MULTAN: Cotton, often dubbed “white gold,” is a cornerstone for the national economy by helping to attain nearly 64 percent of the export revenue.
The cultivation of cotton sustains the livelihoods of countless individuals in South Punjab’s agricultural hub, from diligent peasants to hardworking rural labourers, both men and women. Additionally, cotton supports workers in the ginning and textile sectors, creating a vast array of employment opportunities throughout the supply chain.
However, in recent years, cotton cultivation has seen a gradual decline, posing challenges for rural communities and casting a shadow over the broader economic landscape by diminishing textile export vitality. Even in South Punjab’s cotton belt, farmers are showing a lack of interest in growing cotton, influenced by various factors.
In 2011-12, the cotton cultivation area in the region exceeded five million acres. Since then, the area has declined due to low profitability, pest attacks, and a shift towards more profitable crops like maize and sugarcane. Farmers have faced losses, persistent pest attacks, particularly from pink bollworm, rising input costs, and climate changes. By 2020, the cotton cultivation area had reduced to 3.168 million acres at the provincial level, with production falling to levels last seen in 1984.
Last season, there was a promising shift back to cotton, but this year, new issues, including disappointment triggered by the wheat crisis, have arisen. Malik Khalid Bhara, a resident of Vehari, noted that despite the agriculture department’s efforts to promote cotton production, the wheat situation has complicated matters for farmers.
The agriculture department is taking concrete measures to revive cotton to its full potential. Secretary of Agriculture Iftikhar Sahu, during his recent visit, announced a target of cultivating cotton on 4 million acres, with over 90 percent of this in South Punjab. He urged officials to work diligently to meet these targets, with 3.75 million acres allocated for South Punjab and 250,000 acres for the rest of the province.
The department has implemented digital monitoring to ensure staff presence in the fields and improve cotton production. Additional duties of staffers have been removed to allow them to focus on cotton. The Irrigation Department is also involved in addressing water shortages for the crop.
Deputy Secretary of Agriculture Technical Dr. Haider Karar mentioned that various measures are being taken to boost cotton cultivation across the region, including special training sessions and outreach efforts to engage politicians, community leaders, and agriculture industry stakeholders.
In South Punjab, the Bahawalpur division leads with 65.2% of the sowing target achieved, followed by Multan at 58.4% and Dera Ghazi Khan at 56.8%. Officials are hopeful of meeting the overall target as cotton sowing progresses rapidly.
