On the occasion of Kisan Diwas 2025, ITC launched a new storytelling initiative titled ‘Mitti Mera Desh – Tales from the Heartland’ to celebrate the resilience of Indian farmers and showcase the impact of its Climate Smart Agriculture (CSA) programme .
The campaign brings to life authentic, human-centred stories of farmers who have adopted climate-resilient practices, turning challenges into opportunities. It draws inspiration from the Government of India’s ‘Meri Maati Mera Desh’ initiative, launched in 2023 as part of the Azadi ka Amrit Mahotsav celebrations, and aligns with the national Viksit Bharat 2047 vision .
Empowering Farmers Through Climate Smart Agriculture
ITC’s CSA programme is central to the campaign. It aims to de-risk farmers from climate change and erratic weather by promoting regenerative agriculture, climate-resilient crop varieties, improved agronomy, mechanisation, and nature-based solutions .
During 2024-25, the CSA initiative benefited 1.2 million farmers across nearly 3.2 million acres in 19 states . The programme covers key crops such as wheat, rice, soybean, onion, fruits, and spices .
Farmers are encouraged to adopt sustainable practices including:
- Zero tillage and direct-seeded rice to reduce labour and water use
- Raised-bed planting and mulching to improve soil health
- Alternate wetting and drying to conserve water in paddy cultivation
- Micro-irrigation and trash mulching to enhance water efficiency across crops like sugarcane and horticultural produce
Climate Smart Villages: A Holistic Approach
ITC’s Climate Smart Village (CSV) model currently covers 7,000 villages across 12 states . The CSV framework integrates Climate Smart Agriculture, Natural Resource Management, Livelihood Diversification, and Institutional Support to enhance resilience at the community level .
Soil health is a key focus area, with initiatives including tank silt application, composting, site-specific nutrient management, and biofertiliser promotion to improve soil organic carbon .
Inclusive Growth and Gender Empowerment
The CSA programme also focuses on gender inclusivity. In 2024-25, over 1.8 lakh women accessed scientific and technological best practices through Women Farmer Field Schools, Krishi Sakhis, and Women Agri Business Centres .
Digital Agriculture and ITCMAARS
ITC is also driving NextGen Agriculture through ITCMAARS, a ‘phygital’ platform that integrates agri-tech adoption, market access, financial inclusion, and advisory services. The ecosystem currently supports over 2.2 million farmers, 2,050 FPOs, and 100+ partners across 11 states, with a target of reaching 10 million farmers by 2030 .
ITCMAARS leverages AI/ML-driven crop advisories, IoT services, drone technology, and Krishi Mitra, a Gen AI voice chatbot delivering personalised guidance in regional languages .
A Nation-First Storytelling Approach
‘Mitti Mera Desh’ is part of ITC’s broader ‘Nation First’ narrative, following earlier campaigns such as Desh Ek Raag and Desh: Inn Haathon Se Ban Raha Bharat . Through these efforts, ITC reinforces its century-long association with Indian agriculture, using storytelling to highlight resilience, innovation, and sustainable growth in the farming sector.
