Cotton’s Collapse: The Vanishing White Gold of Punjab

For decades, cotton—often hailed as “white gold”—was the backbone of Punjab’s agrarian economy. Its vast fields supported the booming textile industry, sustained millions of rural households, and stood as a symbol of Pakistan’s agricultural prosperity. But today, that legacy is crumbling. In a stunning reversal, the cotton cultivation area in Punjab has shrunk to levels lower than those recorded over six decades ago.

In 1968, Punjab cultivated cotton on approximately 3.29 million acres. The Green Revolution and strong government support helped this figure surge to a historic 6.28 million acres by 1997. For years, that momentum held—but it has since unraveled. Projections for 2026 predict a fall to just 3.13 million acres, marking a drop not only from its peak but also below 1960s levels.

Khanewal: A Cotton Powerhouse in Retreat

Nowhere is this decline more evident than in Khanewal district, once a powerhouse in Punjab’s cotton belt. In 2014–15, Khanewal recorded nearly 472,000 acres under cotton cultivation. By 2020–21, this had plummeted to 290,000 acres—a sharp 38% drop in just six years. The 2023–24 season saw Khanewal produce only 217,000 bales, representing a mere 5% of Punjab’s total cotton output, despite its historical strength in the sector.

Although the province overall has seen a 50% decline in cotton area since its peak, Khanewal’s fall is particularly alarming due to its cascading impact on local livelihoods. Many farmers have now pivoted to crops such as sugarcane, maize, rice, and potatoes, drawn by higher returns, lower risks, and comparatively stronger government incentives.

What Went Wrong?

✪ Profitability Crisis

Rising input costs and stagnant returns have made cotton cultivation increasingly unviable. In contrast, crops like sugarcane and maize yield better profits, while rice and wheat benefit from favorable government procurement policies.

✪ Climate Change

Cotton is highly sensitive to climatic shifts. Erratic rainfall, higher temperatures, and prolonged dry spells have severely impacted yields across the region.

✪ Pest Infestation

Outbreaks of cotton leaf curl virus, whitefly, and pink bollworm have devastated crops, particularly in South Punjab. While genetically modified (Bt) varieties like Bt-FH142 have shown promise in Khanewal, access and affordability remain major hurdles.

✪ Policy and Planning Failures

Despite cotton’s economic significance, it is treated as a secondary crop. Farmers often face delayed seed certification, limited subsidies, and no price assurance, in contrast to the state’s generous support for crops like rice and sugarcane.

✪ Urban and Industrial Expansion

Rapid urbanization and real estate development have led to the conversion of agricultural land—especially in irrigated regions like Khanewal—into housing, factories, and infrastructure projects.

✪ Shifting Crop Patterns

Farmers are diversifying rapidly. In Khanewal, rice cultivation more than doubled from 59,000 acres in 2014 to 130,000 in 2021. Maize cultivation tripled, and potato acreage nearly doubled—while cotton acreage consistently declined.

The Way Forward

Reviving cotton requires a coordinated, evidence-based approach:

✅Seed Innovation
Promote and subsidize climate-resilient, pest-resistant cotton seed varieties to increase adoption.

✅ Equitable Subsidy Distribution
Ensure cotton receives the same level of state support as other major crops to level the playing field.

✅ Market Stability Mechanisms
Use entities like the Trading Corporation of Pakistan (TCP) to stabilize prices and protect farmers from market volatility.

✅ Water-Efficient Irrigation
Invest in drip and sprinkler irrigation systems to conserve water and improve yields.

✅ Agricultural Land Protection
Implement strict regulations to prevent the unchecked conversion of farmland for non-agricultural purposes.

✅ Strengthen Research & Extension Services
Empower local agricultural advisory bodies to provide timely support, pest monitoring, and best-practice farming techniques.

A Loom Without Cotton

The collapse of cotton is not merely a rural crisis—it is a national emergency. Cotton fuels Pakistan’s textile sector, which in turn drives exports, foreign reserves, and employment. Khanewal’s decline serves as a warning: if we fail to revive cotton, we risk eroding the very foundations of our agro-industrial economy.

This isn’t about nostalgia—it’s about national resilience. It’s about fairness for farmers, sustainability, and ensuring that the land that once clothed a nation doesn’t fall into permanent silence.