India: ITC to launch app for Indian farmers

Date: 2022.05.02

Business conglomerate ITC is set to launch the ‘ITC MAARS’ app, which seeks to offer a wide range of agricultural solutions to farmers, while creating new revenue streams and providing better markets for advanced agriculture and rural services.

The company said that the app is set to benefit around 10 million farmers across multiple crop clusters.

The company is also collaborating with farmers to develop robust models for value-added segments, such as better quality and organic chillies, mango pulp traceable to farms, specialty coffee certified for fair trade, wheat flours, and medicinal and aromatic plant extracts.

“ITC MAARS is a transformative business model, a very creative monetization model which will be built on the strength of e-Choupal 4.0. The physical aspects, whether it’s the demonstration farms, the lead farmers and the information highway connecting all the players come from the e-Choupal. ITC MAARS will provide better markets for advanced agriculture and rural services,” Sanjiv Puri said during an investor meeting.

Read more here.

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