Many would consider actor Salman Khan a pioneer and pathbreaker. When he started his casualwear brand of clothing ‘Being Human’ to support his charity, the Salman Khan Foundation, in 2012, people were impressed with his philanthropic bent of mind cum entrepreneurial spirit.
Now this brand has taken a step further in its commitment to sustainability and ethics by being one of few Indian brands to launch a line of sustainable clothing in collaboration with Fair Trade India called ‘Being Conscious’. The clothing made under this line will be exclusively manufactured using cotton that has been grown by Fair Trade certified farmers from Tamil Nadu and Gujarat.
A Fair Game
Being Human as a brand already retails its clothes through 90 outlets around the country in addition to 400 multi-brand outlets. Hence, this new line will be instrumental in spreading the knowledge and importance of Fair Trade principles in a mainstream retail context in India.
What exactly does being Fair Trade certified mean though?
It is a global movement that aims to promote ethical and sustainable trade practices around the world. These practices are based on the principles of ensuring fair prices for the products, hygienic and safe working conditions, protection against environmental degradation, and empowering the workers and farmers by ensuring their rights are taken care of. To be Fair Trade certified, businesses must comply with the standards set up by the body known as Fair Trade International, which is headquartered in the USA. These standards touch on various aspects of production, trade, and social development. The certification is given by FLOCERT after a series of inspections and audits which are complex and take several years to complete.
“Fair Trade certification is governed by different auditing bodies depending on the type of organisation. There is a factory certification offered by the American governing body which certifies manufacturing facilities all over the world.
A starting point to understanding Fair Trade is by studying its 10 universal governing principles,” explains Sonica Sarna, founder and CEO of global sustainability consultancy Sonica Sarna Design and long-time advocate of Fair Trade practices.
She further explains, “In a manufacturing set-up, when a factory is Fair Trade certified, a brand pays a percentage of the product price for the welfare of the workers. The money goes into a separate bank account and these funds are managed by a democratically elected worker committee.” The money collected by the committee for her workers was utilised to buy home-sewing machines as that was the collective desire of the workers. “In keeping with the principles of Fair Trade certification, any brand working with us keeps aside a percentage of their money to go directly to the workers, for their welfare, autonomy, and to work towards a common goal which they can choose themselves.”
The Ethical Tag
Since Fair Trade certification is tough to achieve, several brands attempt to follow its principles even without the stamp of authority from a Fair Trade organisation. Vinusto, a handloom designer label dealing in authentic raw materials and affordable luxury products, is one such. It began operations in 2019 and works on the principle that its outfits are bespoke, made to order and customisable. “Our company’s core values are integrity and honest intent, transparency, authenticity, fair trade, and customer delight. We are a socially focused enterprise intending to make a material impact on the lives of artisans working in the handloom sector. We aim to connect connoisseurs to craftsmen using technology which we embody in the concept of #weaverstowearers. Our commitment to weavers is to nurture craftsmanship, provide a marketplace and share sale proceeds with them,” shares Anshula Yuvaraj, the founder and CEO of the company.
As a widely recognised ethical tag, Fair Trade certification helps the consumer make an informed choice about the social and environmental impact of their purchases. Hence, the very act of trading becomes fairer and more equitable for all concerned parties. Ground-level workers are involved in the decision-making process and have access to market insights, professional training, and more. This leads to transparency in the supply chain for all stakeholders. Further, a Fair Trade certification brings with it international credibility and recognition.
Future of Trade
Sarna ends by explaining why she believes this practice is the future of trade, “One of the reasons I’m a strong supporter of Fair Trade certification is because most of what we consume is made by unseen workers that come from poor or underrepresented communities.
Fair Trade is a way for them to have representation so they can put forward their demands. Many of us would prefer to follow ethical practices but are unaware of what goes on behind the scenes. This measure ensures that we know what we are wearing hasn’t been made in sweatshops. We can also be assured that there are far fewer human rights violations, and far less cultural appropriation during the production process.”
