Garment manufacturers in Punjab, who initiated an awareness campaign on the ill effects of cotton cultivated with toxic chemicals, have now launched exclusive wear made of organic cotton.
One Ludhiana based garment manufacturer Venus Group recently announced its foray into the domestic market with the launch of first ever organic cotton-based apparels.
These organic garments are certified by the Global Organic Textile Standards and Organic Exchange standards.
Although the organic cotton yarn prices are 40 per cent higher than the regular cotton, the company claims to have reasonably priced its products.
To be sold under `UV and W' brand, the company plans to open 10 stores in the northern market this year. It anticipates a total turnover of 48 million dollars by this fiscal end compared to 40 million dollars recorded last fiscal.
Rajan Misra, Vice President of the Domestic Marketing, Venus Group, said: "While promoting organic cotton brand we are helping in establishing in certain practices that are good for earth. Previously, textile industry has done something which has not been good for environment. These are some corrective measures."
With increasing social awareness, people are opting for skin-friendly garments and Venus Group is working towards meeting their requirements.
Venus Group, which was earlier exporting its garments to leading brands such as Gap, Wal-Mart and Carrefour, is today offering organic clothing for customers in India.
Sunil Sharma, one customer, said: "Though I have used these clothes but my brother brought them from abroad. The body gets very relieved on wearing these clothes. Price is also very economical. I will suggest others also to go for organic clothes."
Deepak Jain, another customer, said: "Designs are fantastic, plus they are eco-friendly as well. It is also very beneficial for farmers who grow cotton."
Punjab started growing organic cotton in its southwest region as it was found to be of great demand in Germany and elsewhere in Europe.
Now, the growing craze of organic apparels in domestic market has come as a boon for organic cotton growers in the state.
The rise in demand will increase hope among the organic cotton farmers of Punjab to deserve a better share of the pie.