Through ITCMAARS, the conglomerate blends digital intelligence, agentic AI, and on-ground engagement to drive climate-smart farming, operational efficiency for FPOs, and sustainable rural growth at scale

In a bold step toward transforming Indian agriculture through cutting-edge technology, ITC Ltd is expanding its AI-powered agricultural ecosystem, bringing digital intelligence to farmer-producer organisations (FPOs), organic cultivators, and rural communities nationwide.

Spearheaded by Chairman Sanjiv Puri, this initiative forms a cornerstone of ITC’s “Next Gen Agriculture” vision, aimed at empowering smallholder farmers with modern technological solutions. Drawing on a century-long engagement with India’s agricultural sector, the company plans to reach 10 million farmers through ITCMAARS—a phygital ecosystem that fuses digital solutions with human expertise on the ground.

ITCMAARS offers a full-spectrum Farming-as-a-Service (FaaS) platform, featuring a superapp designed for small farmers alongside a dedicated app for FPOs. From crop planning and climate-smart advisories to production support, input linkages, procurement assistance, and market access, the platform delivers intelligent solutions at every stage of farming operations.

In its next phase, ITCMAARS will leverage Generative AI and Agentic AI technologies to strengthen its community platform. An AI-powered digital assistant and automated workflows are being introduced to provide near real-time responses to farmers’ queries, complementing expert guidance and enabling faster, more precise decision-making. A specialised AI advisory platform for organic farming is also in development, offering tailored recommendations to support sustainable cultivation practices.

For FPOs, AI integration will enhance operational efficiency, streamline management, and accelerate growth, benefiting the more than 2,100 FPOs currently within ITCMAARS’ network.

Since its launch in 2022, ITCMAARS has evolved into a robust digital and AI-driven marketplace across 11 States, impacting over 22 lakh farmers. Early results show reductions of 10–15 per cent in fertiliser usage, yield improvements of 15–20 per cent, and an overall increase in farm incomes of around 25 per cent—demonstrating tangible benefits of the platform.

As global leaders gather at Bharat Mandapam in New Delhi for the India AI Impact Summit 2026, ITCMAARS exemplifies how artificial intelligence can create inclusive, grassroots solutions. The initiative embodies India’s guiding principle of “Sarvajan Hitaya, Sarvajan Sukhaya” (Welfare for All, Happiness for All), translating technology into meaningful progress for communities.

“ITC’s Next Generation Agriculture initiative, powered by ITCMAARS, is a comprehensive, crop-agnostic phygital model that empowers small farmers to address challenges from climate change to market access,” said S Ganesh Kumar, Divisional Chief Executive, Agri Business, ITC Ltd.

By blending AI innovation with hands-on support, ITC is not just digitising agriculture—it is building a resilient, inclusive rural economy that thrives on both knowledge and technology.