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Mother Earth ties up with Shop for Change

08
Jan '10
Future Group affiliated store Mother Earth has partnered with Shop for Change, a fair trade organization, to launch India's first Shop for Change certified products. Shop for Change has launched the fair trade certification with Mother Earth t-shirts and plans for further extension to other cotton products. The Shop for Change certified t-shirts abide by fair trade standards, thus ensuring that cotton farmers receive a fair deal for their produce. The Shop for Change t-shirts are available at all Mother Earth stores across India. The certification guarantees fair trade practices, which means that farmers who grew the cotton for the Mother Earth t-shirts and their families are empowered to improve their lives and care for the environment.

Currently, Indian cotton farmers struggle to earn a decent living because of uncertain and unstable markets, poor productivity, and the inability to add value to their crop. With a large section of rural India dependant on agriculture, it is critical to collectively support the cause of Indian farmers. Shop for Change has devoted itself to the cause of betterment of farmers, not only ensuring farmers their rightful dues but also giving them an opportunity to develop their communities with better market prospects and enhanced knowledge.

Seth Petchers, CEO, Shop for Change Fair Trade said, “We strongly believe that India is ready to embrace the concept of fair trade. Shop for Change Fair Trade can be effective and make a difference with a growth in partnerships. Our collaboration with Mother Earth is a first step towards promoting fair trade in India. We encourage consumers to look out for the Shop for Change tag on products and are confident of their appreciation of the benefits of fair trade.”

Kishore Biyani, Group CEO, Future Group: “As the Indian consumer is increasingly exposed to different trends in the market, I see a significant opportunity for conscious consumption. I look forward to Mother Earth's partnership with Shop for Change to tap this new market opportunity and continue to provide our customers with more evolved products.”

R.S. Rekhi, CEO, Mother Earth, “Mother Earth is proud to be the very first in India to offer consumers Shop for Change Fair Trade certified products. We are confident that our clientele will welcome these products and that our work with Shop for Change will help us attract a larger group of conscious consumers who will be enthusiastic about endorsing the concept of fair trade and green lifestyles.”

Gul Panag, actress and an active supporter of Shop for Change said, “Consumers should value the concept of fair trade, as we have the power to make a difference to the lives of farmers. Initiatives like the fair trade certification that Shop for Change offers will revolutionize the face of agriculture in India, empowering farmers to make better lives for themselves and care for the environment. I strongly support Shop for Change and feel deeply for this initiative, as I believe that just by being conscious consumers we can make a big difference. I am sure that thinking consumers are going to support Shop for Change by looking out for Shop for Change certified products that contribute to a fair system in India.”


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