The effect of bleaching on the reflectance and yellowness of jute was studied. The concentration, chemical makeup, pH and bleaching time were varied using a combination of a bleaching powder (2.1% available chlorine), sodium hypochlorite and hydrogen peroxide. Bleaching was terminated by reduction with potassium borohydride and sodium hydrosulfite. The most effective bleaching was achieved with a combination of bleaching powder and hydrogen peroxide and subsequent reduction with potassium borohydride. Carbonyl groups formed during peroxide treatment disappeared after reduction. -- AATA