ITC Limited will spearhead ITC MAARS super app to boost its agricultural business – as reported by PTI.

Read: June 2022 Issue of Food InfoTech Magazine.

Sanjiv Puri, Chairman and Managing Director of ITC Limited told a virtual news conference that the super app will empower farmers by providing them with access to modern tools, right quality of inputs at right prices, besides market and financial linkages.

He said with farmers having fragmented holdings of land, the app will empower them, adding that presently the company has started with 200 farmers producer organisations (FPOs) involving 40,000 farmers.

The platform, a ‘phygital’ ecosystem provides farmers with AI/ML driven value-added personalised and hyperlocal crop advisories, such as customised ‘Crop Calendar’ for scientific planning of crop cycles, ‘Crop Doctor’ for real-time resolution of crop infestation, access to inputs, market linkages, real-time soil testing, precision farming, among others.

As part of an aggregator model,  makes available allied services like pre-approved loans through partners. Over time, it will also provide insurance, among other digitally-enabled rural services.

“Our target is to touch 4000 FPOs and ten million farmers. The farmers can sell their produce to the FPOs or mandi or to a buyer like ITC”, he said.

Puri said MAARS can play a transformative role in the farming community.

Regarding the FMCG vertical, he said the sector is estimated to grow to Rs five lakh crore by 2030. “ITC will grow faster than the industry in this segment”, he added.

To a query, Puri said there are many dimensions of synergy that ITC can leverage on and right decisions will be taken at the right time.

The company will invest Rs 300 crore at its personal care product manufacturing plant at Uluberia in West Bengal, the ITC Infotech building in New Town will be ready by end of the year.

Also Read: ITC’s Dairy Business to Focus on Expanding Milk Sourcing Base in West Bengal and Bihar.

To a query, he said listing of ITC Infotech will be done at an appropriate time. Puri said for all practical purposes, the company had made an exit from lifestyle retailing business.

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