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The visibility for Coir products in the metros and other areas of India are very low. This has been largely due to non penetration of markets under the present set up by the Showrooms due to plethora of reasons including managerial responsibilities. Besides, because of the failure of the consignment model of sales only aged and shabby products are available in Coir Board Showrooms. A paradigm shift in the marketing of coir products in the domestic market need a contemporary strategy that is tinkered with maximization of business, creation of business opportunities, and showcasing of coir products appropriately so that Coir products earn their visibility and marketability.

India is the second populous country and is emerging as a strong economy.Through the consignment trading system Board’s Showrooms were not able to reach nowhere near the market opportunity thrown by the Indian market. There is a felt need for paradigm and 360 degree strategy shift. The new system should be totally transparent, ensuring equitable distribution of opportunities, fairly balanced, uniform in its approach to the stakeholders. The system should be totally regulation free. Buying of one doormat by half of the households, putting up one flower or vegetable plant pot filled with coir pith would lead to a quantum jump in marketing.

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