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Jakarta Post

Cotton USA eyes 3% sales increase in Indonesia

  • Stefani Ribka

    The Jakarta Post

Jakarta   /   Thu, September 7, 2017   /   08:52 am
Cotton USA eyes 3% sales increase in Indonesia Cotton Council International (CCI) representative for Indonesia Andy Do (from left), CCI executive director Bruce Atherley, CCI president Eduardo Esteve and CCI Southeast Asia director William Bettendorf pose after the Cotton Day Indonesia press conference in Jakarta on Wednesday. (JP/Stefani Ribka)

The US cotton industry eyes a 3 percent increase in sales in Indonesia this year, according to Cotton Council International (CCI), the export promotion arm of the National Cotton Council, a US industry association promoting the brand Cotton USA.

CCI Indonesian representative Andy Do said the target would be achieved by approaching consumers directly to promote the products rather than only approaching businesses, as in the past.  

"The population in Indonesia keeps increasing with a positive birth rate at around 1 percent and there's an emerging middle-class phenomenon here, so more are wearing more-quality garment. When we talk about quality, we talk about cotton," he said at a press conference in Jakarta on Wednesday.

Indonesia is Cotton USA's fourth-largest market after China, Turkey and Mexico. Sales in Indonesia range between US$300 million and $600 million a year.

Indonesia imports cotton mostly from the US, Australia and Brazil.

As a clothing material, cotton is competing with cheaper synthetic materials like polyester. Andy said the cotton market share in the raw material market fluctuated from time to time, depending on ever-changing market demand.

To strengthen its grip on Indonesia's market, CCI held the first Cotton Day Indonesia, a series of business seminars and fashion shows, to increase awareness about its products among Indonesian consumers. The organization plans to hold it every year from now on. It held such events in Japan 15 years ago. (bbn)