Kerala govt. holds Buyer-Seller Meet and product show in Delhi

New Delhi: Setting eyes on a largely untapped domestic market for its money-spinning coir industry, the Kerala government rolled out the red carpet for various stakeholders in the sector in north India, inviting them to showcase their newest products and latest technologies at Coir Kerala 2014, the world’s largest expo on coir and natural fibre products.

Hailed as a signature event of God’ Own Country on the coir sector, the annual mega show, now into its fourth edition, is to be held at Alappuzha during February 1-5.

“The government has made sustained efforts to scale up coir exports, besides making significant progress in the domestic market. In 2012-13, the export of coir products was Rs 1,152 crore as compared to Rs 1,052 crore in 2011-12,” said Shri Adoor Prakash, Hon’ble Minister for Revenue and Coir, Government of Kerala, kick starting a buyer-seller meet and product show here last evening in the run up to event.

However, there is tremendous potential for Kerala coir in the domestic market that needs to be tapped through product diversification, emphasis on R&D and modernisation of the industry, he noted.

“The objective of the road sow in Delhi is to expand the domestic market for coir, scout for new buyers for Kerala coir and strengthen existing businesses in the north,” said the minister, who was flanked by Mrs Rani George, Secretary, Coir; Dr Anil K R, Director, National Coir Research and Management Institute (NCRMI), and Mr. K Madanan, Coir Development Director.

The two-hour road show was attended by around 80 delegates and representatives of businesses centered on natural fibres and fibre products from Delhi and neighbouring areas.

Shri Prakash said the coir industry in Kerala has been clocking an annual growth rate of 20 per cent. The emphasis now is on exploring product diversification that will give coir wider appeal.

“Geotextiles, coir wood, coir pith, horticultural products, medicinal coir and rubberised coir, besides handicrafts, have found good markets. However, the market expansion is vital for the industry’s growth. A greater acceptance for the non-conventional applications of coir will give a fillip to the industry,” he added.

Mrs Rani George said there are limitless prospects for Kerala coir in the domestic market. “A large untapped market for coir exists within the country which needs to be harnessed to drive the resurgence of Kerala’s coir industry. We have been able to tap barely five per cent of it,” she pointed out.

Coir Kerala is expecting a counter sale of Rs 150 crores this year as compared to Rs 100 crore last year, she said, adding: “The growing shift towards eco-friendly consumer and industrial products presents an array of opportunities for coir. With Coir Kerala, we want to make sure domestic manufacturers have the opportunity to take advantage of the global green movement.”

Responding to concerns of some delegates about Indian coir facing onslaughts from Chinese products in domestic markets, Mrs. George said products from China were mostly synthetic and they did not pose much of a competition to quality coir products. “However, there is a need to aggressively commercialise our products in international markets. We may seek help of Indian embassies in this regard,” she added.

She said the US and Europe account for maximum export of Kerala coir, but efforts are under way to expand its presence in international markets. At present, coir and its products are exported to more than 80 countries and the US is the single largest market with a share of more than 40% in the total export. European countries together share more than 41 % of the exports.

Dr Anil informed that the Kerala government held a road show in Ahmedabad for the first time in the run up to the event. “We received an enthusiastic response there. We are now going to hold a similar road show in Varanasi ahead of Coir Kerala 2014. More road shows will be organized in Indian cities for the next year’s event,” he informed.

NCRMI, he said, has taken the initiative to explore the potential of using coir in new areas like acoustics, interior decoration, soil erosion and the fashion industry. “Our target is to hit a figure of Rs 3000 crore as compared to Rs 2500 crore a year earlier and Rs. 5,000 crore by 2016-17 in domestic market,” he pointed out.

Dr Anil said the objective of the road show is not only to generate revenue but also to sensitise the people and stakeholders to the eco-friendliness nature of the industry. “Coir is a natural fibre and it does not require cutting of the trees.

Launched in 2011, Coir Kerala is the world’s largest gathering of the stakeholders in the coir sector – from buyers to sellers, artisans to designers, policy makers to scientists, it provides opportunities for domestic manufacturers and overseas buyers to meet and interact on business, joint ventures, strengthening of existing markets, establishing new markets, transfer of technology and widening of contact base.