Indian farmers have been selling their fair trade produce to developed markets for years by getting certified by the Fairtrade Labelling Organizations International (FLO). Now the FLO wants to invert that model. It will introduce a fair trade label for the Indian market next year. The Spice Board of India is looking to follow suit with a fair trade label for the domestic spice market.
(This story appears in the 30 July, 2010 issue of Forbes India. To visit our Archives, click here.)
Nice article on Fair Trade in India and it is reassuring to note that the authors think that the market in India is warming up to the idea of Fair Trade consumption. This would not have been possible had it not been for a few Civil Society Organisations starting the domestic fair trade initiative given that the market in India is much larger. The India consumer is very price conscious and marketing strategists believed that endorsements by the Indian consumers was a long shot. Small beginnings have been made but it badly needs a big push! I am reminded of a recent meeting I attended where I understand that the Governments of some countries have been promoting and patronising Fair Trade in a big way. Also there are instances of a whole city or district adopting Fair Trade consumption. We need to learn from these initiatives to bring about changes in consumer mindsets in our country so that we have a more equitable and just society.
on Oct 19, 2012It is indeed highly encouraging to see that the message of Fair Trade is reaching India Customers. We believe Media will play an important role in promoting Conscious Consumption in India. Brands and retailers have started talking about Fair Trade. This is an encouraging sign. We would like to share how 75 member organisations (all of them are SMEs and most of them are Civil Society Organisations) of FTF-I over the years demonstrated that marginalised can also reap the benefits of Trade if Fair Trade Principles are implemented. This civil society initiative is taking shape of the movement and coming years will witness the endorsement of Indian Consumers.
on Jul 25, 2010Good article but it provides a perspective from cotton as an example which is limited. There is a huge market which is based on handicrafts and food. A network like Fair Trade Forum - India, is providing a platform for many such producers www.fairtradeforum.org. Though I am a member of this orgn, I think its strength lies that it is a network orgn of over 75 producer groups. FLO primarily looks at food produce and is slowly looking at other produce while World Fair Trade Organization www.wfto.com (of which FTF-India is a member) looks primarily at handicrafts. Both these institutions, both at the international level as well as local levels see the need to diversify and build the Fair Trade brand, for which there is a tremendous potential.
on Jul 24, 2010