with a purpose-led short film titled "Khaki Desan"
Jugnu Mohsin, a renowned public figure and mother of popular vocalist Ali Sethi, has recently debuted her acting talents through a purpose led short film called Khaki Desan. Full version of this short film was recently launched on the occasion of Eid ul-Azha across all social media platforms of Sarsabz Fertilizer, a brand of Fatima Fertilizer. The project is a joint collaboration between Jugnu Mohsin and Sarsabz Fertilizer with the purpose of raising awareness about the decline of cotton production in Pakistan and its impact on the local community of Pakistani rural women.
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The storyline is inspired by a nostalgic realisation from the past when our mothers would open the rustic family trunk and take out the hand-knitted khaees and dariyan made from locally grown indigenous cotton and proudly set them for the frequent guests. Now, not only are the guests just occasional but we have fast fashion taking over with polyester homeware and clothing made at a large scale; making them more or less disposable items to be replaced after a few seasons use. In this “trend” change not many are aware that in the background how an entire industry has been left to silently die.
The story unfolds as the protagonist, Jugno Mohsin searches for the lost variety of cotton called Khaki Desan and learns the lost art of making hand woven cotton fabric from it. Fatima Fertilizer helped her by providing technical knowledge to grow the cotton variety as well as supported her in setting up a workshop under the name “Haveli Crafts” to market the final products. At a micro level, the workshop provides a great working environment and honourable source of income to almost 100+ women of the village Sher Garh but on a macro level it is reigniting an industry that supported millions of women in agriculture and rural economy. Fatima Fertilizer Company Limited, is a local fertilizer player that through its brand Sarsabz Fertilizer has time and again proven that it cares about our rural community, its traditions, its culture and most of all its economy. It has recently launched on its YouTube Channel a new Sarsabz Kahani i.e. a series of short films based on true stories from the rural community.