Success stories in Jute
Gone are the days when jute was used only as a raw material to produce gunny sacks for packaging. As a new source for lifestyle products, it is driving a new wave in the fashion and handicrafts industries, owing to its eco-friendliness, in both domestic and international markets. An all-encompassing increase in demand, from various sectors such as footwear, handicrafts and apparel, home furnishing and jewellery, Jute has benefited the Indian manufacturers.
The special features of Jute, being non-polluting, extremely durable and cost effective, makes it popular among the national and international customers. The optimism is ubiquitous in the industry. Since 1999, export of jute diversified products has increased in multifold. The labour-intensive jute companies provide employment to almost two lakh artisans working in 12,000 units spread across the country. The figure will be much higher if the jute cultivating community is included. India
Why I write this ‘Page’, is mainly to make the readers, How Jute entrepreneurs, have made their success, in their “Life”. As stated in a proverb, Success has not come to those entrepreneurs in a Day, but only after their continued efforts and Hard work. Some of their Success Stories, may be a inspiration for you also. If you wish to send your comments, about these 'Success Stories', you are requested to send your comments, by Emailing to the following link, with your contact details :
shivish333@gmail.com
Success Story – 1
Some time during 1999 or earlier, one entrepreneur from Kovilpatti, approached me, after reading my articles in various Newspapers & Business Magazines, for getting started with Jute Export business. On hearing his background & Business, I decided to test his interest in Jute Export business. I told him to bring some Jute related enquiries, from the internet, on his own. He came to me after a few days, with a bunch of papers, all with Jute related enquiries, collected from internet centres, which he approached, on my advice. Later, I decided to test his collection skill, by sending him to different Jute producing units, including Kolkata based Jute units. The surprising fact was that, he stayed with some of the Jute Artisans, and collected the samples, and also studied their capacity details, without spending much money. Further he also collected some other Eco-friendly crafts, like Terro-cota toys, etc.
When he asked me for the next step, I suggested him to make a Catalogue, which also he prepared, with all his collection of Jute products & other Eco-friendly products, within the next few weeks. For the next step, on studying his contacts and interest, I suggested him to visit USA & UK USA & UK and returned after a few months, with a Successful news, that, he has started a small office, in USA
Success Story – 2
Some time during 1995, an elderly entrepreneur [Mr.Pandurangan of M/s.Omega Mattings] from Chennai (native of Chittoor weaving belt), approached me, after reading my articles in various newspapers and requested me to guide him, in the Jute sector. He was not sure about what to do, since he came after retirement from Transport sector. His seriousness in venturing into Jute was visibly noticed and his technical knowledge in weaving made me to suggest him to enter into weaving line. He was so determined to take up making Jute blended fabrics of Fine quality, different from other Jute fabric manufacturers and also wanted to compete with the Mills, by bringing out finer Jute blended fabrics.
In his attempt, whenever he brought some newly developed Jute blended fabrics, I tested them with my basic technical knowledge, which I gathered from Binny ltd., and showed the weakness of the fabrics, either by tearing it off, or by washing the dyed fabrics, in Soap water, and returned those fabric swatches, for making improvements, in his fabrics. This lasted for few years, and after successfully introducing the blended fabric, he was again well determined to serve his fabric only for ‘Long-term’ exporter, for which he participated in many of our Fairs during that period. At one stage, when he lost more than 1.5 Lakh (in INR), from out of his retirement amount, he decided to quit the business, for making some alternative business, to his successor SON. In 2000, he came to inform the same to me that, he wished to quit the Jute business, totally. But with a confidence on his Fabric development, I told him, that he would come back certainly, successfully. The very next week, he came to my office, carrying a sweet box, saying that, he got a Long-term Order, from an exporter, for his blended Jute fabrics. He is still in business, making fancy blended Jute fabrics.
Success Story – 3
During 2001-2002, when we were conducting a Jute Fair at Chennai, on the inaugural day, one visitor approached me asking me for information for becoming a Jute entrepreneur and the formalities to be complied with. While discussing with her, I gathered that she was making textile garments with Cotton & polyester fabrics and wanted to venture in to Jute. I took her immediately to a fabric supplier stall, in the same fair and arranged for providing Jute fabrics, for converting into Garments. The next day, to my surprise, she came with few sets of decorative Jute garments, made from the fabrics, sourced from the fair and showed it to me.
For her surprise, there was one stall vacant in that fair, which I provided to her and she sold all her pieces, on the same day. She continued to occupy the stall till the last day, by replenishing with Jute Garments, and proved her entrepreneurship, in a day.
This Story makes it clear, that for becoming an entrepreneur, one needed to have the skill & ambition & real Hardwork. Even in One Day, One can become an Entrepreneur.
Success Story – 4
During 2008-2009, when we conducted a Jute Fair at Pudhucherry (erstwhile Pondicherry in India), a leading Jute Bag manufacturer [M/s.R.R. Poly Industries] based at Pudhucherry also participated in the fair, with other Jute units, to showcase their range of Jute products, to the visiting public & Business visitors.
The partner of the unit approached me and thanked me for opening their vision, by giving them an opportunity to participate in that fair and also taught them a very big Message, during that event. Generally, at Pudhucherry, the local Government insisted on disposing off the waste, in a safe manner, without affecting the environment, for which, they have been spending ‘Thousands’ of Rupees, every week, for disposing the Jute waste cloth, in truckloads, that gets generated during the stitching process of the bags.
Whereas, in that fair, they saw some beautiful Jute Dolls & Key chain holders & Jute Jewellry, all made from such Jute waste bits, and it was a Big lesson for them, according to the partner of that firm.
I wish to say a success story about an entrepreneur [Mr.KC.Job of M/S.Sangeetha bags) from Kerala. During 1992 /1993, one entrepreneur approached me during a Jute fair, and evinced interest to set up a small Jute manufacturing unit. He also stated that, he has got a General Provision shop in the market area at Cochin
Success Story : 6
I must certainly share this Success Story about a woman entrepreneur from Chennai, who approached me during May 2006. One woman entrepreneur called me over phone, with an interest to set up a Jute manufacturing unit. She also pointed out that had completed some Certificate course in Crafts making from NIFT, Chennai. In order to test her creativity, I told her to come and meet me with some Jute Crafts, developed by her. She openly spoke to me that, Jute is totally new to her experiment and asked for providing some sample fabrics, for developing a sample. On my advice, she picked up some Jute fabrics, from Jute retail outlet at Chennai and developed a Sample, and showed me the sample during May 2006. On seeing the sample piece of Mobile cover, made with Aqua Blue Jute fabrics, with lining of cotton designer fabric, to match the Jute fabrics and also hand embroidered with copper coated glass beads. For checking the expertise of an expert, even one sample is enough. Her sample also proving her expertise.
Success Story : 7
This is about an entrepreneur, who was very creative but not exposed properly. On seeing my ‘Vanakkam Thamilagam’, on 12th May’03 (a One Hour morning programme) in Sun TV, a set of family members contacted me to provide some ideas for guiding an entrepreneur, who is closely related to them. They also explained that, the entrepreneur (Mr.Satyan of M/s.Chic Crafts) has worked in Cinema field, creating Art backgrounds, etc., and also was making some artistic pieces, costing more than Rs.20,000 (in INR). But the problem lies in the volume of pieces, he could market only 3 to 5 pieces, in a year. On hearing their points, I personally visited the entrepreneur’s production unit and got really amazed by the range of products, he has created out of various products. Various types of Wall decoratives, palm art, lamp shades of sand texture, Decorative mirrors, etc.
After studying his creativity, I explained him that, he was marketing his creative artistic pieces, in few numbers, at very high margin, due to its workmanship and artistic talent. I suggested that, by entering in to Jute, it will become totally reverse, i.e., Volume to be increased and margin to be decreased. He started preparing his Wall decorative pieces, with the base material as Jute and started making designer Wall decoratives and Decorative Jute mirrors, which he proved to be the fast moving pieces, in the Jute fairs/events. He has wider collections of Jute Wall Hangers, Lamp Shades, Jute Flower-vase, Jute stationery set, etc. Now he is totally into Jute and doing in large volume, with very good margin also, for his creativity and workmanship and regularly participate in Fairs & events, of his expectation. All his wall decoratives prove to be different and Unique from others. Creativity has no boundary.
Success Story : No. 10
Success Story - 8
An young Jute Entrepreneur [Mr.Dipak Sarkar of M/s.Jutee Handicrafts] from Kolkata, approached me, at my Chennai office, during 1996-97, with newly designed Jewellry products, made of Jute yarn and also by applying Jute Fabrics, on the jute jewelry products. The products, on the face of its appearance, the jute jewelry samples were looking bit simple & unsophisticated, like a Child’s creation. Being a new range, at that point of time, I appreciated the entrepreneur’s efforts and also impressed by his request for ideas, for improving his Product. On studying his product, I suggested him to make it much refined, and to remove protruding fibre on the yarn. I also suggested him to come out with some “Branding” for his product ranges and also to have better “packing”, to impress the buyers.
The enthusiastic entrepreneur, immediately obliged my suggestions & ideas, and took lot of efforts, and started making improvements in his products, by applying some mechanical techniques and also started packing it in a “See-Through” decent packing, with a special Brand name, for his Jewellry products. Now, his products are very much attracted by the buyers, all over India and he has also started Exporting his products, to foreign countries. For getting success, every product need to be presented in a better manner, with Better look and effective Marketing Techniques. Simply having a innovative / creative products, will not do, for taking it to the Market. Only through effective and appropriate Marketing tools, the product, can get Good Exposure and wider market acceptance.
Success Story : No. 9
This story is about an IT (Information Technology) Engineer [Mr.Venkatesh Suthanthiram of M/s.Aqua and Earth Bags], based at Chennai, who pioneered into the Jute venture, with his knowledge & confidence. The young & energetic Jute entrepreneur, having set up his Jute unit, in a remote village, considering its cost advantage, and having his office set up in the City, made his steps professionally, in all aspects. On seeing the product and the way it was designed uniquely, MPO ( Chennai ) recommended, on the “first sight” itself, that his products are eligible to be exhibited in Foreign fairs and also paved the way for the New Jute entrepreneur, to enter the foreign markets. The enthusiastic Engineer cum Jute Entrepreneur, also participated in the ‘Intl. Autumn Fair’, Dubai, under the banner of National Jute Board, in Dec’2011. The product being a Fancy Jute bag, with a “SHOE-Like” appearance, impressed many a visitors.
The moral of this story is, that “More than education, the confidence and Using of Knowledge in the ‘Right’ direction” is considered to be very much vital & important, during this competitive situation
Success Story : No. 10
This story happened in March 2024, when I was 𝗛𝗲𝗮𝗱𝗶𝗻𝗴 𝘁𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗗𝗲𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁 𝗶𝗻 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗝𝘂𝘁𝗲 𝗕𝗼𝗮𝗿𝗱 [𝗡𝗝𝗕] 𝗮𝘁 𝗞𝗼𝗹𝗸𝗮𝘁𝗮. I got an invitation from 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗜𝗻𝘀𝘁𝗶𝘁𝘂𝘁𝗲 𝗼𝗳 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 (𝗡𝗜𝗙𝗧), Kolkata, for making a presentation to their Fashion Department Students at Kolkata.
Accordingly, I visited NIFT Kolkata, in Mar'24, and made a 𝗣𝗼𝘄𝗲𝗿𝗣𝗼𝗶𝗻𝘁 𝗣𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝘁𝗼 𝘁𝗵𝗲 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗗𝗲𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁 𝗦𝘁𝘂𝗱𝗲𝗻𝘁𝘀, 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗦𝗰𝗼𝗽𝗲 𝗼𝗳 𝗘𝗰𝗼-𝗳𝗿𝗶𝗲𝗻𝗱𝗹𝘆 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. More than 200 Students were present during the occasion. 𝗝𝘂𝘁𝗲 𝗠𝗮𝗿𝗸 𝗟𝗼𝗴𝗼 𝗕𝗮𝗴𝘀 𝘄𝗲𝗿𝗲 𝗮𝗹𝘀𝗼 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗲𝗱 𝗙𝗿𝗲𝗲-𝗼𝗳-𝗖𝗼𝘀𝘁 𝘁𝗼 𝘁𝗵𝗲 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗦𝘁𝘂𝗱𝗲𝗻𝘁𝘀. After completing the presentation, many students showed interest and made enquiries about Eco-friendly Jute products and I clarified all their Queries, on-the-Spot. One of the Fashion Student, came with a beautiful Jute Decorative product and she enquired about further scope for the Product.
I got impressed by the Jute product and its uniqueness designed by her. In order to test her design ability I told her to come with some more Designer Jute products, the next day. She visited my office, the next day, and showed me some more Jute Designer products. I got enthralled by her product designing and enquired about her interest to participate in a popular Jute Fair, at Kolkata, to be started in the next few days. 𝗦𝗵𝗲 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗱 𝗵𝗲𝗿 𝗝𝘂𝘁𝗲 𝗘𝗮𝗿 𝗿𝗶𝗻𝗴𝘀, 𝗮𝗻𝗱 𝗝𝘂𝘁𝗲 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗖𝗵𝗮𝗶𝗻𝘀, in a very colourful and attractive manner, different from other Jute products available in the market, using her Fashion Designing knowledge
Though she hesitated a little because of the short notice, I encouraged her to make the Jute Designer products, and also motivated her to make the Jute Products, even while sitting in the stall itself. She accepted my suggestion and participated in the 𝗝𝘂𝘁𝗲 𝗙𝗮𝗶𝗿, 𝗵𝗲𝗹𝗱 𝗮𝘁 𝗖𝗶𝘁𝘆 𝗖𝗲𝗻𝘁𝗿𝗲-𝗜𝗜, 𝗮𝘁 𝗞𝗼𝗹𝗸𝗮𝘁𝗮, with the Jute decorative products made by her . She also started making her Jute product in the stall itself and was also selling it in the Exhibition. 𝗦𝗵𝗲 𝗺𝗮𝗱𝗲 𝗴𝗼𝗼𝗱 𝘀𝗮𝗹𝗲𝘀 of her products in the Fair and also received 𝘀𝗼𝗺𝗲 𝗴𝗼𝗼𝗱 𝗲𝗻𝗾𝘂𝗶𝗿𝗶𝗲𝘀 for her designer Jute products. She is confident of setting-up an Designer Product Unit, after completing her studies.
𝗜𝘁 𝗶𝘀 𝗼𝗻𝗹𝘆 𝘁𝗵𝗲 “𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲” 𝗮𝗻𝗱 “𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆”, 𝘁𝗵𝗮𝘁 𝗽𝗿𝗼𝘃𝗶𝗱𝗲𝘀 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 𝗳𝗼𝗿 𝗮𝗻𝘆 𝗲𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝘀.
Success Stories – still continues
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