Guwahati: Vietnam will soon experience the unique aroma and flavour of Assam’s famed Joha rice, marking a significant step in fostering cultural and economic ties between the two regions.
LeKha Distributor Co. Ltd., a prominent Vietnamese company, has partnered with Assam to bring its premium agricultural products to Vietnamese consumers.
The first consignment, comprising 1,000 kilograms of Joha rice, is slated to reach Ho Chi Minh City by early April.
Speaking about this collaboration, Le Trong Kha, Director of LeKha Distributor Co. Ltd., praised the exceptional quality of agricultural products from Assam.
“During my visits to Northeast India, I was deeply impressed by the region’s natural farming practices, which completely avoid chemical fertilizers or pesticides, and the superior flavours of their produce,” he said.
Kha also highlighted the sincerity and goodwill of the people of Assam, describing them as a key motivator for pursuing a long-term partnership. “This collaboration goes beyond products—it reflects the values and culture of Assam,” he added.
LeKha Distributor plans to introduce Assam’s organic products, including Joha rice, to its extensive customer base through its trusted e-commerce platform, LeKhaMart, and explore broader global markets.
Rajiv Medhi, Director of Jingshahi Enterprise, the Assam-based partner in this initiative, expressed optimism about the partnership.
“We have been working in agriculture for the past five years and are in talks with other market leaders in various countries to expand the reach of Assam’s produce,” Medhi said.
Medhi revealed that samples of Assam’s agricultural offerings, including black rice, eggplant, and tomatoes, have already been sent to different countries, with favourable feedback.
The shipment of Joha rice to Vietnam is a milestone for the venture.
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Medhi, a native of Kamrup district, noted that Assam’s trade environment has improved significantly in recent years, fostering entrepreneurship.
“With initiatives like Advantage Assam 2.0 gaining global attention, the stage is set for us to create a sustainable future,” he said.
This collaboration not only strengthens economic ties between Vietnam and Assam but also provides Vietnamese consumers with access to Assam’s unique and eco-friendly agricultural products, showcasing the potential of cross-border partnerships.
