India’s battle to rebrand jute

India is desperate to capitalise on this consumer shift and seize the opportunity to revive its flagging industry, expanding it from sacks and gunny bags to fashion.

Jute is growing in popularity worldwide as the demand for alternatives to plastic soars, with experts predicting the bag industry alone will be worth more than $3bn by 2024.

Today, India is trying to promote jute as a fabric for a sustainable future, with the government issuing a mandate that all grains and 20 percent of sugar should be packed in jute sacks.

Leading homegrown designers such as Ashish Soni and Pawan Aswani also use jute blends for their fashion lines.