Indian minister Piyush Goyal launches Kasturi Cotton Bharat website

The Kasturi Cotton Bharat is a joint initiative by the ministry of textiles, the Cotton Corporation of India (CCI), and trade and industry bodies to work on the principle of self-regulation by owning complete responsibility of branding, traceability, and certification of Indian cotton to enhance its competitiveness in the global market and create a sustainable ecosystem for all stakeholders involved, the ministry of textiles said in a press release.

Earlier, on the eve of World Cotton Day on October 7, the ministry of textiles introduced the ‘Kasturi Cotton Bharat’ brand of cotton by which Indian cotton has been endowed with a brand and a logo that represents whiteness, softness, purity, lustre, and Indianness. Thereafter, a memorandum of understanding (MoU) has been signed between the CCI on behalf of the Indian government and Cotton Textiles Export Promotion Council (TEXPROCIL) on behalf of the textile industry on December 15, 2022, for a mission-mode approach in positioning of the Kasturi Cotton Bharat brand.

All the ginners in the country have been empowered to produce the Kasturi Cotton Bharat brand as per the stipulated protocol. Besides this, to provide complete traceability of Kasturi Cotton Bharat across the supply chain, QR-based certification technology will be used at each stage of the processing and a blockchain-based software platform will provide end-to-end traceability and a transaction certificate.

“With the Kasturi Cotton Bharat Initiative, we are not just launching a brand, we are sharing India’s rich heritage with the world. Let’s weave a future that echoes our past. In an era of global competition, this initiative will strategically position Indian cotton on the world map for its quality standards and commitment to best practices,” added Goyal.

Fibre2Fashion News Desk (NB)