US Tariffs on Coir: A Challenge for the Coir Industry and a Call for Central Government Support

On August 27, 2025, a new 50% tariff on Indian coir imports went into effect in the United States, posing a significant threat to India's coir industry. As the CEO of Travancore Cocotuft, a company with over a century of experience in the coir industry, and the president of the Coir Exporters Association of India, I recently had the opportunity to discuss the impact of these tariffs on the Economic Times.

The United States is arguably the largest buyer of coir products from India. American buyers account for 40% of all Indian coir exports. The timing of this tariff is particularly challenging, as it coincides with the peak ordering period for Christmas sales. This situation is even more serious than the one we faced during the COVID-19 pandemic.

Overnight, our products have become 50% more expensive for American buyers. While the end retail price for consumers in the US will only increase by about 10% (for example, a doormat that retails for $9.99 will now be $12.99), the real impact is that it makes Indian coir uncompetitive in the market.

This will have a direct and severe effect on employment. The coir industry provides rural employment for approximately 200,000 people, 50% of whom are women. To support our buyers and prevent a fall in demand, we are being forced to cut overheads and invest in automation. Order cancellations would lead to "dead stock," while a reduction in orders would directly impact production and, consequently, employment.

Finding new markets is not a short-term solution. The US is the biggest market, and our products are specific to the assortment and design needs of American buyers. Shifting orders to other markets like the UK or Germany is not a simple task. The relationship built over the last 10 to 15 years with the US market has now completely collapsed, and there has been no effective damage control from the government's side.

We have made significant investments in our infrastructure over the last decade, including installing solar panels to be carbon neutral and automating our plants to be "Industry 4.0 ready". This was all done with the goal of being the "global factory". Now, we face this crisis without any concrete backing from the government.

Two to three months is too long to wait for a solution. We need immediate and tangible support from the Central Government. Vague statements of support are not enough. We are not looking for more debt, such as collateral-free loans. What we need is a solid financial infusion into the export community. The government should consider reintroducing schemes like MEIS (Merchandise Exports from India Scheme).

The US market accounts for a large chunk of our remittances. While we support our nation's self-interest and self-reliance, exporters are entirely dependent on these remittances, and this issue needs to be addressed immediately. The entire Indian export industry, not just coir, is being affected by these tariffs. We stand with our nation, but we need the government to find a common, sustainable ground to tackle this grave situation.

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