Cotton Council International (CCI), which works in conjunction with the National Cotton Council to promote US cotton exports, is all set to launch its 25-year old flagship brand COTTON USA in India. Under this brand, CCI promotes US cotton fibre and manufactured cotton products in more than 50 countries globally.
The COTTON USA trademark promises to deliver: purity, quality, and responsibility, CCI in a press release said. It strives for absolute purity, with no contamination. For the consumer that means that a product with the tag COTTON USA is clean, non-irritating, and safe. For the manufacturer, it saves time and money, and helps create a superior product.
The brand assures quality. Cotton straight off the plant is not always as pretty as it looks in the pictures. It’s not “ready-to-wear”. The quality of COTTON USA is par excellence as it is finished with inventive techniques to keep its natural qualities intact. It is renewable, recyclable and biodegradable, so ‘it can be returned to the earth from which it came’.
The Indian textile industry is primarily cotton focused, with cotton accounting for nearly 54 per cent of total fibre consumption in 2014. However, the industry has inherent challenges like cotton price fluctuation, inconsistent quality of indigenous cotton and over-dependence on monsoons. In order to meet the demand, there is a requirement of high quality cotton in the country.
“Country’s textile and apparel market is now more than 100 billion US Dollar and growing at a healthy rate, and it has potential to double its export share from 5 per cent to 10 per cent in next 10 years. We see a huge potential in this market and hence bring the best quality cotton to the Indian consumers,” David B Collins, CCI senior advisor, said.
“Consumers are well aware and conscious about what they are wearing and are looking beyond just the end product; they want superior quality fabric assurance. US cotton is seen by many as the best in the world, so when this premier cotton is combined with prestigious product developers, the result is truly top-of-the line, the best of the best,” Renu Aggarwal, India representative for CCI said.
The COTTON USA brand logo design embodies the idea that cotton is on a global journey. “It’s the story of a single fibre, born in the US, from seed, sun, and soil—that travels around the world, touched at each step by those who care, both in crafting and wearing. At the end, this fibre that was born in the earth, goes full-circle and returns to the earth”.
