IMPACTSHEET•SWITCH-ASIAPROJECTpro-sustain

promoting fair trade and sustainable consumption in india

in only one year the project pro-sustain created a market for fair trade products worth more than 1.2 million euro fair trade retail sales

Project activities, i.e. developing a domestic market forfair tradeproducts,havebeendevelopedlargelywiththetargetgroupofconsumersinmind.

awareness of fair trade Awareness-raising campaigns are targeting themedia, using celebrity endorsement for events,

ensuringaproducer-consumerinterfaceatexhibitionsandin-store promotions, using creative internet-based out-reach,andshowingshortfilmsincinemas.

corporate gifting and procurementCompanies are approached and persuaded tobuy fair trade products either for corporate

gifting, or corporate procurement. Approaches have beenmade to the hotel industry and assistance provided insourcingproducts.

umbrella fair trade india brand for shopsAn umbrella brand has been created for Fair

Trade Forum - India (FTF-I) members with dedicated fairtrade shops. A marketing and distribution strategy is inplacefor10shops,whicharealsoable todisplayandsellproductsfromotherFTF-Imembers.

entry to retail chains‘ShopforChange-FairTrade’wasestablishedasthe domestic fair trade product label in India.

Mainstreambrandsandretailchainsaresigninglicensingagreements for using the certification label and sellingcertifiedproducts.

the challenge

objective

A growing group of middle-class consumers are questio-ningthe‘conventional’manufacturingprocess. Small-scalefarmersandartisanscantapintoanexportmarketbutagrowinginterestfromtheurbanmiddleclassandyouthgivesthemanopportunitytoescapepovertybysellingtheirproductsnearertohome.Theincomeprofileoftheseconsumersgivesthisnationalmarketgoodpotential. Thereisnopolicydirectlysupportingfairtradeorinflu-encingpublicprocurementinfavouroffairtradeproducts,but many ministries and government departments arekeen to promote it, along with sustainable consumptionandconsumerrights,andtopartnerfairtradeorganisationssothatsmallproducergroupscanaccessthemarket.

The Pro-Sustain project aims to create a consumermarketforfairtradeproductsinIndiathathelpstobuildenvironmentallysustainableproductionandconsumptionpractices, while reducing poverty amongst poor farmersandhandicraftproducers.

Theprojectobjectivesareto:• Createaconsumermarketforfairtradeproductsthat improvesrurallivelihoodsandstimulatesproducersto followenvironmentallysustainableproductionpractices• Convertcorporateprocurement,andgetcommitment fromGovernment/Ministries,tofairtrade• Promoteacommonmessageforfairtradeand popularisetheproductstoconsumers• GainaccessforShopForChange-FairTradecertified productstomainstreamretailchannels• Developaretailchannelforfairtradebycreatinga commonlybrandednetworkofshopsamongstFair TradeForum-Indiamembers

target groupsthe target groups are:• 350,000uppermiddle-classconsumerhouseholds• Collegestudentsandyouth• Consumerandenvironmentalorganisations, tradepolicylobbyinggroupsandNGOsworking onsustainableconsumption,corporateoffices promotingormarketingfairtradeandsustainable consumption• Majorbrandedproductmanufacturersendorsing fairtrade,andretailchainsprovidingshelfspace forfairtradeproducts• Ministries,includingthoseforcommerce,textiles andagriculture

the beneficiary groups are:• SMEs• PoorproducergroupsinIndia(estimatedto accountfor900,000people)

activities / strategy

IMPACTSHEET|SWITCH-AsiaprojectPro-Sustain

replication strategy

deliver one big messageOne of the barriers is to scale up a dilutedmessage i.e. many small organisations sending

a variety of messages to consumer groups. Pro-Sustainpartnersarecoordinatingtheircommunicationstrategies,synchronizing media outreach, public events, in-storepromotions and internet outreach. Fair Trade Forum –India(FTF-I)asanationalnetwork,includingInternationalResourcesforFairerTrade(IRFT),andShopforChange(SFC),willcontinuethecommonmessagingbeyondEUfunding.Theshortfilmsforcinema,theinternetandsocialmedia,andthecelebrityendorsementswillalsocontinue.

utilise market powerThemarket-basednatureoftheprojectwillhelptomultiplybenefits.Consumerdemandisbeing

createdalongsidegreateravailabilityoffairtradeproducts,accordingtotheneedsoftheIndianmarket.Forexample,theShopforChange(SFC)productlabelandtheumbrellaFair Trade-India brand are developed specifically keepingIndian production practices and the consumer market inmind.

reach-out effectively to multiply

A wide range of targetgroupsneedstobeengagedto make an impact. En-gagement with businessmembershipandsmall-scaleproducerorganisations,civilsociety, government organisations and media partners,allowstheprojectpartnerstoaccessinfluentialnetworksto raise support and resources for communication andawareness-raising during campaigns. The InternationalResourcesforFairerTrade(IRFT)is,forexample,amemberofCouncilForFairBusinessPractices.

create value along the product chainMaking the benefits of fair trade clear to pro-ducersandusersisakeystrategyforreplication.

Barriers to accommodating fair trade principles in pro-ductionandpurchasingareregularlyidentified–andcam-paignsandservicestopromotethemarecontinuallyrevised.

Creation of value within a fair trade product chain by Shop for Change

shop for change

primary production

producers(Farmers)

• Fairprice• Bargainingpower• Improvedskills throughcapacity building• Environmental awareness• Marketawareness

• Guaranteedsales• Long-term relationship buildingwith buyers• Capacitybuilding• Improved environmental performance

• Addedbrandvalue• Improvedmarket visibilityofethical productportfolio• Improvedtrustin brand• CapturingLifeStyle ofHealthand Sustainability (LOHAS)consumers• CorporateSocial Responsibility(CSR) actiontaken

• Informeddecision- making• Trustinbrand• Possiblehealth benefits(e.g.no allergy)andmore comfort(e.g. organiccotton)• Reduced environmental footprint

• ...

producer organisations(Cooperatives)

buyers(Traders,Retailers)

consumers(Households,

PublicAuthorities)

processing sales use disposal

consumers(Households,

PublicAuthorities)

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Productionstandardsforallproduce

fromaregisteredfarm

Standardsforprocurement,post-harvesthandling,

andinternalparticipatorysystemsforproducer

organisations

Standardsforthepurchaseofcertified

producefromaproducerorganisationor

intermediatebuyer

awareness raised on fair trade conceptAwareness-raisingcampaignswereheldatthreejoint events - World Fair Trade Day, Fair Trade

WeekandFairTradeFortnight, inDelhi,Mumbai,Kolkata,Bangalore, Chennai and Pune. Exhibitions, fair traderoad shows, in-store promotions, corporate exhibitions,a conclave on ‘redefining retail’, a fashion show, culturalprogrammes,movie screenings, advertisements on trans-port vehicles, and campus campaigns have intensivelypromotedfairtrade.

umbrella branded fair trade shopsFairTradeForum-Indialaunched‘FairTradeIndia'atsixshopsinMay2011onWorldFairTradeDay,

making it the first fair trade umbrella brand for shops inIndia. By October, 13 shops were under the brand. Guide-lines,aretailcodebook,andabrandmanual,weredeveloped.

reaching out to key target groupsA corporate gifting programme to connect fairtrade organisations with the corporate world

results

connectedwithmore than20companies,whichresultedin 10 orders worth Rs.3.40 million by the end of 2011. IncollaborationwithVasundaraAgri-HortiProducerCompanyLtd, SFC certified 1700 mango, cashew, andamla farmers.DHLpurchased2000boxesofcertifiedmangoandcashewproductsasgiftsforemployeesatDiwali.SFCalsooversawtheregistrationof7000farmersthroughproducergroups.FifteenpartnerbrandsaresellingSFCcertifiedproductsinover135retailstoresacrossIndia. Messages to the media (newspapers, magazines,television) produced coverage of fair trade worth anestimated€1.6million.Great interestwasalsogeneratedthrough new media: FTF-I has 1200 Facebook followersand had 130 000 visits to its website in 12 months; SFChasabout2500followers;andIRFTabout1000followers.Many invitations were received by the project to presentthefair tradeconceptat local,nationaland internationalconferences.

policy engagement Work on policy engagement got underwaywith showcasing fair trade products at various

Government platforms and exhibitions, especially inNew Delhi and Mumbai. Good contact was made withthe Development Commissioner for Handlooms andHandicraftsattheMinistryofCommerce,theMinisterforEnvironmentatMinistryofEnvironmentandForests,andthe Development Commissioner for Handicrafts at theMinistryofTextiles.ThePro-SustainprojectmanagerwasinvitedasaresourcepersonbytheExportPromotionCouncilof Handicrafts, National Centre for Product Developmentand Design, Tribal Cooperative Marketing DevelopmentFederationofIndia,andtheAssociationforRehabilitationUnder National Trust Initiative of Marketing (Ministry ofSocialJusticeandEmpowerment).

Sustainable living should ensure social equity, economic viability and environment stewardship. Fair trade organisations should convert environ-mental and sustainability considerations into competitive advantage while making products affordable to conscious consumers. Only a market-based mechanism can have sufficient reach and depth to bring observable changes in sustainable consumption. Consumerism has taken deep roots in India and behaviour is governed by value-for-money, discounts, freebies and promotional offers. Only a multi-pronged strategy will develop demand for fair and sustainable products while maintaining availability and affordability.

Mr.T.MuralidharanProjectmanagerofthePro-SustainProjectfromHiVOS

impact in numbers

economic impact

environmental impact

social impact

engagement oftarget group

policy linkages

• Over135retailoutletswhereSFCcertifiedproductscanbepurchasedalongwithonline channels• Estimated€1.2millioninretailsalesforSFCcertifiedproducts• 13commonumbrellabrandedFairTradeIndiaShops• 15partnerbrandssellingSFCcertifiedproducts

• Chemicalsavoidedthrough140tonsseedcottonsoldbyShopforChangeproducer organizationstoShopforChangepartnerbrands

• Morethan14600studentsfrom96collegeswereexposedtothefairtradeconceptand another35000studentswereexposedtofairtradethroughcollegeeventsandfestivals• 7000farmersreceivedtrainingonsustainablefarmingmethods

• 7000farmersregisteredthroughSFCproducergroups• Leadingmediaincludingnewspapers,magazinesandTVreached-outwithfairtrade messagewithanestimated€1.6millionworthofmediacoverage• About3.2millioncinemagoersgotexposuretofairtradethroughPanIndiaFilm screenings• 10corporateordersexecutedundertheCorporateGiftingProgramme• Linksestablishedwithconsumergroups

• MinisterforEnvironment,GovernmentofIndia,inauguratedthe‘OdetoEarth’ programmeoftheFairTradeFortnightinNewDelhi• TheChiefMinisterofDelhireached-outwiththeconceptoffairtradeandassured supporttoFairTradeProducersthroughGovernmentSchemes.• InMumbaiinMaharashtra,MAVIM,aGovernmentofMaharashtraorganisation supportedtheFairTrademovementwithspecialisedstallsthroughexhibitionsforFair TradeProducerstoencouragelivelihoods.• PrincipalsecretarytoPresidentofIndiaandtheDevelopmentCommissioner (Handicrafts)haveassuredsupporttoFairTradeProducersthroughthedifferent Governmentschemes.

IMPACTSHEET|SWITCH-AsiaprojectPro-Sustain

Last Forest provides market access for small groups of farmers, harvesters and artisans through its five Green Shops. The shops,which are run on the basis of a charter encompassing its basic principles, market organic and fair trade produce and have been given an opportunity by Pro-Sustain to leverage the network strength of Fair Trade Forum-India. Consumers can buy quality products with inherent ethical value and are able to support such programmes with their purchases. Last Forest educates consumers about the people behind the products, and shows them how they to be conscious, environmentally friendly consumers. MathewJohn,FounderofLastForestandKeystoneFoundation

project contact

Mr.T.MuralidharanTheHumanistInstituteforDevelopmentCooperation(HiVOS)#402,EdenPark,No.20VittalMallyaRoad,Bangalore–560001

Email:murali@hivos-india.orgTelephone:+91-80-41121002,+91-80-22210514Mobile:+919845693595Fax:+91-80-22270367

Legend

EligiblecountrieswhereSWITCH-Asiaprojectsareimplemented

EligibleAsiancountriesfortheSWITCH-Asiaprogramme

Non-eligibleAsiancountriesfortheSWITCH-AsiaProgramme

Projectimplementationarea

City Region Country

TheboundariesshownonthismapdonotimplyonthepartoftheEuropeanUnionanyjudgmentonthelegalstatus

ofanyterritoryortheendorsementoracceptanceofsuchboundaries.

objectivesTheprojectseekstoovercomebarrierstothedevelopmentofanIndianmarketforfairtradeproducts.ItcontributestoenvironmentallysustainableproductionandconsumptionpracticesthathelptoreducepovertyamongpoorfarmersandhandicraftproducersinIndia.

duration

fundingEUco-financing;EUR1,040,076(EUcontribution80%)

2008200920102011201220132014

01/2010-12/2012

TheHumanistInstituteforDevelopmentCooperation(HiVOS),Netherlands

InternationalResourcesforFairerTrade(IRFT),India

FairTradeForum–India(FTF-I),India

ShopforChange(SFC),India(associatepartner)

project consortium

India