In a bold move to future-proof India’s agricultural economy, ITC Ltd. has extended the reach of its agri-tech platform ITCMAARS to more than 2.1 million farmers across 11 states, anchoring what could be the largest private-sector-led digital transformation of Indian agriculture.

Launched as the Metamarket for Advanced Agriculture and Rural Services, ITCMAARS is more than just an app—it is a crop-agnostic, full-stack ecosystem designed to optimise agri supply chains, improve procurement efficiency, and generate rural value at scale. It now operates through 2,050+ farmer producer organisations (FPOs) and collaborates with over 100 ecosystem partners, including banks, agri-input firms, ICAR, and agri-tech startups.

At the platform’s core is the ITCMAARS super app, available in eight Indian languages, offering everything from climate-smart advisories and soil nutrition insights to AI/ML-powered crop recommendations and satellite imagery tools. It also includes KrishiMitra, ITC’s flagship voice-enabled assistant—described by the company as the world’s first GenAI-based chatbot for agriculture.

What sets ITCMAARS apart is its deep integration of physical and digital infrastructure. Farmers on the platform gain access to drones, nano-fertilisers, biological inputs, quality assaying systems, and formal credit—delivered through FPOs and hyperlocal partners. This blended approach helps tackle two of rural India’s biggest bottlenecks: last-mile access and real-time agri-intelligence.

By marrying technology, trust, and territorial reach, ITCMAARS is attempting what few have: building a scalable, inclusive agri-stack rooted in farmer ownership and ecosystem convergence. As India pushes toward doubling farm incomes and greening its agri-value chains, platforms like ITCMAARS could well be the blueprint for what the next rural revolution looks like.