Coirfed to set up more outlets, appoint new agents outside Kerala

Giving a fillip to its expansion plans, Coirfed will set up more retail outlets and appoint new agents outside Kerala to market its products, the newest range of which include an assortment of mats and mattresses that could be used for bathing small kids and inducing sleep among the insomniacs and the old people.

“We have finalised plans to recruit agents for merchandising our products outside Kerala, though their exact number is yet to be decided,” said Kerala Coir and Revenue Minister Adoor Prakash.

At present, Coirfed has 52 showrooms and more than 100 retail outlets throughout India and 152 agents in Kerala.

“In order to penetrate the market outside Kerala, Coirfed has decided to appoint agents in various states. We have not decided on the number of new agents, but they will be recruited in Delhi, Gujarat, Punjab, Uttar Pradesh, Madhya Pradesh, Maharashtra and all the coir belt states like Karnataka, Andhra Pradesh and Tamil Nadu,” he said.

Smt Rani George, Secretary, Coir, said there was an imperative need to harness the potential of largely untapped domestic market. “We need to set up more retail outlets, increase the number of agents and hold road shows outside the state to popularise the Kerala coir and its products.”
     
Coirfed, the apex body of cooperatives in Kerala’s coir sector, has set up a stall at the ongoing Coir Kerala 2014 here.

Dr B Sreekumar, Managing Director of Coirfed, said there is a huge scope for Coirfed to diversify its activities, given its existing infrastructure facilities, well-established marketing network and trained manpower.

“We have RCP (Rubberised Coir Products), RB (Rubber Backing) and PVC tufted units in Kerala. The four de-fibering units located in different parts of the state are now also involved in procuring raw material. In addition, discussions are at the final stage with the Coconut Development Board to hammer out a workable strategy for fibre procurement inside the state,” the Coirfed MD informed.

The two divisions of Coirfed – yarn and products – are also developing various strategies to strengthen the market outside Kerala.

Dr Sreekumar said Coirfed has displayed a range of new products at Coir Kerala 2014 to suit the requirements of people of all age groups – from newborn babies to grandparents.

“Particularly interesting among the new products – a mix of coir and jute – is the mat series that range from natural to synthetic and are designed to meet various needs of customers,” he said, adding that products like mutham kidacka, ponnoonjal, soft mat, baby bed, soft door mats, spring bed and PVC tufted mats would definitely appeal to the people.

Muthum kidacka is a foam bed covered with latex. It is designed for bathing kids and is washable. Ponnoonjal is a hanging bar or swing made of ‘Muppiri’ coir, which can be used by children and grownups alike during the Onam festival. It can be hung inside the houses as well as outside, on tree trunks. The Muppiri variety of coir, produced by twisting three strands, is known for its quality and sturdiness.

In the category of mattresses, Dr. Sreekumar said Coirfed has displayed spring mattresses, made of coir springs, which are ergonomically designed to induce sleep. It is particularly good for old people as it reduces the backache and leg pain. There are also baby mattresses, which are very cozy.

“Diversification of products is a sheer imperative to ward off competition from the other natural fibres and synthetic materials,” he said, adding: “We are trying to expand the reach of eco-friendly and biodegradable coir products.”

Last year, Coirfed had displayed a number of new products, like coir ornaments and coir flowers.

The products of Coirfed are marketed under the brands Cocofert, Cocoplus, Cocogeofabric, Dustout and Deepsleep. Engaged in the manufacture of coir and coir products, it is the sole agency entrusted with the task of marketing the products of co-operative societies in Kerala’s coir sector.