Only the best
India’s textile promotions council has launched a new initiative to create market share for the country’s very best cotton, presenting its highest-quality cotton fabrics to the international market under the brand name Kasturi.
Joint director, Murali Balkrishna, explained that the name refers to musk a product emanating from deer and widely used in the perfume industry. “But a deer does not notice the smell itself” Mr Balkrishna said, “In a similar way, we think cotton fabrics of very high quality have always been present in the large volumes of the fibre that India exports and we have launched this initiative to bring more attention to it.”
He added that some of the 49 Indian textile brands at the country’s pavilion during the Intertextile Shanghai exhibition in late August had used Kasturi labelling to promote the best fabrics in their collections.
