Cotton Council ropes in top designers for trickle-down effect

Kolkata, May 22 | Updated: May 23 2007, 08:55am hrs
Cotton Council International (CCI), the US based body for promoting US cotton worldwide, has now taken up India's cause to fight the growing marketshare of manmade fibres.

Globally, cotton garments command a 38% marketshare, against 55% in India.

But this share; according Ashish Dhir, the India and Pakistan representative of CCI, is fast declining and the 90 million Indians engaged in cotton related activities of which 5 million are cotton farmers may soon get adversely affected.

Cool with Cotton, an event studded with top designers and famous models, is being presented in cities to create awareness about cotton and check the growing market share of man made fibre.

Mona Lamba and Pali Sachdev, two of the most innovative designers of India, believe that cotton can do wonders even in grand evening parties, besides being the most suitable fabric for Indian weather.

At a show of Cool with Cotton in Kolkata, Pali Sachdev, one of duo of Mona Pali, while presenting her designer wear of ivory-coloured long skirt with silk blended mulmul top, said it is must to re-acquaint people with cotton as there are a lot of benefits in using it.

"The body can breathe in cotton clothes and remains cool with fine textures and colours," Pali Sachdev said.

Kiran Uttam Ghosh, another top designer also present in the show, feels that cotton fabric is versatile and can be used for both casuals and formals.

Although fashion shows with models walking on the ramp can create awareness among a niche segment of the population but this would trickle down to the mass in due course of time, believes Dhir.

CCI would shortly launch consumer campaign and lobby with the textile ministry for wider promotion of cotton garments in India, Dhir said.