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.
