ITC Ltd. is aiming to have 10 million farmers across 4,000 farmer producer organizations (FPOs) access its Meta Market for Advanced Agriculture and Rural Services (MAARS) by 2030. Currently, about 1.7 million farmers with 1,700 FPOs use ITCMAARS, a phygital ecosystem with a super app that offers services such as customized crop advice, seed and fertilizer access, and market information. The company is strengthening its partnership with start-ups, research institutions, and other service providers to enhance the ecosystem. ITCMAARS is expected to be scaled up to 4,000 FPOs, with plans to expand into new value chains such as fruits, vegetables, and spices. The company also plans to introduce crop insurance services. ITC currently procures agricultural commodities from 22 states, with a focus on traditional crops like wheat, paddy, and maize. The company’s initiatives have led to higher prices for farmers and the introduction of smart practices like drone use and water stewardship.
