Fair Trade Forum India (FTFI) , a large trade organizations network comprising of grassroots producers, artisans and farmers, is launching a ‘Fair Trade India’ brand in few locations in India. The brand will be launched in six shops in Gurgaon, Kolkata, Bangalore and Ooty, on14th May, as part of the initial phase of brand-launch.

‘Fair Trade India’ brand has been developed with the support of European Union under ProSustain project, being implemented in India by Fair Trade Forum India, the National Fair Trade Network and HIVOS, a Netherlands-based development organization along with the other partners IRFT and SFC.

Iytha Mallikarjuna, Executive Director of FTFI, said that the brand ‘Fair Trade India’ stands for shops, which will be selling products made by ensuring Fair Income and Dignity to producers artisans and farmers at the grassroots level. “It also ensures that utmost care to build up Environment-friendly practices is maintained during the process of production”, he said.

The ‘Fair Trade India’ branded shops will join the family of other Fair Trade shop networks such as ‘World Shops’, which have become the synonym for ‘Fair and Exploitation-free Consumption’ in Europe.

The Fair Trade movement, which reached out to European consumers through such shops in the early 1960 in Europe, is getting popular among consumers for its commitment to provide clean products to consumers. A recent survey organized by Fair Trade Forum India reveals that more than 50% of Indian consumers, especially the youth, are looking towards products marketed by Fair Trade movement.

In India, more than 100000 producers artisans and farmers are at present working with Fair Trade and reaching out to responsive consumers with their products. Indha Shop, Gurgaon, in the NCT of Delhi, Sasha Shop in Kolkata, The Ants Shop in Bengaluru and Green Shops in Ooty, Coonoor and Kottagiri are getting the ‘Fair Trade India’ brand on 14th May, World Fair Trade Day 2011.