Alappuzha, July 4 (SocialNews.XYZ) Hoping to breathe fresh life into one of Kerala's oldest traditional industries, the V.D. Satheesan government is planning to roll out a "One Coir Product for Every Home" campaign during the Onam season, urging households and government offices alike to purchase at least one coir product.
The proposal, aimed at reviving domestic demand for Kerala's iconic natural fibre products, emerged as the centrepiece of a comprehensive strategy to rescue the crisis-hit coir sector.
The initiative was announced on Saturday by Minister for Home and Coir Ramesh Chennithala after marathon consultations with coir workers, exporters, public sector enterprises, trade unions, elected representatives and officials in Alappuzha, the district that has for generations been regarded as the heartland of Kerala's coir economy.
Calling for urgent structural reforms, the Minister directed that there should be no fresh recruitment in the Coir Corporation, Coirfed, the Coir Machinery Manufacturing Company and Foam Mattings.
Administrative expenditure must be pruned, unnecessary spending curtailed and institutional efficiency significantly improved, he said, making it clear that the government would not allow the public sector coir units to continue functioning in their present state.
To prepare a revival roadmap, project officers have been asked to submit district-wise reports within a week detailing the challenges confronting coir societies and suggesting practical solutions.
Participants identified the acute shortage of coconut husks and declining fibre production as the industry's most pressing concerns.
The government is exploring the possibility of collecting coconut husks from households through the Haritha Karma Sena to improve raw material availability.
Industry representatives stressed that mechanisation is essential if Kerala's coir products are to remain competitive in global markets.
Small-scale producers, meanwhile, pointed out that the Coir Corporation owes them nearly Rs 38 crore, affecting production and cash flow.
Deputy Speaker and Aroor MLA Shanimol Usman sought a special revival package for thousands of coir workers whose livelihoods have come under severe strain.
Chirayinkeezhu MLA Ramya Haridas proposed developing an Anchuthengu brand to strengthen the identity and marketability of Kerala's coir products.
For more than a century, coir has been woven into Kerala's economic and cultural fabric, providing employment to thousands of families, particularly in Alappuzha.
However, shrinking raw material availability, mounting production costs, outdated technology and weakening markets have steadily eroded the industry's fortunes.
By combining institutional reforms with a statewide public campaign, the government hopes to weave a new future for an industry that has long symbolised Kerala's craftsmanship and resilience.
Source: IANS
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