Kerala's Coir Minister Ramesh Chennithala on Saturday unveiled a sweeping revival strategy for the state's crisis-hit coir sector, anchoring it around a 'One Coir Product for Every Home' campaign to be launched during the Onam season. The announcement, made in Alappuzha — the historic heartland of Kerala's coir economy — followed marathon consultations with coir workers, exporters, public sector enterprises, trade unions, elected representatives and officials.

The Campaign and Its Core Objective

The centrepiece of the strategy is a statewide public awareness drive urging every household and government office to purchase at least one coir product during Onam. The initiative is designed to stimulate domestic demand at a time when the industry faces shrinking markets both at home and abroad. This comes amid a broader recognition that export-led growth alone cannot sustain the sector without a robust domestic consumption base.

Institutional Reforms Ordered

Minister Chennithala directed that there should be no fresh recruitment in the Coir Corporation, Coirfed, the Coir Machinery Manufacturing Company, and Foam Mattings. Administrative expenditure is to be pruned, unnecessary spending curtailed, and institutional efficiency significantly improved. The Minister made it clear that the government would not allow public sector coir units to continue functioning in their present state. Project officers have been asked to submit district-wise reports within one week, detailing challenges confronting coir societies and suggesting practical solutions.

Raw Material Shortage and Mechanisation Gap

Participants at the consultations 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 — a structural gap that has allowed rivals to undercut Kerala on price and volume.

Workers' Dues and Livelihood Concerns

Small-scale producers pointed out that the Coir Corporation owes them nearly ₹38 crore, severely affecting production and cash flow. Deputy Speaker and Aroor MLA Shanimol Usman sought a special revival package for the 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 globally.

A Century-Old Industry at a Crossroads

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. Shrinking raw material availability, mounting production costs, outdated technology, and weakening markets have steadily eroded the industry's fortunes. With this multi-pronged strategy combining institutional reform, public demand creation, and branding initiatives, the government hopes to chart a new course for one of India's most iconic natural fibre industries.