ITC Revolutionizes Farming in Bengal with Cutting-Edge Crop Advisory App

Through the ITCMAARS app, farmers can access high-quality seeds, fertilizers, and other essential agriculture information. Additionally, it provides a platform for connecting farmers directly with markets, ensuring better price realization for their crop production.

On the last day of the Bengal Global Business Summit (BGBS), ITC Limited showcased its cutting-edge mobile application, ITCMAARS (Metamarket for Advanced Agriculture and Rural Services). The app, which was launched by ITC Chairman Sanjiv Puri, intends to give complete agricultural guidance, market access, and financial services to farmers.

This app aims to empower Bengali farmers by providing personalized and hyperlocal crop advisories, access to quality inputs, market linkages, and pre-approved loans.

Through agreements with key agricultural players, financial institutions, research institutes, and technology corporations, the ITCMAARS application, which is available in Bengali, is expected to use world-class technologies and services. According to Sanjiv Puri, this effort is a huge step toward empowering farmers by providing them with a digital platform that fulfils their different needs.

Highlights of ITC’s MAARS Crop Advisory App

AI-Driven Crop Advisories: The MAARS app leverages artificial intelligence and machine learning to offer real-time, location-specific crop advisories. Farmers receive personalized recommendations on planting, irrigation, pest control, and harvesting based on their specific needs and local conditions.

Financial Services: MAARS facilitates pre-approved loans for farmers, enabling them to invest in their crops and agricultural activities. This financial support enhances productivity and overall farm income.

Quality Inputs and Market Linkages: Through the app, farmers can access high-quality seeds, fertilizers, and other essential inputs. Additionally, it provides a platform for connecting farmers directly with markets, ensuring better price realization for their produce.

Agri-Business Impact: ITC believes that the MAARS app has the potential to become a significant segment of its agri-business. By accelerating the adoption of advanced technologies, ITC aims to create a new and scalable revenue stream while benefiting farmers.

Wide Reach: Currently accessible by 40,000 farmers across seven states, the MAARS app aims to engage and empower a network of vibrant Farmers Producer Organizations (FPOs). ITC’s goal is to involve and empower 4,000 FPOs, representing approximately one crore farmers over time.

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Sanjiv Puri, ITC’s Chairperson and Managing Director, emphasized the company’s commitment to agricultural transformation. He stated that higher production levels, competitive agri value chains, crop diversification, and food processing are essential to meet the growing demand for food.

Puri remarked that ITC's commitment to the agricultural community is to reach out to five lakh farmers over time. ITC's agribusiness already has a presence in West Bengal, where it works with roughly 1.7 lakh farmers. The company has been instrumental in the introduction of new crop varieties, crop development, and provision of vital advisory and support services to improve quality and yield.

Through the MAARS app, ITC is taking a crucial step toward sustainable and technology-driven agriculture, ensuring the well-being of farmers and the future of Indian agriculture. The ITCMAARS app is an example of progress, indicating towards a new era for farmers in the region as the farmers community welcomes the digital revolution.