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MUMBAI: 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 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. The range will be available across all Mother Earth stores in India.
Shop for Change is a Section 25 not-for-profit company, established to build on successful international models of fair trade certification and marketing, has already certified 2,500 cotton farmers. It was established through a partnership between International Resources for Fairer Trade (India) and Tradecraft (UK) and has received an initial financial backing from the European Union and Dutch foundations ICCO and Hivos.
On being the first Indian company to adopt the Shop for Change Fair Trade certification in India, Kishore Biyani, Group CEO, Future Group said, "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."
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 are happy to make this pioneering move with Future Group, and are in the process of partnering with other brands. 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."
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. The Shop for Change certified cotton in the t-shirts is from farmers from Agrocel Industries Ltd. and Chetna Organic Agriculture Producer Company.
