Make jute great again: Can India reboot the humble hessian for the 21 century?

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Make jute great again: Can India reboot the humble hessian for the 21 century?

Make jute great again: Can India reboot the humble hessian for the 21 century?

FP Staff • October 10, 2021, 21:11:17 IST

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Experts predict that jute bag industry alone will be worth more than $3 billion by 2024

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Make jute great again: Can India reboot the humble hessian for the 21 century?

From the boutiques of Christian Dior to Harry and Meghan’s royal wedding favours, jute is growing in popularity worldwide as demand for alternatives to plastic soars. Image Courtesy: CNN-News18

Experts are predicting the jute bag industry alone will be worth more than $3 billion by 2024 and India is desperate to capitalise on this consumer shift and seize the opportunity to revive its flagging industry. Image Courtesy: Sotheby's

India is trying to promote jute as a fabric for a sustainable future, with the government issuing a mandate that all grains and 20 percent of sugar should be packed in jute sacks. It can cater to global demand but for that two things are needed: upgrading the skills of the people and the machinery. AFP

Nearly all of the world's jute is grown in India or in Bangladesh, because of the conducive humid climate and availability of cheap labour. Image Courtesy: CNN-News18

For diversified end use, the quality of the fibre has to improve, and for that high-tech machines are needed. The industry won't be viable unless value-added products like decorative items and rugs are introduced. Image Courtesy: Dior

The coronavirus pandemic has also thwarted hopes of restoring the lost glory of the industry -- several mills have shut down and lockdowns have caused labour and raw material shortages. Image Courtesy: AFP

Jute producers still believe that if authorities invest, they can rebrand and reboot jute for the 21st century. Image Courtesy: AFP

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Royal Wedding India Fashion Bangladesh West Bengal plastic waste Sustainable Christian Dior Jute

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