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ITC Expands AI Services to Empower 10 Million Farmers and Rural Communities

ITC Limited is significantly expanding its artificial intelligence services to support a larger network of Farmer Producer Organisations and organic farmers. The initiative leverages the company's ITCMAARS "phygital" ecosystem, combining digital tools with on-ground support to reach 10 million farmers. The platform uses generative AI and agentic workflows to provide real-time advisories on weather, crop management, and market access in multiple languages. These integrated AI features have already contributed to reduced fertilizer usage and improved crop yields for participating farmers.

Key Points: ITC AI Expansion for Rural Farmers & Organic Farming

  • AI expansion for FPOs & organic farmers
  • Phygital ecosystem ITCMAARS
  • AI tools for crop planning & disease diagnosis
  • Aligns with Bharat VISTAAR proposal
2 min read

ITC to expand AI services for rural communities and organic farmers

ITC deploys generative AI to expand its digital agri-stack, aiming to reach 10 million farmers with climate-smart advisories and market access.

"Our AI strategy in agriculture focuses on orchestrating a multi-stakeholder inclusive ecosystem that aims to enhance efficiency at every node of farming operation - S Ganesh Kumar"

New Delhi, February 18

ITC Limited plans to extend its artificial intelligence innovations to a larger network of Farmer Producer Organisations, organic farmers, and rural communities. This initiative is part of the company's strategy to reach 10 million farmers through its ITCMAARS "phygital" ecosystem, which combines digital tools with on-ground human support.

The company is deploying generative AI and agentic AI capabilities to transform its digital platform into a connected agri-stack. These tools are designed to improve the efficiency of FPO operations and provide specific advisory services for organic farming. ITC states that its AI strategy focuses on creating an inclusive ecosystem that enhances efficiency at every stage of farming, from crop planning to market discovery.

S Ganesh Kumar, Divisional Chief Executive, Agri Business, ITC Ltd, said, "Today, ITC's Next Generation Agriculture initiative is powered by the ITCMAARS, a full range crop-agnostic 'phygital' model that aims to democratize the access of latest technologies for small farmers, helping them win over critical challenges of climate change, crop management and market access."

ITC is also using AI to facilitate real-time knowledge exchange among rural communities. An AI-driven digital assistant and agentic workflows will be used to resolve a large percentage of community questions. This technology acts as a complement to human expert advice.

Kumar stated, "Our AI strategy in agriculture focuses on orchestrating a multi-stakeholder inclusive ecosystem that aims to enhance efficiency at every node of farming operation from crop planning, climate-smart advisories, production, input linkages, procurement and market discovery."

The ITCMAARS platform already includes several AI-enabled features like Krishi Mitra, Crop Calendar, and Crop Doctor. Krishi Mitra is an AI co-pilot available in eight languages that answers farmer queries on weather, prices, and government schemes. The Crop Calendar helps farmers plan cycles for 53 crop varieties, while the Crop Doctor uses image analytics to diagnose plant diseases. These integrated initiatives have reportedly led to a 10-15 per cent reduction in fertiliser usage and a 15-20 per cent improvement in crop yields.

ITC's efforts align with the Indian government's "Bharat VISTAAR" proposal, which seeks to provide farmers with real-time advisories in native languages. The company's model also uses machine learning for crop sourcing and climate modelling to understand yield impacts from climate change. Kumar noted, "We are continuously innovating and forging new partnerships to progressively enhance the scope of AI applications for diverse agri stakeholders and specific farming needs."

- ANI

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Reader Comments

R
Rohit P
Good to see a corporate giant like ITC investing in rural tech. The 'phygital' model is key - you can't just throw an app at farmers and expect success. The human support on the ground is crucial, especially for older generations who aren't tech-savvy.
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Arjun K
While the intent is noble, I have my doubts. Many such digital agriculture projects fail because of poor internet connectivity in villages. What's the point of an AI assistant if you can't load it? ITC needs to ensure robust offline capabilities first.
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Sarah B
The focus on organic farming is particularly encouraging. As global demand for organic produce rises, our farmers need the right tools to compete. AI-driven advisories specific to organic methods could really help improve quality and yields sustainably.
K
Karthik V
The 10-15% reduction in fertilizer usage is a huge win for both farmer economics and the environment. If scaled to 10 million farmers, the impact on soil health and water tables could be significant. Aligning with Bharat VISTAAR is also a smart move.
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Meera T
I hope the data collected from farmers is used ethically and they retain ownership. There's always a risk with big companies. The benefits are clear, but we must ensure this empowers farmers and doesn't just create dependency on a corporate platform.

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