This strategic move comes after TEXPROCIL's collaboration with the Indian government to launch 'Kasturi Cotton', the nation's first branded cotton in 2023.
The partners have signed a memorandum of understanding (MoU), under which, they aim to combine their capabilities to showcase that premium cotton can be both sustainable and of high quality.
This initiative will see Better Cotton support the promotion of ‘Kasturi Cotton’ by encouraging its network to adopt the Kasturi Cotton Standard, helping to highlight the quality of the Better Cotton they produce and sell.
Kasturi Cotton is a programme launched by the Government of India in collaboration with textile trade associations and the cotton industry. The initiative aims to enhance the value of Indian-grown cotton by ensuring it meets specific quality standards, positioning it as a premium product in the global market.
Under the terms of the MoU, TEXPROCIL has agreed to provide training to Better Cotton member gins interested in adhering to the Kasturi Cotton programme.
Additionally, it will raise awareness of Better Cotton's mission across its extensive network, which includes over 2,000 companies in key textile manufacturing regions across India’s textile regions, aiming to increase engagement with this sustainability initiative.
In return, Better Cotton seeks to expand its engagement with cotton gins across India, highlighting the advantages of sourcing more sustainable cotton and increasing integration into national supply chains.
The two organisations will jointly develop workshops aimed at educating gin operators about sustainability in cotton production and detailing the benefits of aligning with their respective programmes.
Better Cotton India programme director Jyoti Narain Kapoor said: "Our collaboration with TEXPROCIL will help shine a spotlight on Indian cotton and its impressive credentials. It also creates the opportunity for companies to secure higher prices for the cotton they sell by aligning with both the Better Cotton and Kasturi Cotton standards.”
Last month, Better Cotton launched an "ambitious" research project in India to identify best practices for empowering women and boosting their representation in the cotton farming sector.
