Context:
The $8 billion in revenue, diversified ITC Ltd. is keen on 10 million farmers across 4,000 farmer producer organisations (FPOs) in the country accessing its Meta Market for Advanced Agriculture and Rural Services (MAARS) by 2030.
Highlights:
- According to an official release, the diversified ITC company has set a target of about 10 million farmers through 4,000 farmer producer organisations (FPOs) in India.
Features of the app:
- ITCMAARS can be defined as a phygital ecosystem that would offer services amongst farmers through customized advisory on crops and weather, access to seeds and fertilizers, price information in mandis, and bank linkages.
- The super app also hosts Krishi Mitra, which happens to be the Gen-AI voice assistant for the farmers.
Phygital environment – crop-agnostic hyperlocal services for rich farm income and climate change practices.
Objective:
- This initiative has been initiated under e-choupal to further strengthen the bonds with farmers.
- ITC launches Metamarket for Advanced Agriculture and Rural Services or ITCMAARS for offering innovative agri solutions.
- Other external partners offering services such as soil testing, local weather information, and drones.
Way Forward:
- The company plans to penetrate other value chains like fruits, vegetables, and spices as part of expanding the ITCMAARS.
- Crop insurance is to be included as a new service in the list.
