On World Cotton Day 2024, India's premium cotton brand, Kasturi Cotton Bharat, made significant strides towards global recognition. A series of MoUs were signed to promote sustainable cotton farming, boost farmer incomes, and enhance the quality of Indian cotton. Key partners like TEXPROCIL, CITI, and the Cotton Corporation of India (CCI) joined forces to boost Kasturi Cotton across the value chain. Initiatives included promoting awareness of Indian cotton, optimizing production in key regions, and supporting sustainably sourced cotton.