The country went through a small revolution this past month. An entire nation shook off its chalta hain attitude and gathered to protest the persistent problem of corruption, whether in the form of candle light marches or social networking or fashion. Another persistent problem in India is farmer suicides. Year after year, countless farmers end their lives because of insurmountable debts, and yet they are reduced to statistics and occasional news reports. How about supporting farmers and conserving the environment while making a style statement? In short, do you know where the cotton in your funky top comes from?
In a collaboration between fashion and conscience, designer Anita Dongre showcased a bridal lehenga at the Lakme Fashion Week 2011 made out of organic cotton supplied by Chetna Organic Agriculture Producer Company Limited in association with Shop for Change Fair Trade. “This time for the fashion week I had a couture festive line in mind and my show-stopper garment was an embroidered ghagra made of organic cotton. I wanted to show that even cotton can be worn for festive occasions and can be high-end couture,” explains Dongre, who bought the fair trade certified organic cotton from Chetna and embellished it with embroidery from Rajasthan.
Established by International Resources for Fairer Trade and Traidcraft Exchange, Shop for Change Fair Trade is a not-for-profit organisation promoting fair trade concept among brands and retailers in order to ensure better livelihood for farmers and artisans in India and to connect businesses to suppliers practising fair trade. Seth Petchers, CEO of Shop for Change Fair Trade, explains that aim of the organisation is to create opportunities and relationships between businesses and consumers, keeping in mind fair trade standards. “We want to create a more direct market for the farmers, improve productivity and provide businesses with an enhanced brand value so that they can differentiate their products and consumers to represent their social values and causes,” he says. Their association with Dongre began early 2010 with garments sold under her labels AND and Grassroot, which carried the fair trade certification.
Petchers feels that, apart from value proposition, it is imperative to create awareness. He says that by associating with celebrities and big events like Fashion Week organisations supporting fair trade send out a message to consumers that they can be trendy and yet make a social difference. Apart from their brand ambassador model and actor Gul Panag, they have been associated with Shabana Azmi and Parvin Dabbas.
Supporting marginal cotton farmers in the Telangana belt of Andhra Pradesh, Vidarbha in Maharashtra and Western Orissa, Chetna Organic and Fair Trade Cotton Intervention Program started in 2004 in order to promote ecologically friendly farming practices and create a sustainable livelihood for the farmers.
“The aim of the organisation is to make farmers self-reliant and reduce their expenditure by organic farming by reducing the use of chemical fertilizers and pesticides,” explains Ashutosh Deshpande, CEO of Chetna Organic. “It is a farmer-owned organisation where the farmers are provided with technical training for farming (non-genetically modified) cotton and linking the suppliers directly with the brand.”
“I have started using organic fabric two and a half years back and I have met the farmers too to understand the concept of fair trade and organic cotton,” says Dongre. Deshpande says that the challenge is that most of the designers are not bothered where the cotton is coming from and business houses are reluctant to change their supply chain order.
However, Dongre says, “One has to lead by example. I keep partnering with Shop for Change and Chetna and introduce them to the other industry members to spread the good word.”
So the next time you go shopping, find out where your cotton comes from, and make a difference.
