Prices of Assam’s premium aromatic Joha rice have doubled over the past year, rising from around Rs 80 per kg to nearly Rs 160, driven by a sharp surge in demand and a tightening supply situation.
The steep increase has made the Geographical Indication (GI)-tagged rice variety increasingly expensive for consumers across Assam, raising concerns about affordability and availability in local markets.
Market experts attribute the price rise primarily to a spike in demand following a significant shortfall in the production of Gobindobhog rice in neighbouring West Bengal. Adverse weather conditions reportedly led to a sharp decline in Gobindobhog output during the 2024–25 season, prompting traders to turn to Joha rice as an alternative.
As a result, large quantities of Joha rice have been diverted to markets outside the state, reducing local availability and pushing prices upward. Traders say the variety has also gained popularity in premium domestic segments as well as international markets, further fuelling demand.
Adding to the pressure is a recent boost in exports. Earlier this month, consignments of Joha rice were shipped to countries including the United Kingdom and Italy, marking a significant step for Assam’s agricultural exports and enhancing the global profile of the rice.
Supply constraints have also been exacerbated by farmers and stockists holding back produce in anticipation of further price increases. Paddy prices have risen sharply as well, with Joha paddy now selling at significantly higher rates compared to previous years.
Experts note that growing demand from the Assamese diaspora and a rising preference among consumers for high-quality, traditional rice varieties have added to the strain on supply.
Despite some stabilisation in the availability of Gobindobhog rice, Joha rice prices have yet to ease. Analysts warn that unless production increases or supply improves, prices may remain elevated in the coming months.
Joha rice, cultivated in several districts of Assam, is prized for its distinctive aroma, fine grain, and taste. However, the current price surge underscores the challenge of balancing expanding export opportunities with ensuring affordability for local consumers.
- Log in to post comments
