New Delhi, Oct 8 : Minister of Textiles, Smriti Irani launched the brand and logo of Indian cotton for the first time on Oct 7. The brand was named 'Kasturi Cotton' and the launch was planned on the occasion of World Cotton Day.
Oct 7 2020 was second World Cotton Day and on the same occasion a novel initiative was taken over by the Ministry of Textiles when Indian cotton was launched in the global market with a brand name and logo. The initiative will ease the process of marking standards for the Indian cotton in international market. The decision of giving a brand name to the premium Indian cotton which will be sold hence forth in market is a defining move of India's competitive approach in global economy. Whiteness, Softness, Brightness, Lustre, Purity, Uniqueness and Indianness were defined as the standards of the new brand.
Cotton is an important commercial crop for Indian farmers. It provides livelihood to almost around six million farmers of the country. India is the largest producer of cotton in the world and second largest exporter followed after USA. India produces 51 per cent of the total world produce of cotton. Considering India's dominance in the cotton business around the world, branding the Indian produce was important.
Irani said that to ensure sustainability, integrity and end-to-end traceability of the organic products, a certification system based on comparable international standards verified through an internationally acceptable institutional system is required to be inducted. Therefore, the Ministry of Textiles through APEDA (Agricultural and Processed food products Export Development Authority) under the Ministry of Commerce and Industry has prescribed a certification system for organic cotton which will be introduced in phases in the entire textile value chain.
Irani has also stated that the Cotton Corporation of India (CCI) has made the highest Minimum Support Price (MSP) operation of cotton and is hopeful for an increased procurement under MSP for the new cotton season.