ITC’s innovative crop-agnostic full-stack agrotech platform, ITCMAARS, gained significant attention at the 113th Annual General Meeting (AGM). ITCMAARS is a ‘phygital’ ecosystem that integrates digital and physical interventions to revolutionize farming practices. The platform promotes precision farming, enhances market linkages, and provides essential financial services to farmers, blending technology seamlessly with on-ground support.
During the AGM, ITC Chairman and Managing Director Sanjiv Puri highlighted the impressive impact of ITCMAARS. By leveraging digital farming through its comprehensive app, the platform has managed to increase farmers’ net returns by up to 30% in a short period. This achievement underscores ITC’s commitment to advancing agricultural sustainability and supporting the farming community.
Key takeaways on ITCMAARS technology and how it impacted farmers:
- Farmer Collectives: ITCMAARS involves over 1,650 Farmer Producer Organizations (FPOs), covering more than 1.5 million farmers to connect over 10 million farmers by 2030.
- Impact on Farmer Returns: The ecosystem offers predictive, hyperlocal, and dynamic advisories and an input marketplace, enhancing net farmer returns by up to 30% in a short time.
- Soil Testing and Crop Nutrition: Conducted over 10,000 soil tests, providing personalized crop nutrition recommendations using AI-based algorithms, resulting in a 10-15% reduction in fertilizer usage and a 15-20% improvement in crop yields.
- Advanced Technologies: Implementing agrotech solutions across value chains, including drone usage for nano nutrients and crop protection, and digitizing 6 million acres with remote sensing for personalized advisories.
- Innovative Tools: Launched ‘KrishiMitra’, the world’s first GenAI-based regional voice chatbot for farmers, co-developed with Microsoft.
- Knowledge Sharing and Training: Utilizes insights from the Baareh Mahine Hariyali program to improve farmer incomes and implements best practices in 45 Aspirational Districts. Exclusive Public-Private Partnerships (PPPs) with NITI Aayog in 27 districts have increased yields by up to 30%, reduced cultivation costs by nearly 15%, and boosted farmer incomes by up to 60%.
- Farmer Education: Annually trains over 500,000 farmers in best practices through Farmer Field Schools and demonstration farms organized by ITC.
The company plans to widen this tech adoption, which can enhance efficiency and access to markets. By 2030, the company plans to connect with 10 million farmers. Their initiative currently covers ten states and 18,000 villages.
The company’s chairman stated, “Over 10,000 soil tests, with personalized crop nutrition recommendations based on sophisticated AI-based algorithms, have been facilitated, resulting in 10-15 percent reduction in fertilizer usage and 15-20 percent improvement in crop yields.”
“Exclusive PPPs with NITI Aayog in 27 such districts have improved yields up to 30 percent and reduced cultivation costs by nearly 15 percent, thereby boosting farmer incomes up to 60 percent. In addition, over 5 lakh farmers have trained annually in best practices through Farmer Field Schools and demonstration farms organized by ITC.”
While addressing the 113th AGM, the Chairman underscored ITC’s commitment to leveraging innovative agricultural technologies and sustainable practices to transform Indian agriculture. With a strong focus on resilience, efficiency, and farmer empowerment, ITC aims to create a more robust and sustainable agricultural ecosystem.
