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KARACHI - Pakistan's largest vertically integrated denim company, Soorty, has launched an initiative to increase the use of organic cotton in the denim supply chain.

The Soorty Organic Cotton Initiative (SOCI) has been launched in partnership with the Worldwide Fund for Nature (WWF) in Pakistan as well as the provincial government of Balochistan's Department of Agriculture.

The Laudes Foundation is also supporting the project which is aimed at reducing the use of chemicals and fertilisers in cotton cultivation while increasing income for farmers and their communities.

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