India's rice exports to 26 priority markets exceeded their three-year average in the five months following the 2025 Bharat International Rice Conference, according to an analysis by the Indian Rice Exporters Federation (IREF) of Directorate General of Commercial Intelligence and Statistics data. Exports totalled ₹23,476 crore and 4.79 million tonnes between November 2025 and March 2026, with export value being 1.1% above the average for the corresponding November-March period in the previous three years, while volume was 5.6% higher. Eleven of the 26 markets recorded year-on-year growth in both value and volume, as reported by Business Standard.
The strongest gains were recorded in several established and emerging destinations, with the United Arab Emirates posting the highest increases at 65% in value and 64% in volume, reaching export value of ₹3,859.04 crore. Belgium followed with increases of 53.8% in value and 44.5% in volume, while Germany recorded gains of 33.5% in value and 24.6% in volume. The United Kingdom recorded 26.9% growth in value and 25.6% in volume, and South Africa's value rose 26% against a 42.9% increase in volume. Kenya posted respective gains of 22.3% and 34.1%.
The results come as India seeks to broaden its rice export base amid substantial domestic availability, shifting focus from finding markets for more grain to identifying specific varieties that can compete on suitability, consistency and culinary performance. According to Business Standard, the strategy involves demonstrating how individual Indian varieties can perform in dishes already familiar to consumers in potential destination markets, rather than positioning rice solely as a commodity. This approach will be expanded at the Bharat International Rice Conference (BIRC) 2026, scheduled for October 23-25 at Bharat Mandapam in New Delhi.
The trade data highlights the importance of export growth beyond volume alone, with Mexico showing 50.9% volume growth while export value rose 22.1%. Kenya and South Africa recorded substantially faster volume than value growth, underscoring differences in pricing, product mix and demand across markets. The strategy involves pairing specific rice varieties with regional dishes, including UAE Machboos with Kalajeera, Italian Risotto Milanese with Gobindobhog, and Nigerian Jollof Rice with Sona Masuri. As reported by Business Standard, the commercial premise is to demonstrate a grain in the dish for which it is intended, reducing uncertainty associated with switching varieties.
The success of the strategy will ultimately be measured by whether demonstrations result in contracts, repeat orders and deeper penetration in markets where consumers have traditionally preferred locally familiar varieties. According to Business Standard, BIRC 2026 will broaden the effort beyond exporters, millers and international buyers to include a Master Chef Contest, Influencer Cook-off, and public tastings. The objective is to create a longer demand chain where buyers can assess varieties commercially, chefs can evaluate cooking characteristics, and consumer acceptance can support repeat purchases. For an industry seeking to absorb surplus production and expand exports, this approach could prove more durable than competing on price alone.
