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Marketing campaign for coir products

Special Correspondent

Exhibition of coir products at VJT Hall till January 31

THIRUVANANTHAPURAM: The State Government on Friday launched a major marketing initiative to pull the ailing coir industry out of the woods by branding the State's coir products to demarcate their quality difference for the benefit of customers in export and domestic markets.

Chief Minister V.S. Achuthanandan released the brand logo proclaiming Kerala's coir products as the `Golden Yarn of God's Own Country' at a function here. He described the initiative as the first of a series of measures being planned by the Government to save the coir industry that sustained more than four lakh rural workers in the State.

Minister for Civil Supplies C. Divakaran inaugurated an exhibition of coir products arranged in connection with the release of the logo. The exhibition being held at the VJT Hall will be on till January 31.

Minister for Coir G. Sudhakaran, who presided over the function, said the retted golden coir fibre of Kerala had a definite quality edge over the brown fibre used elsewhere for manufacturing coir products. However, the superior texture and durability of the State's coir products did not give them the edge they deserved in the market for want of marketing initiatives focussing on their speciality.

He said the State's coir industry would put in place a quality control system along with the branding process. The Government was drawing up a plan of action to boost the export of coir products to the level of around Rs.1,500 crore.

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