The Cotton Textiles Export Promotion Council (Texprocil) and the Cotton Corporation of India have signed an agreement for the branding and traceability of Kasturi Cotton grown in India. The branding of the premium India-grown cotton was entrusted to Texprocil.
According to Sunil Patwari, Chairman of Texprocil, despite having a strong presence in the global market, India is unable to brand its cotton varieties, unlike the United States - PIMA Cotton - and Egypt - GIZA Cotton.
According to the Chairman, the Ministry of Textiles has placed a tremendous burden on trade and industry to self-regulate and take responsibility for branding, tracing, and certifying Indian-grown cotton Kasturi. The industry-led approach to cotton branding and tracing is consistent with major cotton brands such as US PIMA and Egyptian Giza.
For example, the Egyptian Ministry of Industry and Foreign Trade and the Alexandria Cotton Exporters' Association own the trademark Giza Cotton, which is managed solely by Cotton Egypt Association.
Similarly, the Kasturi brand will be owned by the Ministry of Textiles and managed solely on behalf of the trade and industry by Texprocil.
Patwari also stated that the scope of work is centred on three main pillars: brand promotion, traceability, and certification.
A distinct brand identity for 'KASTURI' Indian Cotton would be developed by emphasising its specifications-based advantages, thereby increasing export opportunities, while complete traceability details would be provided to the 'end user' via a block chain-based software platform. He added that a registration and transaction certificate will be provided by using QR Code-based technology to validate "KASTURI" Cotton throughout the supply chain.
As Indian cotton Kasturi gains acceptance and prominence in global markets, it will not only increase export opportunities, but will also give Indian cotton textile products a competitive advantage and ensure higher earnings for farmers.
