Promoting Fair Trade and Sustainable Consumption in India (PRO SUSTAIN)

In a nutshell

India has a growing middle-class. Today, the middle class – an important consumer group - already accounts for 13.5 per cent of the population. The project “Promoting Fair Trade and Sustainable Consumption” (PRO SUSTAIN) promotes fair trade in India. PRO SUSTAIN aims to show that especially the middle class has a choice to buy sustainable products. With choosing deliberately and consciously, consumers contribute to protect the environment. They can contribute to a better climate and to fairer trade.

The PRO SUSTAIN partners provide information to educate the middle class about fair trade. The project will also boost the development of retail trade in India. In addition, PRO SUSTAIN will lobby the government to promote fair trade with measure including public service campaigns and support to fair trade producers.

The latest news

PRO SUSTAIN has received a three-year grant from the European Union for the project. The project will start to operate in early 2010.