Sustainable Consumption - SWITCH Asia
Sustainable Consumption - SWITCH Asia
Sustainable Consumption - SWITCH Asia
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Green Philippines Islands of Sustainability<br />
Bangkok 14 th Nov 2012
2010-12 Promoting Fair Trade and<br />
<strong>Sustainable</strong> <strong>Consumption</strong> in India-<br />
The Pro-Sustain project, is a project<br />
supported by the European Commission and is<br />
led by Humanist Institute for Cooperation with<br />
Developing Countries (HIVOS), jointly<br />
implemented by International Resources for<br />
Fairer Trade (IRFT), Fair Trade Forum India<br />
(FTF-I) and the associate partner Shop For<br />
Change Fair Trade.
Overall objective: To reduce poverty amongst<br />
poor farmers and handicraft producers in<br />
India.<br />
Specific objective: Improvement of rural<br />
livelihoods and provide farmers and artisans<br />
with the resources necessary to follow<br />
environmentally sustainable production<br />
practices.
Final Beneficiaries and Target Groups:<br />
• The Poor farming and handicrafts producing families<br />
across India (an estimated 900,000 people).<br />
• Small and Micro Enterprises (SMEs), members of FTF-I<br />
• 10 major branded product manufacturers;<br />
• 100 students at each of 75 colleges;<br />
• 90 corporate offices with gift programmes;<br />
• 3,50,000 Social Economic Class ‘A1’ (i.e., upper middle<br />
class) consumer households;<br />
• Ministries of Commerce, Textiles, Agriculture, and<br />
other agencies.
Consumer Awareness<br />
A unique method to hold the attention of a<br />
captive audience on a very crucial concept like<br />
Fairness in Trade was attempted through the<br />
medium of film. Our idea was to screen a film<br />
on a basic idea on fairness in trade that could<br />
make sense to a person while being<br />
entertaining. The intention was to leave<br />
behind a message that would be recalled at<br />
the time of the purchase when the need to<br />
buy a Fair Trade product arose.
A few carefully selected SNAP-SHOTS<br />
of the FILM<br />
were used as VISUAL AIDS…<br />
This aided the memory recall<br />
for those who couldn’t remember watching the Film.
Total expected Consumer Outreach<br />
1,07,77,305 till Dec 2012<br />
2009<br />
• 24 screens -capacity 5500<br />
• 12 screens -capacity 2000<br />
2012<br />
• Pan India- One week of<br />
each month in 100 screens-<br />
(73,55,040)<br />
2010<br />
• 66 Screens -capacity 55000<br />
• 130 Screens- Pan India<br />
capacity 19,61, 064<br />
2011<br />
• 32screens - (4,18,169)<br />
• Pan India130 Screens -<br />
(9,80,532)
Consumer Awareness through media<br />
Media coverage: equivalent ad rate value to date Rs.<br />
99,56,96,055<br />
Coverage since 2010 included Mumbai, Delhi,<br />
Hyderabad, Bangalore Harrow UK, as well as magazines<br />
and online<br />
Recent coverage includes:<br />
People, Marie-Claire, Forbes, Economic Times, Mint, Mid-Day, Yuva,<br />
The Hindu, Indian Express, Finance Today, Images Fashion, Hindustan<br />
Times, Financial Chronicle, <strong>Asia</strong>n Age, DNA, Loksatta, Samachar Jagat,<br />
Times Now, Zee Cafe, YahooNews.com, and USAToday.com
Print Media
Celebrity endorsements and media
FT based models of SCP in Media
Cotton farmer at Lakme Fashion Week, Mumbai<br />
Parvin Dabas photo exhibition,<br />
Kala Ghoda Festival, Mumbai<br />
Event partnerships highlight the benefits of Fair Trade
Tie-ups with celebrities<br />
Fashion Weeks
Mall Activation Programme at Forum Mall, Bangaluru
Mall Activation Programme at Forum Mall, Bangaluru
Fair Trade Fair organized by Producer Organization
Road Shows organized by Producer Organization
College Level Intervention to build<br />
the Consumer Campaign<br />
• 7500 students from 75 colleges got engaged<br />
through Fair Trade Promotional Activities through<br />
70 Awareness programs and 16 college fests<br />
• Total outreach in colleges is 60000 through College<br />
Fests and other Events
Methodology used<br />
• One day Workshops<br />
• Participation in college<br />
– Annual Day Celebration<br />
– College Fest<br />
– Exhibitions<br />
• Fair Trade was the theme for Inter-college debate<br />
competition<br />
• Interactive games and Group Exercises<br />
• Nukkad Natak and Street Plays based on Fair Trade<br />
principles
Participants of the awareness program organized in TERI University, Delhi,<br />
this year we could reach out to leading institutions such as NID, NIFT-Ahmadabad
Workshop on Fair Trade – IES Management College and Research
Exhibition at NMMIS and UPG Management College
Exhibition at Thadolmal Engg. College
Bollywood singer Shafqat Amanat Ali Khan<br />
performing in IIFT Fair in which FTF-I was the social<br />
partner<br />
Fair Trade awareness program in campus
Left: World Fair Trade Day, May 2012<br />
celebrations organized in New Delhi/ Right:<br />
World Fair Trade Day celebrations organized<br />
in Lucknow
Concert of EKA brand as part of Fair Trade Fortnight, October 2012
Innovative Stall Design at Kalaghoda Art and Craft<br />
Exhibition 2010
Walking Dice- Crowd Puller
Nukkad Natak and Street Plays on Fair Trade Principles
Students participated on Face Painting Competition
Fair Trade Coffee was the theme of the Debate Competition
School Level Intervention (Jan to June<br />
2011-12)<br />
Introduction of<br />
E(FT)Y through Book<br />
Mark<br />
Common Workshop<br />
was organized (5 th<br />
to 10 th Std) students<br />
E(FT)Y Express-<br />
Newsletter was<br />
Introduced<br />
‘Say No to Plastic<br />
Campaign’ with 7 th<br />
std Students<br />
Fair Trade Bags<br />
were gifted to the<br />
students on<br />
Christmas Day 2011<br />
Family Poster<br />
Compition to reach<br />
out to their Home<br />
(1:5) ratio<br />
Focused Workshops<br />
were organized for<br />
the 7 th Std Students<br />
School Action Guide<br />
was developed<br />
Announcement of<br />
1 st Fair Trade School
Book Marks were distributed in 5 Schools (7600 students)
Announcement of the Family Posters Competition
The winners of the Family Poster Competition
Fair Trade School Bags were gifted for Christmas by the School
Serious Workshops for 7 th std Students
School Action Guide 2012
School Fair Trade Policy
First Fair Trade School in India-St. Stanislaus High School, Mumbai
Convert Corporate Procurement to<br />
Fair Trade<br />
• 95 Corporates got exposed to the FT concept<br />
• 40 Corporates revisited for order placement<br />
• 15 Corporates interested in future buying<br />
negotiations and programmes<br />
• 10 corporates are confirmed in repetitive<br />
buying (minimum 4 times consecutive orders<br />
placed and delivered by various producer<br />
organizations)
• HDFC Bank, Mumbai<br />
• Oracle Financial Services Software Limited, Mumbai<br />
• Wipro Limited, Mumbai<br />
• Piramal Group, Mumbai<br />
• DHL<br />
• Aditya Birla Group<br />
• Axis Bank Mutual Fund<br />
Sales of 2,000+ Diwali gift boxes in 2011, 5,000+ in<br />
2012.
In-house Corporate Exhibition
In-house Corporate Exhibition
Creating Common Retail Brand
Creating Common Retail Brand<br />
Outputs<br />
• 16 shops under the brand now<br />
• 20 more in pipeline<br />
• Franchisee enquiries for shops/<br />
online shops<br />
• Increased marketing opportunities<br />
for FT organizations<br />
• Centralized promotion of brand<br />
• A review meeting organized on 10 th<br />
October 2012<br />
• TRIBES store branding – of 17 shops<br />
as a special project (Also planning to jointly<br />
approach for TRIBES-FAIR TRADE INDIA outlets in<br />
government platforms – railways/ PSUs/ public<br />
places)
Quantifiable Impact through Retail<br />
channel to date<br />
• 1,41,912 kg of seed cotton sold for use by Shop<br />
for Change buyers<br />
• Estimated value of Shop for Change retail sales<br />
through Mar '12:<br />
Rs. 12,21,93,124/ €20,36,552 (@€1=Rs. 60)<br />
• 13 textile brands certified<br />
Product available in approx 150 retail locations in<br />
at least 27 cities<br />
• Product available in approx 150 retail locations in<br />
at least 27 cities
Quantifiable Impact through Retail<br />
channel to date<br />
• 1 food product brand certified to date<br />
• 5 food product brands identified for final<br />
certification pending outcome of Diwali gifting<br />
orders<br />
• 5,710 cotton farmers certified to date<br />
• 1,700 mango, cashew, amla farmers certified<br />
• FT product producers accessing and benefiting<br />
from the market (from existing producer of<br />
90000 to 160000 members)
Develop and present policy papers<br />
Domestic Market for Fair Trade and<br />
<strong>Sustainable</strong> <strong>Consumption</strong> in India- A study<br />
to inform policy decisions
Recommendations from the study:<br />
• Establish an independent Fair Trade Advocacy<br />
Office in India that monitors development and<br />
trade policies and initiatives<br />
• Set up a platform to initiate a constant three<br />
way dialogue between the Indian Fair Trade<br />
movement, the private sector and policy<br />
makers<br />
• A stakeholder consultation system should be<br />
set up where inputs can be collected from<br />
groups who are or maybe affected by fair<br />
trade policies
Recommendations from the study:<br />
• Develop a short term plan to make best use existing<br />
government policies to assist fair trade producers.<br />
• Map out a long term strategy to lobby the<br />
government to develop a comprehensive policy<br />
package for fair trade with dedicated goals and clear<br />
cut targets<br />
• Fair Trade in Public Procurement<br />
• Shared learning through strategic alliances with other<br />
certification and labelling agencies that promote<br />
social, environmental and sustainable standards
Targeted Ministries (State and Central):<br />
Established linkages with three Govt. Ministries<br />
•Ministry of Textile & Handicrafts<br />
•Ministry of MSME<br />
•Ministry of Agriculture<br />
• Participation in Govt. sponsored Exhibitions
Exhibition organized by the Ministry of Micro, Small and<br />
Medium (MSME)
Exhibition organized by the Ministry of Micro, Small and<br />
Medium (MSME)
Thank You!
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