While we have always seen Fair Trade as a means of uplifting the unprivileged farmers, artisans or workers, the purpose is a far beyond just the upliftment. Apart from inducing justice, equality & sustainability in the global marketplace, Fair Trade promotes one’s return to his own culture and heritage.
It has eventually brought us back to organic agriculture, handmade utilities, crafted showpieces, and other products. Quite lately, a great movement in fashion has been seen. In India, the branded clothes displayed behind the shiny glasses in big malls have now been replaced by the finest hippie type clothes or the traditional dresses of the indigenous community. Do you know how this all has happened?
To put in simple words- growing popularity of Fairtrade is the reason why! Fairtrade in India has created general awareness regarding the plight of low-waged artisans, tailors, farmers and other workers at such a great level that more and more people are now being inclined to the cultural values, clothes, styles, food etc.
The indigenous farmers, workers, and artisans in Andhra Pradesh, Arunachal Pradesh, Himachal Pradesh, Tamil Nadu, and other underprivileged parts in India, have always been engaged in producing the work on the basis of their cultural traditions. Such producers do not even have a proper living, and thus couldn’t progress much. The exploitation and ignorance from the government’s side are to blame for their pathetic conditions. But with the Fairtrade launch in India, poor people can now drive profitable business.
Fairtrade promoted the cultural traditions, practices, and values that are blended seamlessly by these manufacturers, or farmers to preserve their cultural identity while earning a living. Fairtrade products in India have regained the lost love for Indian culture and heritage! A few of the Fairtrade Indian products are Paper Boat, the first Indian Fairtrade-certified brand which delivers the indigenous Indian drinks in packets, Do U Speak Green, or Sevya Fair Trade, the Indian eco-friendly clothing brands.
Today, people in the western market are more opting for such Fairtrade products which are sold at the same price as that of the other branded clothing & food products. The reason? Because the modern generation is being infatuated (hoping for longer tenure) with the one’s culture, and tradition reflected in the quality Fairtrade products. The social, economic and environmental benefits of choosing these indigenous products are also a few of the reasons behind its increasing demand.
The customers are willing to pay a little sum of money extra for the Fairtrade products because these would eventually build a home, toilet, or school to the poor kids of farmers, and workers. Fairtrade marketing provides a secure and economically beneficial exchange for both the buyers and producers. With the quality assurance and customer retention rate Fairtrade products have given to the global market, the buyers and producers agree on long-term contracts. The products manufactured with organic ingredients under the natural environmental conditions are less harmful and more good for health as well as for nature.
The cultural identity preserved, the nature conserved, the poor well-maintained, the health restored, and economic development sustained! Therefore, one has no reason at all to ignore the Fairtrade products!