That an Indian would inquire if Fair Trade was a kind of fairness cream points to two ringing truths: we're been thoroughly whitewashed by the 'skin improvement' business; and the international principles of ethical trade, collectively called Fair Trade, have still miles to go in educating the Indian populace. In all fairness, though, their people are already on the job.
Beginning June 2010, a campaign has been touring offices, campuses and public intersections, familiarising folk with a term that has grown to vast social and economic proportions worldwide. The campaign, called Pro Sustain, is the effort of four organizations—Fair Trade Forum India, International Resources for Fairer Trade, Shop for Change and the Dutch organisation Hivos to navigate consumers and producers through the broad waters of Fair Trade.
Fair Trade refers to a social movement with a free market spirit—a global canon on equitable trade practices that seeks to secure fair wages, humane work conditions and social development for producers of handicraft and agriculture. It was '60s Europe, with its slogan of 'Trade Not Aid', which shaped the movement that has proved to be a competent business model and not just commercial philanthropy: in 2008, products certified 'Fairtrade' reportedly billed US$4.08 billion worldwide—a 22% year-to-year jump.
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