Home / Knowledge / News / Textiles / 'ATIRA assures full support in branding Shankar-6' – Director
'ATIRA assures full support in branding Shankar-6' – Director
22
Feb '11
Dr AK Sharma, Director - ATIRA
Dr AK Sharma, Director - ATIRA
Voices for branding the most exportable raw cotton variety - Shankar - 6 are getting louder and shriller by the day from the cotton value-chain in Gujarat. The reasons are not far to seek. Shankar - 6 has become synonymous with long staple cotton and is much in demand across global markets.

To take advantage of the brand equity of Shankar – 6 cotton, unscrupulous elements in the cotton value-chain are passing on other varieties of cotton with or without similar properties to the overseas buyers as Shankar – 6, which inflicts a huge loss to the cotton value-chain in Gujarat.

Fibre2fashion has taken up the endeavor to help the cotton growers, ginners and traders in Gujarat in the initiative to brand Shankar – 6 cotton. As part of its efforts, it met a few experts from Gujarat, which includes a cotton seed producer, patent expert and a top official of a government owned cotton body.

Fibre2fashion also met the Director of Agriculture; Dr Shah in the Gujarat Agriculture Ministry to enlist his support for this venture. As part of its continuing efforts, the team of fibre2fashion met the Director of Ahmedabad Textile Research Association (ATIRA) to solicit help for this initiative.

ATIRA is an autonomous non-profit association for textile research and is the largest of its kind in India and works under the Ministry of Textiles. Apart from research activities, ATIRA also provides valuable testing services like chemical, physical, biological testing of products as well as provides mechanical and thermal calibration services to the textile sector.

Fibre2fashion spoke to Dr AK Sharma – Director of ATIRA in a long and informative chat. Dr Sharma has an illustrious lineage with the textile sector. He was associated with ATIRA in the first six years of his career. He then switched to the private sector and has held several senior positions. He returned to ATIRA as Director in April 2006 to pursue his keen interest in research.

The first thing the team of fibre2fashion noticed was that Dr Sharma spoke like a corporate honcho rather than a government bureaucrat. He seemed full of energy and wanted ATIRA to become a happening place by providing a host of services in the field of technical textiles, still a nascent industry in India.

Dr Sharma was also very interested in the concept of globally branding Shankar - 6 cotton. He informed, “We have recently completed a report and submitted it to the Government of Gujarat in which we have underlined the ways and means to brand and trademark Shankar – 6 cotton”.

He explained by saying, “ATIRA is willing to take the onus of setting the parameters of Shankar – 6. We are also willing to set up six cotton testing laboratories across the major cotton growing regions in the state and provide testing and certification services, which is the most important part of the process”.

Must ReadView All

Textiles | On 27th Apr 2017

Maharashtra govt working on second textiles policy

The textiles department of the government of Maharashtra is working...

Apparel/Garments | On 27th Apr 2017

EC takes action to make garment sector more sustainable

The European Commission (EC) has presented a set of focused actions...

Textiles | On 27th Apr 2017

Seven new organisations join ZDHC Programme

The Zero Discharge of Hazardous Chemicals (ZDHC) Programme from...

Interviews View All

Poojaa Kumar Deepak
Zeven

Zeven's performance sports apparel is designed for the Indian body type,...

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Johan Berlin
InvestKonsult Sweden AB

Investkonsult Sweden AB has been buying and selling second-hand textile...

Larry L Kinn
Suominen Corporation

Larry L Kinn, Senior Vice President - Operations Americas of Suominen...

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X