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

[caption id="attachment_10042761" align="alignnone" width="640"] 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[/caption][caption id="attachment_10042801" align="alignnone" width="640"] 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[/caption][caption id="attachment_10042821" align="alignnone" width="640"] 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[/caption][caption id="attachment_10042861" align="alignnone" width="640"] 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[/caption][caption id="attachment_10042901" align="alignnone" width="640"] 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[/caption][caption id="attachment_10042921" align="alignnone" width="640"] 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[/caption][caption id="attachment_10042941" align="alignnone" width="640"] Jute producers still believe that if authorities invest, they can rebrand and reboot jute for the 21st century. Image Courtesy: AFP[/caption]