subsequently raised the price of the Assamese variety,” explained Saurabh Khaitan, Managing Director of KDG Foods Private Limited.
He noted that as the Assam variety gained popularity in both domestic and international premium markets, more buyers began to show interest.
Despite the stabilization of Gobindobhog prices this year, the price of Assam Joha has not corrected itself. “Farmers are withholding their produce, anticipating even higher prices,” he added, suggesting that prices may need to decrease for the rice variety to remain competitive.
Currently, Joha paddy is priced between Rs 75-90 per kg, a significant increase from around Rs 32 two years ago.
Vikask Poddar from Pratik Agro Food Processing highlighted a growing internal demand for Assam Joha, especially among the Assamese diaspora. “Consumers are becoming more discerning about purity and are willing to pay a premium,” he stated.
An exporter registered with the Agricultural and Processed Food Products Export Development Authority, M/s Safe Agritrade Pvt Ltd from Kolkata, is set to conduct the first-ever export of GI-tagged Joha rice from Assam to the UK and Italy.
About 25 metric tonnes of Joha rice are being exported from Assam, with the consignment processed and packaged at Pratik Agro Food Processing, which was dispatched on March 12.
Joha rice is cultivated across approximately 21,662 hectares, yielding around 43,298 metric tonnes in FY 2024-25. Roughly 10% of the remaining production after self-consumption is sent to mills, with most of it marketed outside the state, particularly to West Bengal.
Saurabh Srivastava from APEDA mentioned that his organization facilitated the export of one metric tonne of GI-tagged Joha rice to Vietnam, followed by an additional two metric tonnes to five Middle Eastern nations, including Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia.
Joha rice received its GI tag in 2017. This indigenous aromatic variety from Assam is prized for its unique fragrance, fine grain texture, and rich flavor. Major producers of Joha in the state include Nagaon, Baksa, Goalpara, Sivasagar, Majuli, Chirang, and Golaghat.