Joha Rice, Packaging Type : White

🌾 Joha Rice – Assam’s Aromatic Treasure

Introduction

• Joha Rice is a unique, short-grain aromatic rice variety cultivated mainly in Assam, India.

• Unlike Basmati, it has smaller grains but a stronger fragrance and delicate texture.

• It is traditionally associated with Assamese culture and cuisine, often used in festive and special occasions.

• Known as the “fragrant pride of Assam,” Joha Rice is highly valued both for its culinary appeal and nutritional benefits.

• Origin: Cultivated primarily in Assam, along the Brahmaputra valley.

• Grain Type: Short-grain, soft, and delicate in texture.

• Aroma: Strong natural fragrance, even without cooking.

• Taste: Subtle sweetness with a light, fluffy texture.

• Cooking Quality: Does not require much oil or spices—flavorful on its own.

• Varieties: Popular types include Kola Joha, Bokul Joha, Kon Joha, Keteki Joha, etc.

• Festive Food: Essential for traditional Assamese sweets like Payokh (rice pudding) and Pitha (rice cakes).

• Daily Meals: Consumed as steamed rice along with curries and side dishes.

• Cultural Rituals: Often offered in religious ceremonies and Bihu festivals.

• International Cuisine: Gaining popularity in gourmet cooking for its fragrance and soft texture.

• Indigenous and naturally aromatic—no artificial fragrance added.

• Rich cultural heritage associated with Assamese traditions.

• Highly versatile—works well in desserts, savory dishes, and gourmet recipes.

• Premium quality rice with niche global demand, especially in organic and specialty food markets.

• Rich in Antioxidants – supports overall wellness.

• Easily Digestible – light on the stomach compared to other rice.

• Low Glycemic Index – suitable for moderate consumption by diabetics.

• Gluten-Free – ideal for gluten-intolerant diets.

• Good Source of Energy – provides natural carbohydrates.

• Contains Essential Minerals – such as iron, magnesium, and potassium.

• Domestic Demand: Highly popular in Assam and North-East India.

• Export Value: Increasing demand in Europe, Middle East, and Asian markets for specialty and organic rice.

• Premium Positioning: Can be marketed as an exotic, niche rice similar to Basmati and Jasmine rice.