In a bid to promote high-quality Indian-grown cotton worldwide, Better Cotton has partnered with The Cotton Textiles Export Promotion Council (TEXPROCIL). This strategic alliance follows TEXPROCIL’s launch of ‘Kasturi Cotton’ in 2023, India’s first branded cotton, aimed at positioning Indian cotton as a premium, sustainable product on the international market.

Through a new memorandum of understanding (MoU), both organizations plan to combine their resources to showcase the quality and sustainability of Indian cotton, particularly under the Kasturi Cotton Standard. Better Cotton will support the global promotion of Kasturi Cotton by encouraging its extensive network to adopt this standard, helping to emphasize the quality and sustainable practices of Indian-grown cotton.

The Kasturi Cotton initiative, a collaborative effort between the Indian government, textile trade associations, and the cotton industry, establishes stringent quality benchmarks to enhance the market value of Indian cotton. As part of the partnership, TEXPROCIL will provide training to Better Cotton member gins interested in following the Kasturi Cotton guidelines.

Together, the organizations will host workshops to educate gin operators about sustainable cotton production and the advantages of aligning with both Better Cotton and Kasturi Cotton standards, ultimately strengthening the profile of Indian cotton in the global market.