FMCG Giant ITC Targets To Support 4,000 Farmer Producer Organisations Via ITCMAARS; What This Means?

ITC Ltd, one of India's leading conglomerates, has set a target to strengthen its agri-business initiatives by supporting 4,000 Farmer Producer Organisations (FPOs) through its ITCMAARS (Meta Market for Advanced Agricultural Services) platform by 2030, according to a Moneycontrol report. This initiative aims to enhance the livelihoods of nearly 10 million farmers by leveraging advanced technology to improve efficiency, market access, and financial services.

Currently, ITCMAARS has registered 1,700 FPOs, representing over 1.5 million farmers across 10 states. S Ganesh Kumar, CEO of ITC's agri-business division, highlighted the company's intent to expand the platform's reach to additional value chains such as fruits, vegetables, and spices. "Our ambition is to take 1,700 FPOs to 4,000. We want to extend its capabilities across diverse value chains," Kumar said in an interview with Moneycontrol.

Launched in 2022, ITCMAARS operates as a 'phygital' (physical + digital) ecosystem, combining personalised advisories with digital tools to transform farming practices. Through its e-marketplace, farmers can sell their produce with greater freedom and access a wide array of predictive and prescriptive advisory services powered by AI.

Tangible Benefits for Farmers

ITC claims that ITCMAARS has enhanced the income and productivity of farmers. Registered farmers have reported a 30% increase in returns, a 15-20% improvement in crop yields, and a 10-15% reduction in fertiliser usage. The platform has also enabled climate-smart practices such as Broad Bed Furrow planting, drone usage, and innovative farming techniques.

Additionally, ITCMAARS facilitates access to financial services and connects farmers with agri-tech startups, broadening their resources to embrace sustainable and profitable farming practices. Notably, 40% of ITC's agri-procurement, including wheat, is sourced through ITCMAARS in the states where the platform is operational.

Crop Diversification

To further enhance farm incomes, ITC is promoting crop diversification under its Value-Added Agri Products (VAAP) portfolio. Farmers are being encouraged to cultivate crops such as Ashwagandha and Kalonji, which offer higher returns and are more resilient to climate risks.

Through its Medicinal and Aromatic Plant Extracts (MAPE) initiative, ITC has studied 13 medicinal and aromatic plants, including Shatavari, Licorice, Kalmegh, Gudmar, Moringa, and Lemongrass, to standardise farming practices and improve economic viability.

Agri-Business Leadership

ITC's agri-business division, which is already the second-largest wheat procurer in India, continues to solidify its position through strategic initiatives like ITCMAARS. The company is focused on leveraging advanced technology to empower farmers. ITC has a clear roadmap to reach 4,000 FPOs and integrate millions more farmers into its tech-driven ecosystem by 2030.