Premium Indian cotton brand is branching out

Category: HOME TEXTILES

Country: India

Region: Asia

Kasturi Cotton to add new variations

By Home Textiles Today Staff 
24th September, 2024.

Mumbai – Executives from Texprocil visited New York Home Fashions Market to share that latest news about the Indian government’s large-scale initiative to put branding power behind its best home-grown cotton.

The Kasturi Cotton program was announced in October 2023 on World Cotton Day, establishing not only a brand but also a traceability platform to ensure the authenticity of the cotton’s journey from the farm to the final product. Early adopters of Kasturi Cotton included major Indian textile manufacturers such as Trident Group, Indo Count, Arvind Ltd. and Vardhman, according to Texprocil, which oversees traceability and certification in association with the Cotton Corporation of India.

As the program approaches its first anniversary, Kasturi Cotton is exploring opportunities to further expand its offerings. Plans are underway to introduce new variations, in addition to the current 29 mm and 30 mm staple lengths, consisting of extra-long staple (ELS) cotton with fiber lengths of 31 mm and beyond.

“This expansion aims to cater to the growing demand for luxury cotton products, adding a new dimension to the brand,” Texprocil announced.

Central to Kasturi Cotton’s strategy is its blockchain traceability platform. Stakeholders, including consumers, can trace the cotton’s path through every stage of production. The platform has been designed to adapt to evolving regulations within the global supply chain.

Kasturi Cotton’s scope also includes sustainability and education. The program collaborates with Indian Farmer Producer Organizations (FPOs) to enhance awareness among farmers about best practices and sustainable farming techniques.

In addition, Kasturi Cotton partners with the Better Cotton Initiative, Regenagri Cotton and Organic Cotton, broadening the scope of sustainable cotton offerings.

“This innovation promises to elevate the standards of home textiles and apparel, ensuring that finished products are of the highest caliber,” said Texprocil..

Courtesy: Hometextilestoday.com