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India Today
06-07-2025
- Business
- India Today
Can Joha, Gobindobhog, Kalanamak beat the basmati-biryani nexus?
There is no jostling for competition among the varieties of rice sitting next to each other in neat jute sacks at Basudev Store in New Delhi's CR Park market. They could jolly well be having a conversation imperceivable to the human ear. The Gobindobhog rice could be telling the Haryana-born basmati, in Bengali-accented Hindi, about how it took six months for it to be ready in the fields of is Basudev Chowdhury, the shop owner, who reveals a silent friendly fight. While the long-grained basmati is a North Indian favourite, the aromatic Gobindobhog, which was a favourite in Bengali kitchens for payash or kheer, is winning over non-Bengali hearts."I have at least 15 non-Bengali customers who come to me regularly to buy gobindobhog rice. The attraction and use of gobindobhog rice have gone up over the years," says Chowdhury, who has been running the shop for close to three decades now. This is a stellar story for Gobindobhog, an aromatic rice variety, because the segment is dominated by basmati, which has received full-fledged government support. Gobindobhog (also known as Kalijira) and other non-basmati aromatic rice varieties like Kalanamak of Uttar Pradesh, Assam's Joha and Kola Joha, Bihar's Katarni and Tulaipanji of Bengal, have held their ground even as they await government hand-holding to create their own super-success is central to Bengali kheer (rice pudding) made with palm jaggery and is central to Makar Sankranti celebrations and other important occasions. Kalanamak is used in plain steamed rice or lightly spiced dishes, allowing its aroma to shine through. Joha complements Assamese meals, especially in pitha and payas (rice pudding), during festive feasts. It is also used in meals, especially with pigeon meat and duck curry. Tulaipanji, prized for its delicate texture, is often served with light Bengali curries or made into pulao on special which has received government support since the 1960s, is a major export item and has become synonymous with India the world over. Within the country, basmati's availability, aesthesis and affordability have taken it to kitchens across India. The use of basmati for biryani, a sort of nexus, has also helped it in its kitchen fragrant basmati might be the most recognised, India has several aromatic rice varieties that have the potential to create a mark of their suggest that state governments should use the signature qualities of these aromatic rice varieties to market them in alternative destinations where they are appreciated for their they say, would help them spread their aroma across the world just like basmati's and boost India's agricultural and overall exports. Else, India's rich rice varieties face risk of fading into the vloggers and influencers are promoting these "folk rice" varieties, which are linked to local festivals and folklore. Many of these videos have gone viral. Each of them are regional favourites with their own charm. Biryani made with long-grained basmati, and fragrant pulao or khichdi made with short, aromatic rice. (Images: Unsplash/Mario Raj) advertisementINDIA'S TOTAL BASMATI ACREAGE AND NON-BASMATI AROMATIC RICE ACREAGEIn 2023-24, India's total rice acreage stood at approximately 47.8 million hectares, with projections indicating a rise to 49 million hectares in 2024-25, according to the United States Department of Agriculture (USDA).Basmati rice, primarily cultivated in Punjab, Haryana, Uttarakhand, Himachal Pradesh and western Uttar Pradesh, covered an estimated 2.88 million hectares, reflecting a 30 percent increase since 2020 driven by robust export basmati accounts for less than 7 percent of India's total rice production, it contributes over 60 percent of the country's rice export value. Production for 2023-24 stood at around 8.5 million tonnes, as per estimates from the Unified Portal for Agricultural aromatic rice varieties such as Kalanamak (Uttar Pradesh), Joha (Assam), Tulaipanji and Gobindobhog (West Bengal), and Ambemohar (Maharashtra) collectively span an estimated 0.5 to 1 million hectares, based on figures from Indian Agricultural Reasearch Institute (IARI) and Agricultural and Processed Food Products Export Development Authority (APEDA) cited in multiple is seen, non-basmati aromatic varieties together span barely a third of that of exported more non-basmati rice, but basmati brought in more foreign Volume (MT)Export Value (INR Cr)Export Value (USD Bn)Basmati5.24 millionRs 48,389 crore$5.84 billionNon-Basmati11.12 millionRs 7,804 crore$4.57 billionTotal16.36 millionRs 6,193 crore$10.41 billionSo far, 45 varieties of basmati rice have been notified under The Seeds Act, 1966, according to exported approximately 5.24 million tonnes of basmati rice worth Rs 48,389 crore ($5.84 billion) and 11.12 million tonnes of non-basmati rice worth Rs 37,804 crore ($4.57 billion) in FY 2023–24, totalling 16.36 million tonnes of rice exports, according to data from APEDA and the Directorate General of Commercial Intelligence and Statistics (DGCIS).Specific data for non-basmati aromatic varieties like Joha or Kalanamak is not officially consolidated but is estimated to be a small fraction of the total non-basmati aromatic rice exports, likely in the range of tens to a few hundred thousand tonnes, as these remain niche and are exported under GI-tag and regional branding AND HOW THE THRUST ON BASMATI?India's thrust on basmati rice stems from its cultural roots, high export value, and the need for legal grown in the Indo-Gangetic plains, basmati was mostly consumed domestically until liberalisation and global demand in the 1990s transformed it into a major export crop."The first basmati rice variety was notified as far back as 1930 during British rule. Since the 1960s, the government has worked in mission mode to promote basmati. That means efforts to popularise basmati have been going on for nearly a hundred years. Alongside the government, the private sector has also played a major role", said Om Prakash, agricultural expert at Kisan Tak, India Today Digital's sister portal.A turning point came in the late 1990s when a US firm attempted to patent basmati hybrids, triggering widespread alarm. This led to India enacting the Geographical Indications Act in 1999. Though the patent was partly revoked in 2001, the incident underscored the urgency of global safeguards and wide marketing of basmati. India, finally, secured GI status for basmati in the EU in preserve quality and reputation, India regulates basmati exports through Minimum Export Price (MEP) norms, revisited as recently as 2024. Agencies like APEDA support exporters with global compliance, branding, and logistics. Strong demand from the Middle East and expat communities, especially for dishes like Arabian Mandi, has further boosted long grains and ability to absorb spices without turning mushy make it ideal for commercial a festive staple, it now anchors everyday menus, driven by India's biryani 2023, Swiggy recorded 2.5 biryani orders per second, and Zomato crossed 100 million. Post-Covid, institutional demand rose sharply—LT Foods saw a 24% jump in HORECA sales, KRBL 20–25% in bulk trends mirror this basmati market stood at Rs 495 billion in 2024 and is projected to reach Rs 537 billion by 2033, with premium rice now accounting for nearly 40% of sales. Innovations like ready-to-cook biryani kits and blended spice packs are cementing basmati's place in home rice has become one of India's top agri-exports, uplifting farmer incomes, generating rural jobs, and showing how traditional crops can thrive globally with the right legal and policy push. Basmati rice is the preferred choice in iconic biryani varieties like Hyderabadi, Lucknowi, Mughlai, Delhi, and Kolkata biryanis, as well as in globally popular dishes like Arabian Mandi and Kabsa. (Image: Getty) WHAT ARE OTHER INDIAN NON-BASMATI AROMATIC RICE?While basmati dominates in policy focus and global promotion, India's non-basmati aromatic rice varieties, like Gobindobhog, Kalanamak, Joha, and Tulaipanji, carry cultural roots and a market potential that remains largely and Tulaipanji received GI tags in 2017, but struggle with weak institutional support and market from Assam, known for its aroma and softness, hasn't received support, but its cultivation has stayed steady."Unlike basmati, which grows best in the Terai belt, Assam's climate and soil do not support the full expression of basmati's quality traits. Therefore, Assam farmers continue to cultivate traditional varieties like Joha and Kola Joha, which are better suited to local conditions and cultural preferences, among the aromatic rice varieties," agriculture expert Mowsam Hazarika tells India Today from eastern Uttar Pradesh, after near-extinction, has seen a revival through GI status in 2013 and the ODOP scheme, with acreage rising from 10,000–15,000 hectares in 2018 to up to 50,000 hectares by from Maharashtra, despite its unique fragrance, is in decline due to low yields and remains fragmented, despite local branding and schemes. With stronger marketing, organic certification, and focused policy push, these varieties could move beyond niche status and gain wider domestic and global appeal. Rice-growing states like Assam, West Bengal, Uttar Pradesh, Bihar, Kerala and Maharashtra have many of India's non-basmati aromatic rice varieties. They are entwined with local culture, festivals, and rituals. (Image: PTI) EXPERTS ON NON-BASMATI AROMATIC RICE"Kala Namak rice is gaining traction like never before," says Professor Ramchet Chaudhary, a long-time advocate of the variety. Priced at 25-50% higher than Basmati in Indian markets, its demand is growing in the US, the UAE, and the UK, where it sells for up to 300 per kilo on he notes, had a century-long headstart, with government backing and powerful business houses. "Kala Namak is only now getting the attention it deserves."Part of the appeal lies in its nutrition. "While Basmati has 6% protein, Kala Namak has nearly 11%. It's sugar-free, with three times the iron and four times the zinc," Chaudhary tells India Today systemic hurdles persist. "There's no separate HS code for Kala Namak. It's lumped under non-Basmati. These varieties need their own recognition," he stresses. A dedicated foundation is in the experts also echo similar concerns."Assam is rich in short-grain aromatic rice varieties that are quite different from basmati in terms of grain size, elongation, and texture after cooking," says Hazarika, former Director of the Assam Seed and Organic Certification Agency."But there's been no serious national push for these either. Traditional varieties like Joha and Kola Joha continue to thrive locally, but the export support, branding, and marketing they need is largely missing," he believes GI tags and cultural importance are not enough."We need organised systems for farming, storage, aroma retention, and transportation. And most importantly, a higher MSP to make cultivation viable," says such support, he warns, many of India's unique regional grains risk fading quietly into the Ramchet Chaudhary agrees. He says, "There are so many under-supported varieties, Gobindobhog, Katarni -- each with its own story. Maybe that will now change".Despite challenges like global competition, MEPs, and weather risks, India's aromatic rice diversity is helping expand both basmati and non-basmati exports. Indigenous aromatic rice takes up to six months to mature, while high-yielding Basmati typically takes 4 to 5 months. Kalanamak, Gobindobhog, and Joha, three aromatic rice jewels of India, carry centuries-old heritage and regional pride. (Images: National Portal of India, WB Tourism, DPIIT, PTI) BASMATI, OTHER AROMATIC RICE AND GOVERNMENT SUPPORTIn January 2024, the Ministry of Agriculture introduced the Non-Basmati Aromatic Rice Classification and Marking Rules under the Grading and Marking Act. These rules standardise quality criteria for five aromatic rice varieties — Gobindabhog, Tulaipanji, Kataribhog, Kala Namak, and Radhunipagal, formalising grading and improving transparency for farmers and Department of Commerce and DGFT, via APEDA, have issued export quotas for select some obstacles need to be dealt with."Of course, we earn over Rs 50,000 crore annually in foreign exchange from the export of basmati rice. But the allure of basmati has been made so dominant that even higher-quality aromatic rice varieties have been dwarfed. This is because successive governments have been unjust to them," says Om Prakash of Kisan Tak."Basmati rice, special aromatic rice should be assigned a separate HSN (Harmonized System Nomenclature) code. This would make their export easier. It would also ensure that exports of such special rice are not halted along with non-basmati white rice," the agriculture expert said."The price value of such fragrant special varieties is far higher than basmati. For instance, Kala Namak rice is priced at Rs 300 per kilo, while basmati sells for Rs 100 to Rs 150," he some non-Basmati aromatic rice varieties are making progress."From our own home, we exported 400 quintals to the US," says Professor Ramchet Chaudhary, who was also hopeful about a better outcome for other non-Basmati aromatic rices with efforts from the government and private India, too, people who weren't acquainted with the non-basmati aromatic rice varieties are now discovering Chowdhury says he has been selling more and more Gobindobhog rice for the last 7 years. He pegs that on people experimenting with food and having more spending power. "Earlier people used Gobindobhog only for payesh. Now, they are preparing khichdi and pulao from it too."Chowdhury also shares how his non-Bengali customers discovered Gobindobhog rice."Visitors mostly like trying Bengali sweets at CR Park market. After tasting the rasgullas made of palm jaggery, they land up at my grocery store looking for the jaggery. When told that Gobindobhog goes best with palm jaggery, they try and surrender to the taste," says Chowdhury, adding that most then become loyal the non-basmati aromatic rice varieties are being discovered and recognised, they need organised calls for giving desi aromatic rice their due, increasing government push and research, it won't be too long before which aromatic rice in India could be on your kitchen shelf and India's aromatic rice story will go beyond basmati. Varieties like Gobindobhog, Joha and Kalanamak will gain more export traction and market interest. What they need next is sustained policy support, stronger branding, and targeted export promotion to realise their global potential.- EndsMust Watch
Daily Record
19-06-2025
- Daily Record
Holiday horror as rats the size of cats filmed on popular Spanish beach
Locals say huge rats are common in the town and will run from shop to shop. Locals were left horrified after rats the size of cats were filmed running around a Spanish beach which is popular with British tourists. Onlookers squealed in disbelief as the huge rodents were spotted scurrying along the sand on a beach in Fuengirola, south west of Malaga, earlier this week. On Tuesday, June 17, a woman shrieked in horror as she filmed the massive vermins darting out from underneath a walkway in the beach resort. Susan, who lives locally, said the rats were not new to the area and claimed they were often seen moving between shops. She added: "Yes, it's incredible how many there are - and not just on the beach at night, where I see loads of them. During the day, they stroll from shop to shop right in the town centre. Local Joha was also appalled at the rats brazenness. He said: "And those ones are small - at dawn, some come out that are way bigger. That's nothing compared to the ones I've seen." This isn't the first rat related beach incident to happen in Spain in recent months. In May holidaymakers were shocked when dozens of dead rats ended up floating in the sea, reports the Mirror. Following a heavy downpour, the bloated rodents began to bob off a beach in Spain's Costa Blanca. The overburdened local sewage system has been blamed for the disgusting scenes facing beachgoers near Alicante's Coco and Urbanova beaches. Rats were pictured lying dead on the sand at Urbanova beach, three miles south of Alicante City Centre. Others were filmed floating lifeless in the water. Dead rats were also spotted near the sailing school at Alicante's Real Club de Regatas. The ugly scenes provoked the anger of an opposition councillor for the popular holiday resort, who worries that mixing tourists and dead rats is not a good idea. Trini Amoros, deputy spokesperson for Alicante City Council's socialist group, said: 'Alicante cannot allow rats floating off our beaches.' Join the Daily Record WhatsApp community! Get the latest news sent straight to your messages by joining our WhatsApp community today. You'll receive daily updates on breaking news as well as the top headlines across Scotland. No one will be able to see who is signed up and no one can send messages except the Daily Record team. All you have to do is click here if you're on mobile, select 'Join Community' and you're in! If you're on a desktop, simply scan the QR code above with your phone and click 'Join Community'. We also treat our community members to special offers, promotions, and adverts from us and our partners. If you don't like our community, you can check out any time you like. To leave our community click on the name at the top of your screen and choose 'exit group'. If you're curious, you can read our Privacy Notice. A few days later, the sea off another popular Costa del Sol holiday resort turned an alarming brown colour, leaving tourists aghast. Council officials quickly raised a yellow flag as a warning to sunbathers as the large brown blotch spread across the water. The bizarre incident occurred around midday yesterday at a stretch of beach in Benalmadena, near two hotels - the Globales Los Patos Park Hotel and Hotel Spa Benalmadena Palace. A Spanish-speaking tourist watching from a beachfront balcony was seen pointing out the bubbles emerging from the centre of the discoloured water to a companion. Council chiefs confirmed overnight that yellow warning flags had been raised when the sea started turning brown, attributing the discolouration to a broken water pipe and assuring the public that there was no danger to public health.
Daily Mirror
18-06-2025
- Daily Mirror
'Incredible' number of cat-sized rats invade beach at Spanish holiday hotspot
Fuengirola Beach in Fuengirola, south west of Malaga, Spain was the scene of an unpleasant cat-sized-rat situation earlier this week, with the hefty rodents filmed scampering across the sand Rats the size of cats have been spotted scampering along the beach in a town popular with British tourists. One of the huge rodents was seen scurrying across the sand of Fuengirola Beach in Fuengirola, south west of Malaga, Spain. An onlooker filmed the hefty rodent on their mobile phone and could be heard shrieking in fright as a second giant rat darted out from underneath a walkway. The startling scenes unfolded on Tuesday. Local woman Susan claimed that the rats were not a new feature of the beach resort, and can often be seen moving between shops. "Yes, it's incredible how many there are - and not just on the beach at night, where I see loads of them. During the day, they stroll from shop to shop right in the town centre," she said. Equally perturbed, local Joha added: "And those ones are small - at dawn, some come out that are way bigger. That's nothing compared to the ones I've seen." This is far from the only rat related beach incident to befall Spain in recent weeks. Sunseekers were left horrified when dozens of dead rats ended up floating in the sea in May. Following a heavy downpour, the bloated rodents began to bob off a beach in Spain's Costa Blanca. The overburdened local sewage system has been blamed for the disgusting scenes facing beachgoers near Alicante's Coco and Urbanova beaches. Rats were pictured lying dead on the sand at Urbanova beach, three miles south of Alicante City Centre. Others were filmed floating lifeless in the water. Dead rats were also spotted near the sailing school at Alicante's Real Club de Regatas. The ugly scenes provoked the anger of an opposition councillor for the popular holiday resort, who worries that mixing tourists and dead rats is not a good idea. Trini Amoros, deputy spokesperson for Alicante City Council's socialist group, said: 'Alicante cannot allow rats floating off our beaches.' A few days later, the sea off another popular Costa del Sol holiday resort turned an alarming brown colour, leaving tourists aghast. Council officials quickly raised a yellow flag as a warning to sunbathers as the large brown blotch spread across the water. The bizarre incident occurred around midday yesterday at a stretch of beach in Benalmadena, near two hotels - the Globales Los Patos Park Hotel and Hotel Spa Benalmadena Palace. A Spanish -speaking tourist watching from a beachfront balcony was seen pointing out the bubbles emerging from the centre of the discoloured water to a companion. Council chiefs confirmed overnight that yellow warning flags had been raised when the sea started turning brown, attributing the discolouration to a broken water pipe and assuring the public that there was no danger to public health.
Time of India
17-06-2025
- Business
- Time of India
Joha rice's global leap, finds market in Dubai
1 2 3 4 5 6 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. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Do MEPs see you as a cash cow? The Critic Undo 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.
New Indian Express
03-05-2025
- Entertainment
- New Indian Express
Mamazaki Magic in Hyderabad
For this special pop-up at Raen, Chef Farha brought along an impressive 77 kg of ingredients from the North East, including rare and distinctive items. 'I wanted people here to experience authentic flavours. I brought Kazi lemon, an aromatic citrus from Assam; smoked and fresh king chillies; condiments made from regional ingredients; Burmese coriander oil; Joha rice — a GI-tagged aromatic rice; sticky rice from Assam; hot honey infused with king chilli; and wild citrus often used in Mizo cuisine,' she shares. The menu she's curated is both elaborate and deeply personal. Speaking about her favourite dishes, Chef Farha says, 'Every item on this menu is close to my heart. I remember curating it during a train journey from my hometown to Guwahati — no network, just music, and a head full of ideas. The Dachi Dumplings are inspired by my time working with WWF in Arunachal Pradesh, where juicy momos are popular. I combined these with Datshi sauce — a Bhutanese cheese sauce usually eaten with rice — to create a unique fusion. The Joha Arancini Ball is another standout. It's based on the subtly spiced Joha rice pulao from Assam, transformed into an arancini with green chilies for a kick. Among desserts, the Hando Guri with Saah is special. It's inspired by an Assamese breakfast of chai and roasted rice flour, which I turned into a dessert with chai reduction, mascarpone cream, candied ginger, and sesame brittle. Another nostalgic dish is the Bihu Jolpan Dessert, inspired by traditional Bihu morning fare — yoghurt, cream, flattened rice, and black sesame. I re-imagined it with baked yoghurt, mango-jaggery syrup, black sesame oil, toasted coconut, and puffed rice crackers. Finally, the Omita Khar Soup is a take on the Assamese dish made with an alkaline solution from banana stem ash. Traditionally eaten with rice, I've converted it into a warm, comforting soup.' Speaking about her experience in Hyderabad, Chef Farha adds, 'This is my fourth time in the city, and I've been consulting chef for two upcoming restaurants that are focused on North Eastern cuisine since last July. I absolutely love dosa, chutneys, sambar, and of course, Hyderabadi Biryani. The food culture here is vibrant, and it's always fulfilling when people enjoy and appreciate the food I create.'
