As a tribute to the Indian farmer, ITC, with a century-long association with Indian agriculture, launched ‘Mitti Mera Desh – Tales from the Heartland’, a storytelling initiative that brings to life authentic, human-centred success stories of farmers.
Photo IANS
On the occasion of Kisan Diwas 2025, ITC on Tuesday reaffirmed its commitment to contribute meaningfully to India’s agricultural transformation in alignment with the Viksit Bharat 2047 vision.
As a tribute to the Indian farmer, ITC, with a century-long association with Indian agriculture, launched ‘Mitti Mera Desh – Tales from the Heartland’, a storytelling initiative that brings to life authentic, human-centred success stories of farmers.
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The campaign is anchored on ITC’s Climate Smart Agriculture (CSA) programme that strives to address the environmental and social impacts of climate change and strengthen the resilience of the Company’s agri-value chains.
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The ‘Mitti Mera Desh’ series draws inspiration from the Union Government’s ‘Meri Maati Mera Desh’ initiative, launched in 2023 as part of the Azadi ka Amrit Mahotsav celebrations.
To spotlight ITC’s contributions to building climate resilience in agriculture, the series captures grassroots narratives that reflect the lived experiences of farmers and the tangible impact of ITC’s interventions across the agri value chain.
ITC’s Climate Smart Agriculture (CSA) interventions seek 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.
The programme covers crops such as wheat, rice, soybean, onion, fruits, and spices, and promotes practices like zero tillage, direct-seeded rice, raised-bed planting, mulching, and alternate wetting and drying, among others.
To reduce water use in farming, the Company promotes crop and area-specific agronomic and micro-irrigation techniques like micro-irrigation, wider spacing, trash mulching, across crops like paddy, sugarcane, wheat, soybean and fruits and vegetables.
During 2024-25, the CSA initiative has benefitted 1.2 million farmers across nearly 3.2 million acres in 19 states, with a 2030 target of 4 million acres.
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