Agriculture remains the backbone of India’s economy, yet smallholder farmers continue to grapple with structural challenges, low productivity, and market access barriers. Recognizing these issues, Kellanova South Asia, in collaboration with the Sambhav Foundation, launched the ‘Seed-to-Mouth’ initiative in January 2024. This program aims to enhance maize productivity and improve the livelihoods of marginalized farmers in Maharashtra and Karnataka through sustainable agricultural interventions.
In this exclusive interview, Amit Kumar Baveja, Senior Director - Supply Chain at Kellanova South Asia, sheds light on how the initiative equips farmers with better inputs, training, and access to government schemes to drive long-term agricultural sustainability. He discusses the tangible impact observed since the program’s inception, including increased yields, improved soil health, and enhanced incomes. Baveja also shares insights on Kellanova’s collaborative approach with research institutions, the scalability of the initiative, and how corporate-led agricultural programs can align with government efforts to create a lasting impact.
Join us as we explore how Kellanova’s commitment to sustainable agriculture is not just transforming crop productivity but also empowering farming communities for a resilient future:
Q. Please tell us about the “Seed-to-Mouth” initiative – what are the key techniques and interventions used in it to enhance maize productivity and sustainability?
A. Agriculture is a crucial pillar of the Indian economy, yet structural challenges hinder its full potential. Maize production in India stands at approximately 38 million tonnes, but productivity remains below the global average. The sustainable farming protect in India, we named ‘Seed-to-Mouth’ initiative, was launched in January 2024 in collaboration with the Sambhav Foundation aims to enhance the livelihoods of marginalized maize farmers through sustainable agricultural interventions. The project’s primary goal was to equip farmers with improved agricultural inputs, technical knowledge, and linkages to government schemes, ensuring higher yields, subsidised reduced production costs, and increased incomes. A key component of this initiative was empowering farmers with the tools and knowledge to adopt sustainable farming practices that can address both immediate productivity challenges and long-term economic stability. Farmers were supported with inputs such as seeds, fertilisers, pesticides, bioagents, micronutrients and herbicides. The project also facilitated government scheme linkages, with seven schemes including the Pradhan Mantri Kisan Samman Nidhi (PM-Kisan),Pradhan Mantri Fasal Bima Yojana (PMFBY), Pradhan Mantri Krishi Sinchayee Yojana, eNam, Soil Health Card, PM Vishwakarma Yojana and CM Laadki Bahin Scheme (in Sangli) to maximise their access to benefit.
Q. Since the program’s launch in January 2024, what tangible improvements have you observed in terms of yield, soil health, and farmer incomes?
A. The intervention aimed to improve maize productivity and enhance the livelihoods of farmers through better training, input usage, and crop management practices. The average yield per acre for maize increased significantly after the intervention. On average, maize yields improved by 15%. Simultaneously, seeing an increase in income: and not call out of 15.5% average etc. 99% of farmers followed the training instructions, for seed treatment and pest management.
In some villages, especially Dhulgaon and Kupakaddi, the availability of irrigation led to a shift towards more lucrative cash crops such as sugarcane, grapes, and papaya, reducing the area under maize cultivation. The program has directly benefited 700 farmers across Sangli, Maharashtra and Vijayapura, Karnataka.
Q. Beyond increasing yield, how is the initiative transforming the livelihoods of marginalized maize farmers in Sangli and Vijayapura? Could you share any personal success stories or case studies?
A. The Seed to Mouth Project has profoundly impacted the farming communities in Sangli and Vijayapura, demonstrating significant improvements in maize cultivation practices and farmer livelihoods. As per farmers’ reports in the endline forms, maize quality has improved with higher cob coverage and bigger size of grain. Adoption of the Package of Practices (PoP), improved input usage, and training sessions have equipped farmers with the knowledge and resources to boost productivity. Despite challenges such as erratic rainfall, documentation issues, and logistical barriers, the program has laid a strong foundation for sustainable agricultural practices. Farmers' yields have visibly increased, and grain quality has improved.
One such success story is that of Mr. Ajit Chaughule, a farmer from Agran, Dhulgaon. He shares: “For the past 15 years, I followed traditional farming practices. With support from the Sambhav Foundation and Kellanova on soil, water, and pest management, I planted maize for the first time. By incorporating these new practices, I expect my yield to increase by 20 to 25% this year.”
Q. How is Kellanova leveraging partnerships with the Sambhav Foundation and local agricultural research bodies to develop region-specific, sustainable farming solutions?
A. Kellanova collaborates with Sambhav Foundation, Agriculture Research Station (ARS) Sangli, and Krishi Vigyan Kendra (KVK) Vijayapura to implement region-specific sustainable farming solutions.
- Sambhav Foundation facilitates farmer mobilization, training, and input distribution
- ARS & KVK provide expertise in soil health management and GAP, tailored to local conditions
These partnerships also help link farmers to government schemes and direct market opportunities, ensuring long-term financial stability and resilience
Q. Given the environmental and market challenges farmers face, what steps does the initiative take to ensure long-term sustainability and better market access for their produce?
A. Documentation issues such as farmers lacking required documents like land records, delays in verification processes, and logistical delays in accessing enrollment centres hindered scheme enrollment and input distribution. For govt schemes too – Awareness was high across schemes, but enrollment challenges such as limited access to digital platforms and lack of documentation persisted for PM Fasal Bima Yojana, e-NAM, and PM Krishi Sinchayee Yojana. The initiative ensures long-term sustainability and improved market access through a multi-faceted approach. By promoting Good Agricultural Practices (GAP) and reducing aflatoxin levels, farmers produce higher-quality maize with better market value. Soil health is enhanced through testing and tailored interventions, ensuring long-term productivity. Farmers receive subsidized high-quality inputs, training in eco-friendly practices, and support in accessing government schemes for financial stability.
Q. With plans to expand in 2025, what key learnings from the initial phase will guide this expansion? Do you see the possibility of the replication of this program in other states through partnerships and knowledge sharing?
A. The 2025 expansion will build on key insights from the initial phase, such as the effectiveness of Good Agricultural Practices (GAP) in improving yields, the role of soil health management in sustainability, and the prospective benefits of direct market linkages in boosting farmer incomes. Strengthening access to government schemes has proven essential for financial resilience, while continuous on-field engagement has driven the adoption of improved techniques. This year we are planning to continue with 2 crop cycles vs one to continue to benefit deepening the engagement with more farmers in same district we feel is better. strategic partnerships with agricultural bodies and NGOs. By maximizing knowledge-sharing platforms and collaborating with stakeholders, the model can be adapted to diverse farming conditions, ensuring broader impact.
Q. Apart from the “Seed-to-Mouth” initiative, what other agricultural programs has Kellanova undertaken in India to support farmers or increase agricultural productivity?
A. Apart from the “Seed-to-Mouth” initiative, Kellanova has undertaken several agricultural programs in India in collaboration with Techno Serve to support farmers and enhance agricultural productivity. Through this partnership, smallholder farmers have been trained in climate-smart agricultural practices and kitchen gardening, enabling them to adopt sustainable techniques that improve their yields and resilience to environmental challenges. Additionally, women entrepreneurs have received business advisory support, equipping them with the necessary knowledge and skills to establish and grow their enterprises. The initiative has also facilitated access to finance, helping farmers secure financial resources to invest in their agricultural activities and improve their livelihoods.
The impact of this partnership is particularly evident in Madhya Pradesh and Uttar Pradesh. In Madhya Pradesh, ageing farmers have been supported in developing sustainable sources of income, ensuring financial stability despite changing agricultural conditions. Meanwhile, in Uttar Pradesh, smallholder wheat farmers across five districts have benefited from targeted interventions aimed at empowering them with better farming practices and resources.
Through these efforts, Kellanova and Techno Serve have significantly contributed to improving the economic well-being of farmers and their families. The programs have not only provided farmers with sustainable income opportunities but have also empowered women by enhancing their participation in family and farm economies. With better access to finance, business support, and training, women have gained the confidence and expertise needed to take on new challenges, further strengthening rural communities and fostering long-term agricultural sustainability.
Q. Kellanova works with farming communities in multiple geographies. What key learnings from these experiences have been integrated into their India programs, and what unique challenges does India present?
A. Kellanova's global experience with farming communities has shaped its India programs, focusing on enhancing smallholder farmers' productivity and livelihoods. As part of its Better Days commitment, Kellanova aims to improve the well-being of 250,000 people in its food value chain, prioritizing vulnerable groups.
In India, key challenges include fragmented landholdings, limited access to technology, and market fluctuations. To address these, Kellanova is working on capacity building, responsible sourcing, and collaborative initiatives with stakeholders. By adapting global learnings to India's unique context, Kellanova strives to drive sustainable impact in farming communities.
Q. What role do you see for government collaborations and private-sector partnerships in scaling up your agricultural sustainability programs across India? Would you like to share any suggestions or recommendations that may help in scaling the impact of corporate-led agricultural initiatives?
A. The Government of India has implemented several programs to promote agricultural sustainability, including agro-forestry, micro irrigation, and organic farming. The government also provides credit, subsidies, and other support to farmers.
Government programs :
- Agro-forestry: Encourages tree planting on farms to improve farmers' livelihoods
- Micro Irrigation Fund: Provides funds to states to bring more land under micro-irrigation
- Paramparagat Krishi Vikas Yojana (PKVY): Promotes organic farming
- Pradhan Mantri Fasal Bima Yojana (PMFBY): Provides crop insurance
- Pradhan Mantri Krishi Sinchai Yojana (PMKSY): Provides irrigation
- Soil Health Card Scheme: Promotes soil health
Other government support: Land reforms, Tenancy reforms, Regulation of higher rents, Credit to rural farmers, Subsidies, such as Urea subsidy, Food security act 2013, Public distribution system, Minimum support price and Procurement pricing system
In India, the private sector contributes to agricultural sustainability by providing access to advanced technologies, inputs like improved seeds and fertilizers, market linkages, financing options, and promoting sustainable farming practices through contract farming. Key ways the private sector contributes to agricultural sustainability in India:
- Technology and Innovation: Developing and disseminating new technologies like high-yielding crop varieties, climate-resilient seeds, and precision farming tools to optimize resource use.
- Input Supply: Providing access to quality fertilizers, pesticides, and other agricultural inputs with a focus on sustainable options.
- Market Access: Connecting farmers directly to markets through contract farming agreements, ensuring better prices and stable demand for produce.
- Financial Services: Offering credit facilities and crop insurance to farmers, enabling them to invest in sustainable practices.
- Capacity Building: Training farmers on sustainable agricultural practices like water conservation, integrated pest management, and organic farming.
- Research and Development: Collaborating with research institutions to develop new sustainable agricultural technologies and practices.
Often in collaboration with the government through Public-Private Partnerships (PPPs), the private sector aims to increase productivity while minimizing environmental impact and enhancing farmer livelihoods. Key focus areas include water-efficient irrigation systems, precision agriculture, and integrated pest management strategies.
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