Big Promotion For Kasturi Brand Cotton At ICAC 81st Plenary Session

India promoted Kasturi brand cotton as a premium brand from India at the 81st plenary meeting of the International Cotton Advisory Committee (ICAC) held in Mumbai.

The cotton brand has been introduced by India for global markets and was launched at the plenary meeting for the first time to a global audience.

Union Textiles Minister Piyush Goyal launched the branding initiative for Kasturi Cotton at the event whose brand ambassador is actor Pankaj Tripathi.

Goyal also said that the Textile Ministry and Bureau of Indian Standards will be setting up around 10 textile testing laboratories will be set up to test the Kasturi cotton.

The Kasturi cotton fibre will have a minimum length of 29 mm and will undergo a rigorous testing process, for fibre length, moisture, fibre strength, etc.

Kasturi Cotton Bharat works on the principle of self-regulation by owning complete responsibility of branding, traceability and certification of Indian cotton.

This initiative is expected to enhance competitiveness of Indian cotton in the global market and create a sustainable ecosystem for all stakeholders involved.

Earlier, on the eve of World Cotton Day on October 7, the Ministry of Textiles announced the Kasturi Cotton brand which has been endowed with a brand and a logo that represents whiteness, softness, purity, lustre and Indianness.

All the ginners in the country have been empowered to produce Kasturi Cotton brand as per stipulated protocol.

Besides this, to provide complete traceability of Kasturi Cotton Bharat across the supply chain, QR based certification technology will be used at each stage of the processing and a blockchain based software platform will provide end to end traceability and transaction certificate.