India's rice export market is currently facing challenges as subdued global demand and higher pricing compared to competitors such as Vietnam, Thailand, and Pakistan have impacted trade. Despite the Indian government lifting the ban on exporting 100% broken rice on March 7—a ban that had been in place since September 2022—exporters are struggling to regain footing in international markets. Broken rice, preferred by African nations due to its affordability, is now facing stiff competition as Indian prices are higher by $30-40 per tonne. Madhya Pradesh, a state contributing significantly to India’s cereal exports, saw rice exports worth ₹3,634 crore in FY 2024, a growth from the previous year. Despite this, exporters highlight that timely policy changes could have bolstered trade opportunities, especially as competitors like Vietnam hold an edge with lower prices and higher aromatic quality. Notably, Balaghat, a key rice-producing district in Madhya Pradesh, has earned a Geographical Indication (GI) tag for its aromatic varieties. The global market continues to demand competitively priced rice, with Indonesia and African nations already securing supplies from alternative sources. Experts believe that pricing strategy and swift policy decisions will be crucial for India to sustain and grow its rice export market share.