Shop for Change is an on-product mark of assurance that small farmers get a fairer deal for their produce and environment is cared for. Cotton is the 1st fair trade certified product where we have partnered with leading brands such as Shoppers Stop, ColorPlus and Anita Dongre. These brands and retailers directly source part of their cotton requirement from certified small farmer groups on fairer terms of trade. We work closely with them to leverage their association with fair trade through an integrated marketing campaign. In 2011, Shop for Change entered the food segment. Currently working with 6 food farmer groups across India, we are trying to create a market for fair trade food products via festive gifting market and other channels like hotel and retail. We are working with DHL, Aditya Birla group, Axis Bank Mutual Fund, Hexaware among others this festive season and are also in the process of getting some leading hotels like Four Seasons on board. Shop for Change is in parallel working towards building a consumer movement for fair trade and has been extensively covered in mainstream media (http://shopforchange.in/media.htm). Established as a not-for-profit social enterprise in January 2009, Shop for Change was formed with grant support from donors like European Union, ICCO and Hivos. In addition to these funders, now Indian funders like NABARD and Forbes Marshall are also supporting it.