Since 2000, 77 lakh farmers have left farming, the suicide numbers amongst them are increasing and the debts levels mounting. This painful plight of the farmers requires a long-term commitment and involvement of every person in this country who has a passion for justice. Fairtrade is a step that has been taken in the right direction.
Fairtrade provides farmers and consumers an alternate approach to the traditional trade practices. It is the most transparent way to have a relationship with the farmers as it provides the best rates deal to the producers. They provide support to the farmers by helping them earn a premium price for their products. The products are not seen in abundance in India as they are sent to developed countries because it is still a foreign concept in India. The platform provided to the farmers helps them earn a better livelihood but maintaining higher standards hasn’t reached the Indian consumers in an impactful way.
The sensitivity quotient that people have with regards to this practice is little less. Something that doesn’t affect people directly is not moved for betterment. Companies that have tried to sell Fairtrade products under their brand label have failed miserably. There are numerous reasons that come into play while discussing this problem. Sadly, one of the major reasons for this is that the giant labels are not sure about the success of this and are still experimenting. The number of players today is extremely small. They are not ready to bring all their products under one umbrella. The rationale behind this could be the poor brand differentiation. Fairtrade forum of India has confused the buyers by opting for different logos.
Another reason could be the negligence of common man to not understand this subject. Due to this, the products have created a niche market for themselves which is not the actual potential of it. There is still a gulf between the promise and the scale. The changes are happening at a miniscule amount. The solution actually lies in our hands.
Empower people to make a difference.