The third largest food company in India has taken out an advertising campaign focused on farmers. This though is not just a campaign, says Mr. They can adopt solutions that are progressive and sustainable.
Moreover, the company has greened over 6,80, acres and brought soil and moisture conservation to over 9,00, acres. The company has set an ambitious goal of achieving a turnover of rupees one lakh crore from its new FMCG businesses by It is therefore a given that the sustainability efforts will need to be scaled up too. With the e-Choupal as the centre, ITC has implemented an end-to-end rural development programme, expanding and growing in areas like sustainable agriculture, watershed development, animal husbandry, and afforestation, thus preserving and replenishing precious environmental resources.
Through the e-Choupal, ITC has been sourcing high-quality, identity-preserved agricultural raw material directly from the farmers and manufactures products according to consumer preferences. There is however no written contract with the farmers and they are free to transact at will and sell to whoever they choose and ITC stands as a willing buyer of the produce. ITC has implemented over the last 4 years, an integrated pilot programme christened Baareh Mahine Hariyali to double farmer incomes in 4 districts of Uttar Pradesh reaching out to nearly 2,00, farmers.
More than 30, farmers have already experienced doubling of incomes. The journey though is still in its nascent stages, ITC plans to continue on this path through a strategy it calls responsible competitiveness. All rights reserved. On: October 1, Reference- ET.
