FESTIVAL AIMS TO SPREAD AWARENESS OF JUTE PRODUCTS
With a view to increase awareness of Jute products among consumers Thiru. Dayanidhi Maran, Union Textiles Minister inaugurated a Jute Festival at the Dilli Haat, here today. The Festival is being organized by Jute Manufactures Development Council (JMDC). On the occasion, Tmt. Panabaaka Lakshmi, Minister of State for Textiles and Tmt. Rita Menon , Secretary, Textiles were also present.
During the four day Festival, 20 Jute units from across India will exhibit their products. To improve the public perception of jute and change its branding among customers, a fashion show of jute apparel and accessories “Earth Couture” was organised and the renowned vocalist Ustad Rashid Khan also performed “Songs for the Earth”. The show and the festival brought home to the audience of Delhi the truth behind the message “Surprisingly Jute”.
The Ministry of Textiles under the leadership of Thiru. Dayanidhi Maran has launched a new initiative to revive the jute industry. The Jute Technology Mission addresses 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 Jute Manufactures Development Council 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. It is encouraging that value-added 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.
Jute, the golden fibre, is the raw material for one of India’s oldest industries. The first jute mill started production in Bengal in 1856. After more than 150 years, the jute industry is now challenged by competition from alternative materials, by the recession in the international markets and by low awareness among consumers of the versatile, eco-friendly nature of jute fabric itself. Yet this industry still provides a livelihood to more than 250,000 mill workers and more than 4 million farmers’ families. It is a golden bond with the Earth, Its use is a statement about ecological awareness as it is a fully bio-degradable and eco-friendly fibre. It comes from the earth, it helps the earth and once its life is done it merges back into the earth.
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