India's indigenously developed hybrid quality cotton variety, Shanker-6, is being globally threatened by African cotton and Peru Pima cotton. On production front, India beat China in 2015-16 to emerge as the world's largest cotton producer. But in the absence of any branding efforts of its prominent Shanker-6 variety, international clients are increasingly turning towards Africa, Peru and the US, who have in recent times engaged in branding activities.

Lack of global branding of the medium staple high quality Shanker-6 could lead to sluggish export demand going forward. A strong concern about price and volume has meant that India has ignored branding efforts. Moreover, there are no standards set which could help in brand promotion and there are no norms.

One reason for the lack of branding is the relatively higher share of domestic consumption of cotton in India. India exports around 15 to 20 per cent of its total cotton production while the US exports over 70 per cent of its total production. In addition, high adulteration in Shanker-6 has also hurt India’s cotton image worldwide.

While Africa has in recent times consciously branded its cotton, especially from Sudan, Peru, too, has been conducting promotional activities globally and portraying its Pima cotton as a worldwide brand.