This study explores the use of sustainable materials in the environmental rehabilitation and seismic upgrading of masonry structures. It focuses on Natural Fibre Reinforced Cementitious Matrix (NFRCM) or Natural Textile Reinforced Mortar (NTRM) technologies that incorporate jute fibres into lime-based matrices. These materials are evaluated for their potential to enhance structural strength and seismic resilience while minimizing environmental impact. The experimental investigation includes tensile strength tests on jute fibre strips and tensile tests on coupons made of jute textiles embedded in the matrices. Some specimens were subjected to thermal conditioning to simulate real-world conditions. This study contributes to the growing body of knowledge on sustainable construction materials, demonstrating that natural fibre-based composites can offer a viable and environmentally friendly alternative for the structural repair of masonry buildings.