Project Overview
The project began with a collective exploration of the ODOP (One District One Product) Scheme, an initiative by the Government of India to promote region-specific products. As a group of five, we conducted an initial study to understand the system and its implementation across states. Following this, each member pursued an individual direction. This project focuses on the coir industry as my chosen area of inquiry.
About the project
The One District One Product (ODOP) scheme is a government initiative aimed at promoting region-specific products by strengthening their branding, market access, and production ecosystems through dedicated platforms like Unity Malls. Coir, deeply rooted in the culture and economy of districts like Alappuzha, has been identified as an ODOP product in Kerala, Tamil Nadu, and Karnataka, yet remains undervalued in the domestic market. This project focuses on coir to explore how design, visibility, and storytelling can transform it from a raw material into a modern, sustainable lifestyle product with renewed relevance.
ODOP System mapping
TIMELINE
System thinking
DISCOVER
WEEK 1
WEEK 2
WEEK 3
WEEK 4
WEEK 5
WEEK 6
WEEK 7
WEEK 8
WEEK 9
WEEK 10
DEFINE
DEVELOP
DELIVER
Solution ideation
Retail space study - Store visits
Understand archetypes & Persona
Understanding ODOP Scheme - Meet with government authorities
Secondary Research
Understanding coir industry in India
Primary Research
Understanding coir industry in Alappuzha
Service design workshop
understanding the system
Identifying intervention areas
Value proposition
Ideate & define concept
Final designs
Deliverables, Service Blueprint & Possible solution ideation
One District One Product (ODOP) is a flagship initiative by the Government of India aimed at promoting and strengthening products that are unique to specific districts across the country. The scheme focuses on identifying one high-potential product from each district, whether it is a craft, crop, or industry, and building end-to-end support around it. This includes skill development, branding, infrastructure, and market linkages. ODOP aims to boost local economies, generate employment, and preserve regional heritage through focused development. Ultimately, it seeks to create a self-reliant India by turning every district into a hub of excellence for its chosen product.
What is ODOP ?
Preserve traditions
Scale local economies
Create direct-to-market pathways
Generate employment
Position India globally
Products from all districts
G.I Products
Total districts covered
1200+
100+
750+
ODOP Interventions
Diversification
Market Opportunities
Domestic and International market
Scheme Awareness
Upskilling
Buyer Needs
B2B E-Commerce Onboarding and Fulfillment Assistance
Scheme Facilitation Support
Packaging and Branding
Certifications
Funding Facilitation, Marketing and Technology Upgradation
Quality Standardization
International Expos
Product Development
Awareness
Sales Improvement
Scheme
OBJECTIVES
Promote local art, craft, and industry by identifying one product per district with the potential for growth and export.
Boost exports by developing district-specific value chains and enhancing product quality and competitiveness.
Create sustainable employment opportunities and uplift the rural and semi-urban economy.
Preserve and promote traditional skills and heritage by supporting artisans and local entrepreneurs.
SECONDARY RESEARCH
China is the largest importer of coir fiber from India, contributing to 97% of the total quantity & 96% of the total value exported out of the country in 2021-22.
India produces coir fiber, yarn, mats, mattings, rugs, non-woven products, geotextiles, piths, and other coir products.
Coir pith is the leading export item, followed by tufted mats & coir fibre, indicating the dominant segments driving the country's coir export economy.
Coir stands out among natural hard fibers as it is uniquely derived from the fruit of a tree cultivated primarily for its edible value, making coir a more economical and sustainable by-product compared to fibres like jute and sisal, which are grown only for fibers extraction.
Coir is a natural fiber extracted from coconut husks, known for its strength, durability, and eco-friendly properties. India is the largest producer of coir in the world. The coir industry plays a vital role in rural employment and sustainable product development, offering a wide range of items like mats, ropes, brushes, and geo-textiles.
COIR
Why Coir Industry ?
While going through the ODOP products in India, coir stands out as a value-added product selected for one district each in Kerala, Tamil Nadu, and Karnataka. This highlights its regional significance and strong presence across multiple states. Coir also holds high value in the export market, making it a strategically important product for economic and trade development.
Agriculture (45%)
Food Processing (9%)
Textile and Handloom (15%)
Manufacturing and Minerals (16%)
Handicrafts
(10%)
Others (5%)
Coir
Coir
80%
US$ 478.0 million
CAGR of 8.7%
India is the largest producer of coir in the world, contributing around
of global production.
Coir Market size was valued at
It is projected to grow at a
in 2024.
from 2024 to 2030.
Coir products fall under the Handicrafts & Agro-based sectors in the ODOP.
Coir & Coir based Products
Alappuzha District
Tumakuru District
Tenkasi District
The heavy export of raw materials enriches India’s economy through increased foreign exchange earnings and strengthens its international trade relationships. However, by shifting downstream value addition and market control overseas, this practice dilutes India’s ownership of the product’s identity and branding.
Analysis
Challenges
Fluctuating raw material availability
Competition from synthetic alternatives.
The need for technological advancements in processing.
Opportunities
The global shift towards eco-friendly and sustainable products.
Enhancing product quality, diversifying the product range, and strengthening marketing strategies.
INSIGHTS
Although India leads in coir production and exports, the domestic market does not fully reflect the value of this versatile natural fiber. A large portion of raw coir is exported at an early stage, only to be processed and marketed as high-value products by other countries. This reveals a missed opportunity for value addition within India, where the naturally durable and sustainable coir fiber could be transformed into finished goods, boosting local industries, generating employment, and strengthening the domestic value chain.
COIR INDUSTRY IN KERALA
Promote the slogan (Coir board) “One House, One Coir Product” as a statewide campaign to boost domestic awareness, encourage everyday use & drive market development for coir products.
Kerala accounts for about 61% of India’s coconut production, & 85% of coir products.
Unorganised sector employs 68.7% work force whereas 25.8% employment is in the co-operative sector
Approximately 90% of coir workers in Alappuzha are women, with men making up the remaining 10%
17.8% workers are suffering from some form of allergy due to the nature of work
Out of the current annual production of approximately 1,30,000 Tonnes of coir fiber, about 80% is retted fiber, while the remaining 20% is unretted fiber
86,000 Tonnes are brought in from outside the State
89.7% of units are in small scale sector
Nearly 10% units only are availing export credit
Ecosystem mapping of Coir Industry in Alappuzha
Understanding the system
MIND MAPPING
R & D efforts
Coir Industries in India
INTERNAL INDUSTRY CHALLENGES
INPUTS
Lack of quality awareness
Low productivity
Inadequate marketing system
Lack of tech upgradation
Decreased raw material availability
Inconsistent product quality
Poor raw material utilization
Lack of new product development
Lack of innovation
Technological obsolescence
EXTERNAL INFLUENCES
Policy & regulation (Govt)
Global market trends
Competition from natural fibres
Support from MSME/Coir board
Cooperative sector performance
DESIRED RESULTS
OUTPUTS
Increase domestic market acceptance
Increase export potential of products
High value addition
Better artisans livelihood
Sustainable product positioning
STAKEHOLDER MAPPING
1
2
3
4
Artisans
Exporters & Traders
Central Coir Research Institute (CCRI)
Kerala State Coir Co operative Marketing Federation (COIRFED)
Manufactures
Consumers
Tourism Sector
NGOs
SHGs
Educational Institutions
E-commerce Platforms
Media & Influencers
Retailers & Lifestyle Stores
Financial Institutions
Research & Training Institutes
Mahila Coir Yojana
Central Institute of Coir Technology (CICT)
Local Self-Government Bodies
Coir Cooperatives
ODOP cells
Coir Board
Coir clusters Alappuzha
MSME
Small & Medium Enterprises (SMEs)
COIR
1 - Product
2 - Core Stakeholders
3 - Internal but indirect stakeholders
4 - External but indirect stakeholders
Action Plan for upscaling the coir Industry in Kerala
COIR BOARD SALES & DEPOT
ERNAKULAM, KERALA
INSIGHTS
The existing market for coir is primarily export-driven, where the highest quality products are prioritized for international markets. As a result, lower-grade products are left for the domestic market, which affects how coir is perceived locally. This imbalance creates a negative impression of the product’s value and quality among Indian consumers, gradually weakening its presence and demand in the domestic market.
PRIMARY RESEARCH
SITE VISIT
Alappuzha, Kerala
Kerala State Coir Corporation
International Coir Museum
Central Coir Research Institute
CUSTOMER PERSONAS
DESIGN BRIEF
Enhancing Visibility of Coir Products in the Domestic Market
To design a systemic solution that increases the visibility, accessibility, and desirability of coir & coir products in the domestic market, aligned with the ODOP and Coir Board initiatives.
Strategically locating at high-footfall areas like Unity Mall
Well-branded retail and experience space
Showcases premium, high-quality coir products
Educates customers on coir's value, heritage, and uses
Encourages customer engagement and drives local purchases
SERVICE BLUEPRINT
VALUE PROPOSITION CANVAS
BRIDGING PAIN POINTS & GAIN POINTS
VALUE PROPOSITION
To reimagine coir not just as a raw material or rural product, but as a sustainable, design-forward lifestyle choice. This system will facilitate artisans, educate consumers, and build a stronger domestic identity for coir, bridging the gap between heritage and modern market relevance, ultimately making coir a proud part of everyday Indian life.
Overdependence on Raw Fiber Export
The demand for sustainable, biodegradable products is surging across the globe. Indian consumers, too, are increasingly mindful of their environmental footprint, creating a ripe market for natural materials like coir.
🌿
A Timeless, Sustainable Material
Coir is a 100% natural, renewable, and biodegradable fiber with high strength and versatility. Its deep connection to Indian agricultural and craft traditions makes it both culturally rich and environmentally relevant.
🪵
Policy Push via ODOP & Unity Mall Schemes
Government initiatives like One District One Product (ODOP) and Unity Mall offer institutional support, dedicated retail platforms, and visibility for region-specific products like coir. This creates a unique opportunity to position coir as a design-led, rooted, and export-ready product category.
🏛️
USE CASE SCENARIO
FLAGSHIP STORE DESIGN - UNITY MALL (EKTA MALL)
Proposed Location : Technopark campus, Thiruvananthapuram
UNITY MALL
Unity Mall, also known as Ekta Mall, is an initiative launched under the broader One District One Product (ODOP) and PM Gati Shakti National Master Plan. It is envisioned as a centralized retail and cultural space that showcases and promotes district-specific products from across India under one roof.
BRAND VISION
To create a design-forward, sustainable lifestyle brand that elevates coir from a utilitarian past to a contemporary eco-luxury experience - bridging craft and consciousness, local and global, heritage and modernity.
BRAND POSITIONING
A new-age lifestyle brand rooted in nature, crafted with care, and designed for the modern, conscious consumer.
Golden Fiber - "Crafted by Nature, Curated for Living."
DESIGN CONCEPT
Golden Fiber is a sustainable lifestyle brand that transforms coir, India’s humble golden fiber, into refined, contemporary essentials. The design direction reflects the earthiness of the material and the modern aspirations of the conscious consumer - merging tactility, tradition, and timeless design.
LOGO
Interwoven loops
Serif font
Under Coir board of India
Inner loops
Symbolizing the interconnection of nature, craft, Sustainability, Innovation.
Conveying trust, authenticity, and timelessness.
The value chain from farmer to artisan to consumer, reflects a meaningful bond where each connection in the process is vital and deeply valued.
The abstract knot formation draws inspiration from traditional coir weaving techniques, re-imagined in a clean, modern form that reflects timeless utility and beauty.
Cormorant Garamond
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Typeface
Colour Scheme
IN - STORE UNIFORM
COLLATERALS
Type : Kurta
Material : Linen
INSTAGRAM POST
LIFESTYLE LOOKBOOK /CATALOGUES
FLYER
MOODBOARD
ZONING
The maximum area is approximately 10,000 sqm, with a side length of 10 meters. However, this can vary based on the nature of product displays, the diversity of crafts, and the availability of regional products.
STORAGE SPACE
ZONE - 1
LIFESTYLE & UTILITY PRODUCTS
ZONE - 3
COIR CRAFT GALLERY
ZONE - 4
ECO TECH ZONE
ZONE - 5
COIR CRAFT GALLERY
ZONE - 5
AGRI CORE
ZONE - 2
GARDENING PRODUCTS
ZONE - 6
PET ACCESORIES
RECEPTION
RECEPTION
Customer circulation
Staff circulation
ENTERANCE
PRODUCT RANGE
PLAN
EXPERIENCE - DRIVEN RETAIL SPACE
The storefront offers an experience inspired by a modern tropical home, where coir is thoughtfully integrated to elevate its presence and redefine its potential. The window display features a live interior setting that incorporates coir artifacts, presenting a fresh and experimental vision of the brand.
In the interior space of the store, the central focus is a statue depicting two women engaged in traditional coir-making, representing the essence of small-scale cottage industries and honoring the value of the artisans. Surrounding this centerpiece, unique coir crafts and artifacts are thoughtfully exhibited, highlighting the richness of the material and the stories behind each handcrafted piece.
A new product range of sustainable coir pet accessories is strategically launched and positioned near the entrance and billing counter to maximize visibility and impulse engagement. This placement ensures that every visitor encounters the collection upon entry and exit, subtly integrating the brand’s innovation in lifestyle expansion while reinforcing coir’s versatility at a key touchpoint in the customer journey.
IMPACT ON THE ECOSYSTEM
Women artisans gain stable income and financial independence by crafting sustainable coir products.
Livelihood Generation
Eco-conscious pet products have strong global demand, helping India position itself as a leader in sustainable pet accessories.
Export Opportunities
As demand for sustainable crafts grows, handicraft industries contribute more to the national GDP.
Supporting artisan-led
micro-enterprises strengthens local economies.
Rural Entrepreneurship Growth
Increased GDP Contribution
Skilled women artisans gain recognition and respect in their communities, shifting perceptions of craft-based livelihoods.
Social Prestige
Promotes and revives regional craftsmanship, increasing appreciation for handwoven coir goods.
Preserving Traditional Skills
