Jute is fast replacing plastic in today's eco-conscious world. Aziz Haider on an entrepreneur's experiments with jute.
It is known as the golden fibre. Yet it is as cheap as dust. Referred to as Corchorus Olitrius of Tiliacea family, West Africa Sorrel or even Krin-Krin, jute is famous for its fibre production, second only to cotton.
Since ages, it has adorned the back-yard gardens and fields belonging to innumerable families, it being one of India's most authentic creations. Its shiny leaves make it easier to distinguish from other vegetable plants, with whom it is often interspersed with. If allowed, it produces bright yellow flowers that grow into elongated pods that contain several small, dark green seeds.
Traditionally been used for packaging in India, jute's versatility is only coming to light now as the world looks on for natural options to save the environment. Unbelievable it may sound, but this natural fibre has been found to be the ideal solution for conserving the soil and environment and also in applications such as civil engineering, which are so essential for human progress.
Jute artefacts too are very popular. The art carries all the connotations of creation and repair, of holding things together and nurturing, of gathering in and conserving, of growth and peace and beauty. Some of these artefacts could also be an alternative to plastic bags and leather items, whose harmful effects are a menace to society.
As the fashion of plastic bags wear off and as the realisation dawns about its harmful ecological effects, the harmony of nature brought about by jute will become visible again. Once this awareness comes, it will never again be possible to see jute as something only for those who are not so rich.
A revival is underway and Abhishek of Adyar International may well be contributing towards this. An alumini of National Institute of Fashion Technology, Abhishek attended an Entrepreneurship Development Programme from National Center for Jute Diversification before embarking on his mission to eradicate the usage of plastics from our lives. In the process, he hopes to earn some money as well.
And why shouldn't he do so! After all, he is taking pains to make some of the finest jute items that I have seen, replete with lace work, crochet work, patchwork and fine embroidery. Starting small with only a few shopping bags as sample, Abhishek now participates in several exhibitions all over the country. Moreover, his company's retail network has now expanded to Hyderabad, Udaipur, Mumbai, Chennai and Bangalore, besides Delhi.
FICCI too has been a great help in his pursuits. It was FICCI that initially invited him to their `Look South' conference on tourism, held first in Hyderabad and then at Udaipur. Says Abhishek, "Generally, wherever I go I try to fix a marketing person. Several of these tie-ups have materialised courtesy FICCI."
Playing smart, this young entrepreneur does not work on commission basis. Instead, he sets a wholesale price for products, and the buyers can fix any mark-up on the products as per their wish. This way, he ensures that money does not get stuck in the market.
As part of his expansion drive, Abhishek is now planning to go on a whirlwind tour of Europe. FICCI's contribution is also there behind this trip as it was in one of FICCI's programme that he met a delegation from Croatia. The talks with them bore fruits when they invited him to come to Croatia.
The name Adyar International is a story in itself. Initially Abhishek had named his company Adyar meaning unparalleled. It got printed as Adyar courtesy the printer. Since he had heard of Adyar on his previous visit to Chennai, he decided to carry on with the name.
Belief in himself and his abilities is one chief reason for this young man's success. Today, he is prospering in a business in which few fashion designers would have dared to venture. "I always wanted to do my own work. I started with reselling low cost shopping bags. Once I started getting orders, I employed a few karigars and started manufacturing myself."
Despite all the success, most of Abhishek's products are small-budget items. Don't be surprised if you find a men's wallet for as low as Rs 45. Ladies' purse is available for Rs 90, while a file folder, most suitable for college-going students, comes for Rs 80. Average price of Adyar's items is less than Rs 100. The costliest are the executive bags costing between Rs 150 and Rs 200.
His continuous experimentation with jute has reaped rich dividends, so much so that he also has coasters, pen and candle stands and several other decorative items to adorn the sidewalls.
It is known as the golden fibre. Yet it is as cheap as dust. Referred to as Corchorus Olitrius of Tiliacea family, West Africa Sorrel or even Krin-Krin, jute is famous for its fibre production, second only to cotton.
Since ages, it has adorned the back-yard gardens and fields belonging to innumerable families, it being one of India's most authentic creations. Its shiny leaves make it easier to distinguish from other vegetable plants, with whom it is often interspersed with. If allowed, it produces bright yellow flowers that grow into elongated pods that contain several small, dark green seeds.
Traditionally been used for packaging in India, jute's versatility is only coming to light now as the world looks on for natural options to save the environment. Unbelievable it may sound, but this natural fibre has been found to be the ideal solution for conserving the soil and environment and also in applications such as civil engineering, which are so essential for human progress.
Jute artefacts too are very popular. The art carries all the connotations of creation and repair, of holding things together and nurturing, of gathering in and conserving, of growth and peace and beauty. Some of these artefacts could also be an alternative to plastic bags and leather items, whose harmful effects are a menace to society.
As the fashion of plastic bags wear off and as the realisation dawns about its harmful ecological effects, the harmony of nature brought about by jute will become visible again. Once this awareness comes, it will never again be possible to see jute as something only for those who are not so rich.
A revival is underway and Abhishek of Adyar International may well be contributing towards this. An alumini of National Institute of Fashion Technology, Abhishek attended an Entrepreneurship Development Programme from National Center for Jute Diversification before embarking on his mission to eradicate the usage of plastics from our lives. In the process, he hopes to earn some money as well.
And why shouldn't he do so! After all, he is taking pains to make some of the finest jute items that I have seen, replete with lace work, crochet work, patchwork and fine embroidery. Starting small with only a few shopping bags as sample, Abhishek now participates in several exhibitions all over the country. Moreover, his company's retail network has now expanded to Hyderabad, Udaipur, Mumbai, Chennai and Bangalore, besides Delhi.
FICCI too has been a great help in his pursuits. It was FICCI that initially invited him to their `Look South' conference on tourism, held first in Hyderabad and then at Udaipur. Says Abhishek, "Generally, wherever I go I try to fix a marketing person. Several of these tie-ups have materialised courtesy FICCI."
Playing smart, this young entrepreneur does not work on commission basis. Instead, he sets a wholesale price for products, and the buyers can fix any mark-up on the products as per their wish. This way, he ensures that money does not get stuck in the market.
As part of his expansion drive, Abhishek is now planning to go on a whirlwind tour of Europe. FICCI's contribution is also there behind this trip as it was in one of FICCI's programme that he met a delegation from Croatia. The talks with them bore fruits when they invited him to come to Croatia.
The name Adyar International is a story in itself. Initially Abhishek had named his company Adyar meaning unparalleled. It got printed as Adyar courtesy the printer. Since he had heard of Adyar on his previous visit to Chennai, he decided to carry on with the name.
Belief in himself and his abilities is one chief reason for this young man's success. Today, he is prospering in a business in which few fashion designers would have dared to venture. "I always wanted to do my own work. I started with reselling low cost shopping bags. Once I started getting orders, I employed a few karigars and started manufacturing myself."
Despite all the success, most of Abhishek's products are small-budget items. Don't be surprised if you find a men's wallet for as low as Rs 45. Ladies' purse is available for Rs 90, while a file folder, most suitable for college-going students, comes for Rs 80. Average price of Adyar's items is less than Rs 100. The costliest are the executive bags costing between Rs 150 and Rs 200.
His continuous experimentation with jute has reaped rich dividends, so much so that he also has coasters, pen and candle stands and several other decorative items to adorn the sidewalls.
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