Sustainable production

Fair trade conquers India

Posted on 17/12/2009

Fair trade products from India are selling like hotcakes in the West. But this export market is too small for the high production in India. Hivos and Indian partners see a perfect new target group in the country’s growing middle class.

Promoting Fair Trade and Sustainable Consumption in India ( PRO SUSTAIN) is the name under which Hivos and Indian partner organisations will be working together, starting next year, to promote Fair Trade in India.

Consumers have a choice

In addition to Hivos, the driving forces behind PRO SUSTAIN are Fair Trade Forum India, International Resources for Fairer Trade and Shop for Change. 'The market for fair trade in India is enormous', says Seth Petchers, director of Shop for Change. 'The Indian middle class makes up 13.5 per cent of the population. The challenge is to make it clear to this consumer group that it has a choice and that, by choosing deliberately and consciously, it can contribute to a better climate and to fairer trade.’

Indian retail trade

PRO SUSTAIN has received a three-year grant from the European Union for the project, which starts in January 2010. The partners will provide information to educate the middle class about fair trade. But they will also further the development of retail trade in India. In addition, they would like to see the government do more to promote fair trade, for example by means of public service campaigns and support to fair trade producers.

Written by schrijf-schrijf

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