KEWDA/ KEWRA ATTAR(PERFUME) INDUSTRY OF GANJAM

Once upon a time, few travellers where travelling from Uttar Pradesh to Hyderabad, they unfortunately got stuck right in between the kewda plants and were mesmerized by the kewda fragrance.

They brought equipments to extract the kewda oil. The kewra water also known as kewda or keora water is an extract that is distilled from the pandanus flowers which grew as wild plants. They also taught the localites about the techniques and took the wild plant’s growth to a cottage industry level. Currently it is cultivated on purpose for mass production to extract the kewda oil. Ganjam is best known for its quality in kewda production as most of the plants grow as wild plants along the coastal areas.

Unfortunately the industry is on the verge to die. Not because of the quality but because of the people’s choice. We tend to go for the synthetic products more often than the natural and organic products; this has led to the depletion of the original kewda industry.

This kewda business has turned into a cultivation – farming. Something that leads to employment and employability for those families who are struggling to survive and we are killing it. Slowly but gradually we are the cause of this depleting crisis. By supporting and constantly using the synthetic products in the market instead of natural essences. We are the ones who’re killing are future of this industry. What do you think can we do to overcome this situation? To revive what we’re losing. Let’s avoid the artificial and support the natural products. This way we not only help saving the long learnt tradition but also provide employability to many families.