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Two generations of cotton farmers, Jagadish Dhannanlal Patidar, 54, a farmer leader, stands in a Fairtrade cotton farm with his son, Amit Patidar (who had studied Advertising in college) in Karhi, Khargone, Madhya Pradesh, India. Jagdish says that he has a lower turnover of workers because they are fairly paid, and Amit wants to continue farming Fairtrade cotton while putting his advertising knowledge into growing the business.

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