As Kerala's monopoly, as the coconut and coir products exporting state ceased, the industry now badly needed the know how to upgrade the quality of the products to counter the attacks from the neighbouring states as well as from abroad. Speaking at the 44th annual general meeting of the Indian Coir Association, its chairman Mr Mathew Joseph said that three decades ago we were facing threat of competition from outside Kerala, but now the Kerala coir industry is facing a struggle for survival from the other coconut growing states.