Cotton Nouveau Project. Organic Cotton Towels enhance the living conditions of cotton farmers in Tanzania and India.

Protect human dignity through practicing organic farming with 5 principles. Right to Education,Ecology,Development,Health and Fair Pay.

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I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.

  • Yes, I'm eligible

Preferred language

  • English

Organization name


Year founded


Initiative stage

  • Established (the solution has passed the previous stages and demonstrated success)

Annual budget in 2017 (USD)

  • $100k - $250k

Number of beneficiaries impacted so far

  • 5,000 - 10,000

Organization type

  • Social enterprise

Secondary Focus Area

  • Rural development

Headquarters location: Country

  • Japan

Headquarters location: City

Imabari City

Location(s) of impact

Tanzania India Japan USA Australia China U.K Canada


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Problem: What problem is this initiative trying to address?

663 million people in the world live without clean water. That’s nearly 1 in 10 people worldwide. Or, twice the population of the United States. The majority live in isolated rural areas and spend hours every day walking to collect water for their family. Not only does walking for water keep children out of school or take up time that parents could be using to earn money, but the water often carries diseases that can make everyone sick. Global Warming

Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?

Our mission is to connect disadvantaged producers and consumers, promote fairer trading conditions and empower producers to combat poverty, strengthen their position and take more control over their lives by using only cotton that is traded via fairtrade to manufacture our towels. We donate a well each year using part of the proceeds from Cotton Nouveau products to the local areas of Tanzania to provide clean water for the local farmers and citizens. Access to clean water means education, income and health - especially for women and kids in developing countries. In order to reduce air polution and create environmentally friendly working environment our factories and offices are powered by the wind. We use 100% wind electricity to produce our prodcuts.

Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work

We started our Cotton Nouveau project in 2011 and we have been donating a well each year ever since providing access to clean water. Access to clean water has changed the lives of the local cotton farmers and citizens of Tanzania. And has improved the follwoing: Health, Time, and Education. Diseases from dirty water kill more people every year than all forms of violence, including war. 43% of those deaths are children under five years old. Access to clean water and basic sanitation can save around 16,000 lives every week. Time In Africa alone, women spend 40 billion hours a year walking for water.3 4 Access to clean water gives communities more time to grow food, earn an income, and go to school -- all of which fight poverty. Education Clean water helps keep kids in school, especially girls. Less time collecting water means more time in class. Clean water and proper toilets at school means teenage girls don’t have to stay home for a week out of every month.

Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?

1. Commercial banks =40% 2. Investment Bank=30% 3.Profits from selling our products=30%

Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?

'' Environmentally Conscious Manufacturing'' Our products are dyed based on the low impact dyeing concept which strives for human safety and minimum environmental impact as well as ozone bleaching methods are used which means we use less chemicals and energy than common scouring and bleaching methods coupled with our world class wastewater processing facilities. Wastewater is treated thoroughly with bacteria at facilities that pass Seto Inland Sea wastewater criteria, the strictest in the world

Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.

Normally cotton from different crops is mixed together in the spinning mill to maintain a consistent texture. That is the global standard. However COTTON NOUVEAU uses different yarn each year. ‘Of course it’s different each year’. We stopped perceiving these tiny differences in detail as a minus and took advantages of the fine changes like you would with a good wine. If people enjoy the changes in shape and taste of organic vegetables each season, then why not enjoy the different texture of organic cotton each year? This ground breaking and challenging project attracted many supporters from the cotton farmers in Tanzania who supplied organic cotton each year to this extraordinarily unorthodox project to the investors who set up the ‘Wind Woven Towel Fund’ (run by Music Securities, Inc.) enabling us to purchase the cotton.

Where did you hear about the Nestlé Creating Shared Value Prize?

  • Social media

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