Fair Trade Forum - India

“Fair Trade India” Umbrella Brand for Fair Trade Shops has been developed with the support of European Union under ProSustain project, being implemented in India by Fair Trade Forum – India, HIVOS, IRFT and SFC. The soft launch of brand was done on 14th May, the World Fair Trade Day as part of the initial phase of brand-launch. “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 process to develop an umbrella brand for Fair Trade shops were kicked off during the year by appointing a consultant. A four-member working group is leading the initiative. The brand once developed will provide an additional common identity to Fair Trade shops in India, at the same time preserving the individual brand identity of the shops. The shops will enable FTF-I and Indian Fair Trade organizations to reach out to much larger number of consumers through centralized promotion and publicity.

By 2012 end, FTF-I expect that at least 25 shops will come under the “Fair Trade India” brand. FTF-I will take lead to connect the shops under the brand to expand the retail platform of Fair Trade organizations into a pan-India base as a bigger basket of product will be helpful for increased consumer attention. A set of guidelines are also expected to adopt by the shops under that brand to maintain the brands distinctive identity.

Above all, FTF-I who owns the brand will take the lead in promotion of it by using all possible platforms on a pan-India basis and locally as well in cooperation with the shops.

List of Fair Trade India Branded Shops