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Trade delegation led by APEDA, to Japan

Participation of AIREA in APEDA led Delegation to Japan
(21st – 26th September 2025)

Ms. Srishti Anand, Director, AIREA has participated in the Trade Delegation organised by Japan India Industry Promotion Association (JIIPA), led by APEDA to Japan for promotion of Indian rice in Japan from 22nd to 26th September 2025, in collaboration with industry stakeholders and culinary experts. The program was designed to strengthen the visibility and acceptance of Indian rice in Japan. The initiative has featured B2B engagements, live cooking demonstrations, and consumer tasting events in Tokyo and Osaka, showcasing how Indian rice can be successfully integrated into Japanese cuisine and food culture.

Attendees:

  1. Smt. Vinita Sudhanshu, General Manager, APEDA
  2. Mr. Chadrashekar Dudeja, AGM, APEDA
  3. Smt. Aruna Rajoria, Commissioner & Secretary and Agriculture Production Commissioner, Govt. of Assam
  4. Mr. Gautam Goswami, Agri Business Specialist, ARIAS Society, Govt. of Assam
  5. Dr. Saurabh Badoni, Scientist and Lead-Grain Quality and Nutrition, International Rice Research Institute, Varanasi,
  6. Shri. Sartaj Ahmad Shah, Director of Agriculture, Kashmir, Government of Jammu and Kashmir
  7. Mr. Deepak Negi, Indian Chef-ICFA-Shangri-La Hotel
  8. Smt. Srishti Anand, Director, AIREA
  9. Mr. Rajiv Kumar, Executive Director, TREA
  10. Mr. Amit Mehta, Vice President, LT Foods Ltd.
  11. Mr. Geet Sawhney, Business Head, LT Foods Ltd.
  12. Mr. Hiten Bhimani, CEO, Shree Gajanan Industries
  13. Ms. Ritu Agarwal- Admin Head & Mr. Vansh Singhal- Director, IVC Agrrovet Pvt. Ltd.
  14. Mr. Ramesh Savla, Director, Sree Murali Mohana Boiled & Raw Rice Mill Pvt Ltd.

 

Key Highlights of the Program

Day 1 – Arrival & Briefing (21st Sept, Osaka)

  • Delegation reached Osaka and attended a briefing session by JIIPA followed by a networking dinner.

Day 2 – World Expo Osaka (22nd Sept)

  • Visit to various pavilions at World Expo Osaka.
  • Seminar on “Promoting Indian Rice in the Japanese Market.”- Address by Mr. Chandru Appar, Consul General of India, Osaka-Kobe, Address by Smt. Vinita Sudhanshu, General Manager, APEDA, Address by Smt. Aruna Rajoria, Commissioner & Secretary and Agriculture Production Commissioner, Govt. of Assam, Presentation by Dr. Saurabh Badoni, Scientist and Lead-Grain Quality and Nutrition, International Rice Research Institute, Varanasi, Presentation on Potential of Rice from Jammu and Kashmir by Shri. Sartaj Ahmad Shah, Director of Agriculture, Kashmir, Government of Jammu and Kashmir, followed by Networking Lunch (Japanese cuisines made with Indian Rice) at India Pavilion
  • Food-tasting sessions-Japanese cuisines made with Indian Rice by Japanese Chef.

Day 3 – Mitsukoshi Ginza Rice Promotion (23rd Sept, Tokyo)

Food promotion and rice tasting event at Mitsukoshi Ginza, a prestigious Japanese retail outlet was done for following 7 Rice varieties;

  • Chak Hao White Rice from Manipur
  • Chak Hao Black Rice from Manipur
  • JSR Lachkari Kolam from Telangana
  • Mushqbudji from J&K
  • Kalikhasa from Tripura
  • Joha from Assam
  • Jeera Sambha

Positive consumer response to 3 varieties out of 7 tasted, i.e. Mushqbudji from J&K, Chak Hao White Rice from Manipur & Chak Hao Black Rice from Manipur, suited to Japanese pallet, was observed.

Day 4 – Embassy Meetings (24th Sept, Tokyo)

  • Meetings with Ambika Corporation- Mr. Nitin Hingarh- President & Mr. Vipin Hingarh- MD, Kameda Seika- Mr. Lekh Raj Juneja- Chairman & CEO, M/s Gunma Seifun- Mr. Yuma, M/s Toyota Tsusho- Mr. Toriumi & M/s Zensho Holdings-Mr. Mihara, held at Indian Embassy in Tokyo to understand the Japanese Market.

Day 5 – Embassy of India Program (25th Sept, Tokyo)

  • Seminar at the Embassy of India, Tokyo, highlighting the potential of Indian rice- Welcome Address by Mr. R. Madhu Sudan, Cd’A, Embassy of India, Tokyo, Welcome Address by Mr. YUJI ANDO Senior Director for Global Strategy (Southwest Asia) Planning Division, Planning Department, Welcome Address by Smt. Vinita Sudhanshu, General Manager, APEDA, Welcome Address by Ms. Aruna Rajoria, Commissioner & Secretary and Agriculture Production Commissioner, Govt. of Assam, Presentation by Dr. Saurabh Badoni, Scientist and Lead-Grain Quality and Nutrition, International Rice Research Institute, Varanasi, Presentation on Potential of Rice from Jammu and Kashmir by Shri. Sartaj Ahmad Shah, Director of Agriculture, Kashmir, Government of Jammu and Kashmir.

Networking lunch & tasting session, featuring Japanese cuisines prepared by Indian Chef Mr. Negi alongwith Japanese local chefs with Indian rice & B2B meetings with few Japanese trading companies.