Effectiveness of Digital Marketing Strategies in Promoting Coir Products in Kerala: A Theoretical Study

The coir industry is one of the oldest and most significant traditional industries in India,
with a strong historical and economic base in the state of Kerala. Coir, derived from coconut
husk, is widely used to produce eco-friendly products such as mats, ropes, carpets, rugs, door
mats, wall hangings, coir pith, geotextiles etc. The industry plays a crucial role in generating
rural employment, particularly among women, and contributes substantially to India’s export
earnings. However, in recent years, the sector has faced multiple challenges, including
declining dependence on traditional markets, increasing competition from synthetic
substitutes, and limited adoption of modern marketing practices. With the rise of digital
transformation, marketing strategies have shifted from traditional channels to digital
platforms. This theoretical study explores the effectiveness of digital marketing strategies in
promoting coir products with particular reference to Kerala. The study examines various
digital tools such as social media marketing, search engine optimization (SEO), e-commerce
platforms, and content marketing and evaluates their role in improving customer engagement,
brand awareness, and sales performance. Special attention is given to the relevance of digital
marketing for eco-friendly and sustainable products like coir, which have growing demand in
international markets. Based on secondary data and literature review, the study proposes a
conceptual model linking digital marketing strategies with consumer behaviour and business
performance. This research paper identifies key trends, opportunities, and challenges
associated with the adoption of digital marketing in the coir sector. The findings suggest that
digital marketing significantly enhances market reach, especially for eco-friendly products like
coir, but challenges such as lack of digital literacy and infrastructure persist. The study
concludes that while digital marketing holds immense potential for transforming the coir
industry, its success depends on capacity building, government support, and improved access
Special Issue: Technology Adoption in Global Supply Chain Management: Best Practices
and Ethical Considerations in Business Operations
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International Journal of Business and Economics Research (IJBER) e-ISSN: 2455-3921 | April 2026
to digital resources. Strategic initiatives aimed at training, infrastructure development, and
policy support are essential to fully leverage the benefits of digital transformation in this
traditional sector.