NJB : Indian Jute – The Golden fibre for Connoisseurs’ choice 

An Interview with Shashi Bhushan Singh | Secretary | National Jute Board

Could you share your experience in National Jute Board that has influenced sector’s growth?

Jute is the livelihood of more than 40 lakh farm families and 5 lakh Industry workers in Mills and MSME Sector. National Jute Board, set up under NJB Act 2008 has the mandate to promote jute sector in Agriculture, Manufacture and Market Promotion of jute and jute products. Towards this, NJB has been vigorously implementing approved schemes and activities for overall development of jute sector.

How is the National Jute Board balancing the Sector’s traditional Jute Packaging products with the push for sustainability in diversification and global competitiveness?

Jute Industry in India comprises of organised Mills on the one hand and MSMEs on the other. The Product Profile of Jute Mills are basically Hessian, Sacking, Yarns basically used for packing purpose. The MSMEs are engaged in production of lifestyle jute products viz. jute shopping & carry bags, jute home furnishing including fabrics, floor coverings and textile made ups, wall hangings and decorative etc. NJB’s all out efforts are to promote Jute traditional Packaging and lifestyle   diversified products and balancing for sustainability of both the Sectors. NJB is helping the jute mills and entrepreneurs to modernise machinery for manufacturing jute diversified products through Capital Subsidy for Acquisition of Plant and Machinery Scheme and jute exporters to become globally competitive through Export market Promotion Assistance and Production Linked Incentive Scheme.   

Jute Carries Symbolic value of Environment friendly. How are you being responded internationally?

The positive attributes of jute –the Natural textile fibre is eco-friendly. Of late, jute fibre has found diverse applications in production of high value jute products which are developed inconformity with Connoisseurs’ choice. Such value added Jute Products are being increasingly exported to USA, Europe and other eco-conscious countries. In 2024-25, 40 countries accounted for 92% of total export value of Rs 3250 Cr. This is because of the changing tastes and preferences for environment friendly products.

Beyond jute packaging and diversification, what innovations in jute excite you?

Jute is biodegradable, recyclable green fibre. It absorbs nearly 15 tons of Carbon dioxide per hectare and releasing 11 tons of Oxygen. Industry’s recent innovation is Food Grade quality jute cloth& bags processed with Rice Brain Oil for packing edible items: Cocoa Beans, Coffee Beans and Shelled nuts, which are being increasingly exported to Cocoa and Coffee producing countries.  Beyond packaging, jute geotextiles- an eco- compatible product are being used to address critical geo technical problems such as road construction, slope stabilization and soil conversation. Collaborations with IITs and ICAR- NINFET are pioneering in innovations like water repellent coatings, jute composites for automobile accessories.

National Jute Board is for Promotion   of Indian Jute and Jute products. What efforts are being taken by NJB to drive diversification to reach eco-conscious consumers worldwide?

Jute is evolving towards diversification which implies shifting its product profile to high value products. NJB’s export promotion efforts facilitating Regd. Jute exporters’ Participation in International Trade Fairs in the USA, Europe and other eco-conscious countries resulted in increase in exports of jute diversified products to Rs. 1460 Cr. in 2024-25 from Rs 1374 Cr in 2023-24. This constituted 45% of total value of jute goods exports. As global consumers turn towards eco-friendly options, NJB’s mission is to explore the potential emerging and focus countries.

What would be future strategy of National Jute Board?

NJB’s future strategy is for overall development of jute sector in various segments viz. Raw Jute Quality / Productivity improvement, Modernization in Jute Mills & MSME JDP units, Product diversification with sustained employment and skilled workforce, Quality compliance and build brand image of jute as eco-friendly product  accelerating Farm to Fibre to Fabric to Fashion to Foreign Market.

(Shilpa Bichitra | Special Edition | 2025)