ITC Launches Innovative App to Provide Crop Advisory & Financial Services To Bengal Farmers

In a bid to revolutionize the agricultural landscape in West Bengal, ITC Limited unveiled its cutting-edge mobile application, ITCMAARS (Metamarket for Advanced Agriculture and Rural Services), on the concluding day of the Bengal Global Business Summit (BGBS). The app, launched by ITC Chairman Sanjiv Puri, aims to provide comprehensive crop advisory, market access, and financial services to farmers in the region.

The ITCMAARS application, available in Bengali, is set to leverage world-class technologies and services through collaborations with leading players in the agricultural sector, financial institutions, research institutes, and technology firms. Sanjiv Puri emphasized that this initiative is a significant step towards empowering farmers by offering them a digital platform that caters to their diverse needs.

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Expressing ITC's commitment to the agricultural community, Puri stated that the goal is to reach out to five lakh farmers over time. ITC's agri business already boasts a substantial presence in West Bengal, actively engaging with nearly 1.7 lakh farmers. The company has been instrumental in introducing new crop varieties, promoting crop development to enhance quality and yield, and providing crucial advisory and support services.

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The ITCMAARS app is poised to become a one-stop solution for farmers, bridging the gap between technology and agriculture. By integrating crop advisory services, market access, and financial tools, the application aims to empower farmers to make informed decisions, optimize their yields, and enhance overall agricultural productivity.

The launch of this app aligns with the broader vision of leveraging digital solutions to transform traditional farming practices, making them more efficient and sustainable. ITC's initiative not only reflects its commitment to technological innovation but also underscores its dedication to the socio-economic upliftment of farmers in West Bengal. As the agricultural landscape embraces digital transformation, the ITCMAARS app stands as a beacon of progress, heralding a new era for farmers in the region.

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