Golden Fiber for Greener Future

India’s jute based products market is growing at a rapid pace owing to increased awareness of environmental sustainability and a global movement towards eco-friendly alternatives. Jute, also known as the 'golden fiber' is a versatile, biodegradable and renewable resource. Its resurgence in the market is attributable to using it traditionally for gunny bags and rope and its expanded application to include fashion accessories, home decor items, carry bags, and composite materials. This growth has been supported by government policies for the jute industry. Mandatory use of jute packaging for the agricultural produce, subsidies for jute farmers and manufacturers have increased production and demand. The 'Make in India' campaign has also helped build an environment that can promote indigenous jute products, both at home and abroad.

This transformation is led by startups. They are using innovation and technology to rebrand the perception of jute as a modern and stylish option to synthetic materials. The request for sustainable production techniques has seen many startups experiment and produce high quality, design-centric jute products. For instance, some specialize in fashion and lifestyle items, mixing traditional craftsmanship with modern designs, and the others provide goods to export markets by creating biodegradable substitutes of plastic packaging. With the rise of e-commerce platforms, startups now have more power to reach wider markets and create direct to consumer brands. Social media has also played a key role in educating the consumers about the benefits of jute products and therefore increasing demand.

In this special issue, we introduce you to the top startups in this segment. Industry Outlook has identified the select few companies that have done particularly well with a high level of dedication. We have found that they have gone the extra mile in proving their commitment to excellence in an integrated manner.

We welcome your feedbacks and suggestion that you may have concerning this special issue.