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COTTON USA & COTAAP promote cotton clothing on World Environment Day

Jun '21
Pic: Shutterstock
Pic: Shutterstock
COTTON USA and India’s COTAAP (Cotton and Allied Products Research Foundation) recently celebrated the World Environment Day, to create awareness among Indian consumers about how cotton is beneficial to the environment and encouraged them to choose cotton clothing throughout the year. Cotton USA strives to produce the most sustainable cotton in the world.

COTAAP and COTTON USA came together to convey the message to Indian consumers ‘Cotton Apnao Environment Bachao’ (Embrace Cotton, Save the Environment.) The message was spread across major cities, Mumbai, Delhi and Bengaluru, with a couple of leading radio stations in the country, Radio City, and Fever FM, sharing interesting facts with the listeners about how cotton is beneficial for the environment. The three-day radio campaign began on June 3, 2021, with the radio jockeys engaging the listeners with ‘Did You Know?’ facts pertaining to cotton for the first two days, according to a press release by Cotton USA.

On June 5, 2021, the World Environment Day, the listeners were involved with a radio quiz contest containing questions related to cotton and the facts shared previously. Listeners participated actively and called up to answer the questions on the spot and five winners were awarded with exciting prizes. Other than the radio campaign, the partnership organised online quiz and meme competitions on a youth oriented platform, ‘Dare2Compete’, with an aim to educate the upcoming generations about cotton fibre and the sustainable practices in the life cycle of cotton apparel or other products. The theme for the competitions was ‘Cotton: Good for my Planet’. Prize money to the winners and runners up along with participation certificates were provided to boost the competitions and motivate the participants. The competitions received a huge number of registrations and views, making the competitions a success.

The world celebrates Environment Day to inspire positive change among individuals and organisations in the way we commute, wear, do business, or consume anything that could help in building towards a greener future. With the ongoing pandemic, the initiatives on sustainable practices and products to improve the overall health of the planet has gained more importance. As a natural fibre, US cotton has gained importance for being sustainable and environmentally friendly in the textile industry.

“We live in a society where preserving the planet is of growing importance as we continue to go through the pandemic with a steady focus on sustainability. The US Cotton Trust Protocol is a new sustainability standard for the US cotton industry to drive continuous improvement for our growers and to help us better demonstrate the brands and retailers that the US is producing sustainable, responsibly produced cotton,” Gary Adams, president of National Cotton Council of America (NCC) said in a statement.

“COTAAP research foundation works with cotton growers across India with the sole intention of helping farmers increase and better their cotton produce. COTAAP is committed to the cause of advocating the benefits of growing and wearing cotton,” Dhiren Sheth, the chairman of COTAAP said.

Fibre2Fashion News Desk (GK)

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