Home / Knowledge / News / Textiles / Jute Corporation plans to join hands with Patanjali
Jute Corporation plans to join hands with Patanjali
Aug '17
In an indication of its makeover, the Jute Corporation of India (JCI) is planning to join hands with Patanjali Ayurved for branding and promotion of jute products like mini shopping bags and other fashion items. Historically, the state-controlled JCI has been tasked with undertaking minimum support price (MSP) operations of raw jute, an agency report said.

According to the report, JCI’s chairman-cum-managing director, K V R Murthy, visited the Patanjali headquarters at Haridwar to discuss the tie-up. The issue had also come up in a meeting of the Union textiles ministry in which it was decided to market value-added and fashionable jute products under the ‘Sonali’ brand.

The collaboration with Patanjali, one of the fastest-growing FMCG brands, is expected to bring more brand visibility for jute products and help expand sales. The jute industry depends on government purchases which has limited its scope for diversification. It has also eroded competitiveness of the industry.

The report said if the deal with Patanjali is finalised, the JCI plans to introduce mini shopping bags at Patanjali stores in metro cities. The market for diversified, value-added jute products is estimated at Rs 400 crore. It is growing 20 per cent year-on-year.

Sonali is a one-stop solution for all jute diversified products as well as other biodegradable materials in Kolkata. It showcases the handicrafts of remotely located marginal artisans, many of whom are women, having no other regular means of livelihood and who are not able to sell their products otherwise. The shop sells range products like traditional shopping bags, contemporary styled and fashioned bags for different end usage like school bags, beach bags, wine bags, water bottle carrying bags, kids bags, designer ladies bags and purses, floor mats, and carpets.

The report quoted an industry source as saying, “Over the years, the price support operations by the JCI have lost significance as market prices of raw jute have been consistently ruling below the MSP. Jute cultivators are being forced to go for distress sale due to this factor. With the JCI’s core role diminished, there is a need for diversification.”

The declining role of the JCI in MSP operations of raw jute was discussed at the meeting of the textiles ministry. During 2016-17, raw jute prices dropped to Rs 3,000-4,000 a tonne when the MSP was Rs 32,000 a tonne. Farmers suffered as the JCI could manage to procure only a measly 0.6 per cent (or 56,000 bales) of 9.2 million jute bales produced. Even though the raw jute MSP has been hiked to Rs 35,000 a tonne for FY18, market prices of the fibre crop are still ruling Rs 3000-4000 below the MSP. Raw jute prices are linked to prices of sacking bags used in government procurement to pack food grains and sugar, according to the report. (SV)

Fibre2Fashion News Desk – India

Must ReadView All

Sri Lanka reduces VAT on imported fabric to 5%

Textiles | On 24th Sep 2018

Sri Lanka reduces VAT on imported fabric to 5%

Considering the requests made by the stakeholders in the fabric...

E-com firms in India to deduct 1% TCS under GST from Oct 1

Apparel/Garments | On 24th Sep 2018

E-com firms in India to deduct 1% TCS under GST from Oct 1

E-commerce companies in India will have to deduct 1 per cent tax...

Courtesy: Andritz

Textiles | On 24th Sep 2018

'Strength of economy, demographics drive nonwovens demand'

The strength of the economy and demographic trends are the main...

Interviews View All

Top executives, Textile industry

Top executives
Textile industry

Denimsandjeans India 2018

Varinder Singh Jawanda, Trendy Bharat

Varinder Singh Jawanda
Trendy Bharat

Sizing and fitting issues are inherent problems for companies expanding...

Janak Dhamanwala & Sunil Dhamanwala, Jansun

Janak Dhamanwala & Sunil Dhamanwala

Moving towards sustainability is also a social change

Erik Sy,

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Akshat Chaudhary,

Akshat Chaudhary

Aizome, Asia's first Fairtrade denim brand, is all set to launch next...

Deepprakash Agrawal,

Deepprakash Agrawal

Radhey Weaves is a Surat-based manufacturer of brocade fabrics. MD...

Marcel Alberts, Eurofibers

Marcel Alberts

Coating at a fibre level is a practice not usually seen in the...

Steve Cole, Xerium Technologies

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Giorgio Mantovani, Corman S.p.A

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Anisha Chaudhari, Threads & Shirts

Anisha Chaudhari
Threads & Shirts

Threads & Shirts is a freshly-tailored concept providing men/women a...

Rajesh Pratap Singh, Rajesh Pratap Singh

Rajesh Pratap Singh
Rajesh Pratap Singh

<div>Ace fashion designer <b>Rajesh Pratap Singh</b> has used Tencel to...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

September 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search