Shop for Change Fair Trade associates with ‘Turning 30!!!’

January 4, 2011

Mumbai, January 3, 2011: Shop for Change Fair Trade, a not for profit organization that promotes the concept of fair trade in India, has associated with the latest Prakash Jha production ‘Turning 30!!!’. The film stars Gul Panag and Purab Kohli in the lead roles and is directed by debutant director Alankrita Shrivastava.  The entire cast and crew of the movie ‘Turning 30’ have pledged their support to fair trade and have been seen in recent weeks wearing that commitment on their sleeves by sporting Turning 30!!! T-shirts made from Shop for Change Fair Trade certified cotton.

Turning 30!!! explores a young woman’s coming of age that brings with it new responsibilities and realizations about how actions impact others.  As young audiences watch Turning 30!!! and connect with its lead character, Shop for Change hopes to use its association with Turning 30!!! to reach out to a wide audience base and let them know that they can be responsible shoppers and look great by choosing garments with the Shop for Change Mark.

Seth Petchers – CEO, Shop for Change Fair Trade says, “Shop for Change has come a long way since it started promoting fair trade in India in 2006. This association is testimony to the growing awareness of the fair trade movement in India and positive reception to the message. Shop for Change works to engage its audience by spreading the message that anyone can make a difference simply by choosing fair trade. We are excited to partner with a film production and look forward to further support from mainstream Indian cinema.”

Gul Panag actress and Shop for Change Advisory Board Member says, “Having been a Shop for Change supporter since its launch I’m pleased to continue helping to spread the fair trade message.  Shop for Change plays a vital role in protecting the rights and in enriching the lives of the farmers of our country. And when consumers choose Shop for Change Fair Trade products, they have the ability to empower farmers to make better lives for themselves and care for the environment.  I shop for change because I believe that just by being conscious consumers we can make change happen.”

Turning 30!!!’, releasing on 14th January, 2011, is helmed by first time director Alankrita Shrivastava. Speaking on this association with Shop for Change, Alankrita says “When I learned about Shop for Change I realized that this was an opportunity for all of us at Turning 30!!! to make a difference.  We are delighted to be partnering with Shop for Change as we truly believe in the cause. I hope the take-away for audiences who follow the film is that they can make a difference, too, by choosing fair trade.”

Prakash Jha, producer of Turning 30 added, “Through my movies, I have always tried to reflect issues that impact the society at large. Issues concerning the farmers have affected me deeply. With Shop for Change encouraging fair trade in India and improving the lives of farmers I am happy to lend my support to them in this enduring effort.”

Currently, Indian cotton farmers struggle to earn a decent living because of uncertain and unstable markets, poor productivity, and the inability to add value to their crop. With a large section of rural India dependent on agriculture it is critical to support the cause of Indian farmers. Shop for Change has launched fair trade certification in India, thus ensuring that cotton farmers receive a fair deal for their produce. By choosing garments that display the Shop for Change Mark, consumers are guaranteed that that the farmers and their families who grew the cotton are empowered to improve their lives and care for the environment.

For further information, please contact:

LINOPINION – The LOWE LINTAS Public Relations Division

Kripa Nayak / Yasna Mistree

kripa.nayak@loweworldwide.com / yasna.mistree@loweworldwide.com

9819826335 / 9820942610

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One Response to “Shop for Change Fair Trade associates with ‘Turning 30!!!’”

  1. […] up slowly but surely in India. Recently the entire cast and crew of a Bollywood movie called “Turning 30” pledged their support to fair trade and have been seen in the recent weeks wearing […]

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