Assam Joha rice set to reach Vietnam in milestone collaboration

Assam’s famous Joha rice will soon be available in Vietnam, marking a significant step in strengthening ties between the two regions. LeKha Distributor Co. Ltd., a Vietnamese company, has partnered with Assam to bring its agricultural products to Vietnamese consumers. The first shipment of 1,000 kilograms of Joha rice is expected to arrive in Ho Chi Minh City by early April.

LeKha’s Director, Le Trong Kha, praised the quality of Assam’s products, noting the region’s natural farming practices that avoid chemical fertilizers and pesticides. “During my visits to Northeast India, I was impressed by the farming methods and the taste of the produce,” Kha said.

Kha also highlighted the people of Assam, describing their sincerity and goodwill as key factors in the partnership. “This collaboration reflects the values and culture of Assam,” he added.

LeKha Distributor plans to offer Assam’s organic products, including Joha rice, through its e-commerce platform, LeKhaMart, and explore global markets.

Rajiv Medhi, Director of Assam-based Jingshahi Enterprise, expressed optimism about the partnership. “We’ve been working in agriculture for five years and are in talks with other market leaders to expand Assam’s produce,” Medhi said.

Medhi also mentioned that samples of Assam’s agricultural products, including black rice, eggplant, and tomatoes, have been sent to other countries with positive feedback. The shipment of Joha rice to Vietnam is seen as a milestone in the venture.

The collaboration also highlights Assam’s improved trade environment, with initiatives like Advantage Assam 2.0 helping boost entrepreneurship. “The stage is set for a sustainable future,” Medhi said.

 (With inputs from NE Now)

MT