Maran inaugurates Jute Festival at Dilli Haat

Union Textiles Ministry Dayanidhi Maran today inaugurated a four-day Jute Festival at Delhi's famous "Dilli Haat" in which 20 jute units from across the country are exhibiting their products.

The event has been organised by the Jute Manufactures Development Council (JMDC) with the aim of increasing awareness about jute products among consumers. Minister of State for Textiles Panabaaka Lakshmi and Textiles Secretary Rita Menon were amongst those present.

As part of the efforts of improving the public perception about jute and change its branding among customers, "Earth Couture", a fashion show of jute apparel and accessories was organised. Renowned vocalist Ustad Rashid Khan also performed "Songs of the Earth".

According to an official press release, the Ministry of Textiles has launched a new initiative to revive the jute industry.

It said the Jute Technology Mission was addressing issues of agricultural improvements, research & development of new products, modernisation of mills, introduction of new technology and skill upgradation.

At the same time, the Ministry has empowered the JMDC to promote diversified jute products that reduce the industry’s dependence on sacking and hessian. This initiative includes not only promotion of new technical applications such as jute geo-textiles and composites but also aggressive marketing of jute lifestyle products both within the country and in international markets.

The release said that value-added jute diversified products (JDP) account for nearly 30% of India’s jute exports (total about Rs. 1100 crore) even though they form less than 8% of jute goods production in India. In the domestic market, the banning of non-biodegradable packaging in many areas has driven the demand for eco-friendly jute.

India's judge industry is today facing competition from alternative materials, by the recession in the international marekts and by the low awareness among consumers about the versatile, eco-friendly nature of the fabric itself.

The industry provides a livelihood to more than 25,0,000 mill workers and more than 4 million farmers, the release added.

NNN