ITC MAARS (Meta Market for Advanced Agricultural Rural Services) is an innovative phygital platform designed to connect over 4,000 Farmer Producer Organizations (FPOs) with the goal of benefiting 10 million farmers by the year 2030. This platform provides a range of personalized services, including crop insurance, climate-resilient agricultural practices, weather advisories, and access to credit.
As of now, approximately 1.7 million farmers, represented by around 1,700 FPOs, are already connected to the ITC MAARS network. This growing community illustrates the platform's commitment to enhancing agricultural productivity and farmer welfare.
ITC MAARS is not resting on its laurels; it has plans to expand its reach further into several key states in India, specifically targeting Madhya Pradesh, Rajasthan, Haryana, Punjab, and Bihar. This strategic expansion aims to deepen the platform's impact and support for local farmers.
The platform offers a variety of essential services tailored for farmers. These include:
FPOs play a crucial role in the ITC MAARS ecosystem, acting as the backbone that enables farmers to access financial services, obtain input supplies, and market their produce through a centralized network. This structure enhances the overall efficiency and effectiveness of agricultural practices.
Since its inception, ITC MAARS has made significant strides, including:
ITC’s agribusiness division has shown impressive growth, generating ₹16,124 crore in FY24, which constitutes nearly one-fifth of the company’s overall sales. This highlights the significant economic impact of the agribusiness sector within ITC.
ITC MAARS is committed to sustainability and innovation in agriculture. The platform promotes climate-smart agricultural practices, soil conservation, and water stewardship. Additionally, it encourages the use of drones and resilient crop varieties, aiming to enhance yields and improve farmers' incomes.
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