Rajasthan, February 10, 2026: AB InBev India celebrated the 6th edition of Barley Growers Day in Chomu, Rajasthan, reaffirming its long-term commitment to strengthening India’s domestic barley ecosystem. As part of this effort, the company announced plans to procure over 16,000 tonnes of domestically grown barley in 2026, aimed at enhancing sourcing resilience and deepening farmer market linkages.
The event was held in the presence of Jhabar Singh Kharra, Honourable Minister for Urban Development & Self-Governance, Government of Rajasthan, and brought together more than 400 progressive barley farmers, along with agronomists, research experts, supply-chain partners and policymakers.
Through its flagship SmartBarley programme, AB InBev India currently engages with over 2,000 barley farmers across Rajasthan, Haryana and Uttar Pradesh. In India, the programme is structured around three core pillars—farmer skill development, digital connectivity and financial empowerment—and has been delivering measurable outcomes for nearly a decade.
Commenting on the initiative, Ingrid De Ryck, Chief Sustainability Officer, AB InBev, said, “SmartBarley reflects how sustainability comes to life at AB InBev, through strong local partnerships, innovative agriculture practices and a deep commitment to farmers’ livelihoods. We are grateful to our farmer partners for their leadership and openness to innovation. By investing in skills, connectivity and sustainable agriculture practices, we are helping farmers build resilience while advancing our global ambition to source high quality ingredients and strengthen agricultural ecosystems for the long term.”
The Barley Growers Day featured R&D field trials, expert-led knowledge sessions and recognition of farmers demonstrating leadership in sustainable and regenerative agriculture practices. The discussions highlighted the growing importance of malt-quality domestic barley for India’s agri and beverage value chains, particularly in the context of climate variability and supply-chain volatility.
AB InBev India has been working with barley farmers since 2009, with the SmartBarley framework formally launched in 2016. The company stated that it plans to expand the programme into new regions, increase per-farmer land allocation to malt-quality barley and strengthen long-term farmer partnerships.
“We thank our farmer partners for their trust and adoption-led regenerative practices. Their partnership is what turns ambition into measurable outcomes and builds the resilient barley supply chains of the future,” said Arun Jacob Mathews, Director – Procurement & Sustainability, AB InBev India. “We have proven that when farmers are equipped with regenerative agriculture practices and timely insights, they build the resilient supply chains of the future.”
As part of its broader focus on farmer well-being, AB InBev India is also supporting a vision care intervention for barley farmers in Rajasthan in partnership with VisionSpring Foundation. The initiative includes vision screenings and prescription eyeglass provision for over 400 farmers in Chomu, addressing vision-related challenges that affect productivity and safety in agriculture.
Barley Growers Day 2026 forms part of AB InBev’s global ‘Cheers to Farmers’ platform, reinforcing the role of resilient agricultural systems in supporting sustainable business growth and long-term outcomes for farmers and the wider agri-economy.
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