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The Jute Corporation of India (JCI) is planning a tie-up with Patanjali Ayurved for branding and promotion of jute diversified products, such as mini shopping bags and some fashion items, signalling a makeover of the state-controlled agency.
Historically, the JCI has been tasked with undertaking minimum support price (MSP) operations of raw jute.
JCI’s chairman-cum-managing director, K V R Murthy, is understood to have visited the Patanjali headquarters at Haridwar to discuss the tie-up. The issue of recasting JCI’s role also cropped up during a recent meeting of the Union textiles ministry. It was decided to market value-added and fashionable
