Archive · 23 Jan 2026
ITC Scales Up Phygital Platform ITCMAARS for Agri-Business Growth
ITC, a big company that buys lots of farm products in India, is using a special digital platform called ITCMAARS to help farmers.
This platform combines physical and digital tools to give farmers advice on growing crops, using the right inputs, and selling their produce.
It connects over 2.2 million farmers and 2,180 Farmer Producer Organizations (FPOs).
The platform helps farmers grow better crops, earn more money, and use modern farming technologies.
ITC is also focusing on high-value crops like spices, coffee, and aqua produce, and has introduced over 50 climate-smart crop varieties.
They aim to expand this program to 4 million acres by 2030.
ITC has scaled up its phygital platform ITCMAARS to include 2,180 FPOs and 2.2 million farmers, providing crop advisories and market access.
The platform operates in 11 states, supports 8 languages, and integrates with agri-tech startups and financial institutions.
ITC promotes climate-smart agriculture with 50 new crop varieties and aims to cover 4 million acres by 2030.
The company focuses on high-value crops like spices, coffee, and aqua produce, with a new state-of-the-art spices processing facility in Guntur.
ITC procures around 4 million tonnes of agri produce annually, addressing both internal and external market demands.
- Who
- ITC, a major private procurer of agricultural commodities in India
- What
- Scaling up the phygital platform ITCMAARS to boost smart agricultural practices and farmer connectivity
- When
- Currently operational and expanding
- Where
- Operational in 11 states across India
- Why
- To promote high-value agricultural produce, enhance farmer incomes, and adopt climate-smart agriculture practices
- Platform Name
- ITCMAARS
- FPOs Covered
- 2,180
- Farmers Reached
- 2.2 million
- States Operational
- 11
- Languages Supported
- 8
- Climate Smart Varieties Introduced
- 50
- Acres Covered by Climate Smart Program
- 3.1 million
- Target Acres by 2030
- 4 million