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also known as The Double Face of Indian Cotton

Behind the Label2011

  • 3.2
Our morning ritual speaks of our love affair with cotton: we throw off crisp cotton sheets, shower and dry ourselves with thick cotton towels, sweep fluffy cotton balls over our face, then slip on cotton panties, socks, t-shirts, jeans and jackets. With cotton in such high demand, growers and seed developer Monsanto is asked if the trade is fair, in a film that beats to the ancient rhythms of cotton production.

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Member Reviews (1)

When it comes to these certifications, there is always a boss so sure of the "empowerment" he has brough about. No one thought of interviewing the workers who do not own the land, yet work under terrible conditions for minute wages. Who inhales all those chemicals? Why don't we ever talk about lives (except for the dead that we can't turn a blind eye to) but always livelihoods? The organic cotton buyer says with a hint of arrogance "he, of course, doesn't undertstand the workers language". Yes, that's true because they do not belong to the same worlds! Have people grow organic stuff , pay tons of money to get certified and you are now eligible to compete in a different league where you earn more. What does this change in a workers life? Do they earn more? Get paid for overtime? We never hear about these. These are the questions that matter. It is because of these questions that certifications bring more money. They are supposed to signify ethical values towards the workers and the nature. We don't hear much about those. So the result is just another superficial documentary, doing almost greenwashing (not sure if it is intentional though)... There are thousands of films like this out there. With that simplistic emphasis on the consumer and consumption.As if the cotton trade is not taking place within an extremely complex system of global circuits of commodities, workers, seeds, buyers, elephants, cows, Monsanto, lies, governments, profit, the market, scientists and consumers...Yes, sure, it is only up to the "responsible" consumer to fix the lives agro-business logic, alongside colonial and patriarchal forces destroyed. And the fixing only requires more consumption... What an illusion.