Rice sacks to runway: India's battle to rebrand jute

Jagatdal, India (AFP) Oct 6, 2021

From the boutiques of Christian Dior to royal wedding favours, jute is growing in popularity worldwide as demand for alternatives to plastic soars, with experts predicting the bag industry alone will be worth more than $3 billion by 2024. 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