In a Covid-19 era, sustainability in cotton production aligned with UN sustainability goals is the way forward for the industry as a whole – especially since the onus is now on brands and their supply chain partners to demonstrate their environmental credentials, coupled with greater supply chain scrutiny and demand for traceability. The cotton textile industry, along with the stakeholders involved in the cotton supply chain, is gearing up further to strengthen the sustainability and circular economy aspect in their businesses. Experts are of the view that, as the cotton economy is badly impacted due to Covid-19 this will be the only way forward in the medium to long run, though some sporadic efforts are already in place in the short term. In a recently-organised first ever virtual Cotton Day India 2020 themed Leading through change: Your partner for a new world by Cotton Council International (CCI), along with the leadership of the US cotton industry, experts and panellists emphasised the need for creating a sustainable cotton value chain in the rapidly changing global market place. This is significant, as representatives of the Indian textile industry, as also US Department of Agriculture, National Cotton Council of America, Supima and the CCI had participated in the progamme. CCI, the export promotion arm of the National Cotton Council of America (NCC) and a non-profit trade association, promotes US cotton fibre and produces cotton products around the globe with its Cotton USA trademark. The keynote address on Indian cotton update was delivered by Lazaro Sandoval, Senior Agricultural Attaché, USDA Foreign Agricultural Service (FAS). Also stressing the importance of leadership through crisis, sustainability and retail scenario post-Covid-19 was Michael Duke, former CEO, Wal-Mart. “India is an important trade partner for US cotton, with every second bale imported into the country being produced in the US,” informed Bruce Atherley, Executive Director, CCI, speaking at the Cotton Day India 2020. “One of the key factors for this is ‘trust’ associated with US cotton. Quality, transparency, sustainability and the premium value of US cotton fibre has created a preference for this cotton. We are also the first country in the world to offer 100 per cent, high-volume, instrument-tested bales to ensure that clients/mills get what they order. As the world grapples with Covid-19, we are seeing a steady increase in customers demanding more sustainable products.” “To enable mills and manufacturers to combat these pre-existing and more recent pressures, Cotton USA has introduced its new, game-changing Cotton USA Solution technical consultancy programme,” Atherley added. “With access to our first-of-its-kind industry initiative, businesses can equip themselves with the resources, data and opportunities they need for next-level success and profitability.” Cotton USA Solutions is a technical consultancy programme that helps mills and manufacturers achieve greater productivity, process efficiency and ultimately profit for their businesses. It has established a consulting team comprising mill and spinning experts from around the world. The team of experts has created five business-building programmes, providing expertise informed by work with over 1,500 mills in 50 countries. “Cotton USA Solutions is designed so that textile mills and manufacturers can optimize the use of US cotton with cutting-edge offerings to transform their businesses profitably,” Atherley believes. “Given the industry’s current state due to the Covid-19 pandemic, the resources and expertise of this programme are more relevant to our partners than ever.” “The Trust Protocol has set new standards for sustainable cotton production by bringing quantifiable and verifiable goals and measurement mapped to six key sustainability metrics,” informed Gary Adams, president, US Cotton Trust Protocol. “They are: land use, soil carbon, water management, soil loss, greenhouse gas emissions and energy efficiency.” “The US cotton industry has a history of strong relationship with India,” added Peush Narang, CCI’s India representative. In 2019, cotton was the second highest exported agricultural commodity from US to India.