Ever since the initiative, the private sector has not only realized the importance of market transformation and BMP, but they are now also investing in BMP promotion. The most encouraging support was provided by IKEA, which facilitated BMP seed cotton procurement through its local suppliers in 2009, but does not guarantee a mandatory procurement by suppliers. Moreover, BMP farmers are free to sell their BMP seed cotton to anyone and there is no obligation on his/her part to sell the cotton to IKEA’s suppliers, which facilitated in smooth implementation of whole process.
BCI (Better Cotton Initiative) is a multi-stakeholder initiative launched in 2005 with the objective of globally raising the sustainability standard of conventional cotton and making it available in large volumes to mainstream retailers at the same price as conventional cotton. The BCI exists to make global cotton production better for the people who produce it, better for the environment it grows in and better for the sector’s future. The principles, covering a range of environmental and social aspects of cotton production, describe the broad areas that need to be addressed by the farmer for the production of Better Cotton. Under supply chain support, BCI will create a 100% Better Cotton bale, and connect the supply of Better Cotton to demand, putting in place a supply chain system that facilitates the procurement of Better Cotton.
The project has also been able to motivate participants of FFS established during 2007–09 to organize themselves into local Farmer Organizations (FOs) and facilitated establishment of around 60 new organizations. These organizations were strengthened through organizing skill enhancement workshops to ensure their active role in widespread BMP dissemination. Five FOs; KWA (Kissan Welfare Association), KDO (Kissan Dost Organization) Kashtkar Development Organization (Kashtkar), MRWO (Maryam Rural Welfare Organization) and KWC (Khawateen Welfare Council) are performing field level activities with WWF – P for wider BMP dissemination and promotion.