Alok Industries has signed an MoU with Kasturi Cotton to procure 500,000 cotton bales this season, states Dr. Siddhartha Rajagopal, Executive Director, Cotton Textiles Export Promotion Council (Texprocil).

The agreement was signed by Sunil Patwari, Chairman, Kasturi Cotton Committee and past Chairman, Texprocil, and Biji Chacko, Group Chief Operating Officer, Alok Industries. Through this agreement, Alok Industries plans to integrate Kasturi Cotton into its product line and promote it internationally, starting with an initial order of 50,000 bales.

Emphasizing on the need for India to focus on producing high-quality cotton rather than solely promoting Extra Long Staple (ELS) cotton, Chacko expressed the ambition to position Kasturi Cotton alongside premium global varieties like Egyptian, Pima, and Australian cotton. He noted that while Indian cotton is currently known primarily for its price, the goal is to make it recognized for its quality.

Describing the agreement as a significant step in branding and market positioning Indian cotton, Patwari explained, Texprocil is working to promote Kasturi Cotton across the textile value chain and that the participation of major players like Alok Industries will create strong demand, benefiting farmers and ginners. The company aims to brand at least 25 per cent of India's cotton crop under the Kasturi name.

In addition to Alok Industries, Kasturi Cotton also signed an MoU with Indo Count Industries for 5,000 bales. Indo Count is currently testing Kasturi Cotton before potentially increasing its orders, states Dr Rajagopal.

A joint initiative of the Ministry of Textiles, Texprocil, the Cotton Corporation of India, trade bodies, and industry stakeholders, Kasturi Cotton focuses on self-regulation, ensuring branding, traceability, and certification of Indian cotton to establish a premium identity in global markets.