New Delhi, June 29, 2026: ITC has expanded its ITCMAARS ‘phygital’ agricultural platform to more than 2.6 million farmers across 11 states, while an AI-powered advisory pilot implemented in collaboration with the Department of Science & Technology (DST), Government of India, has demonstrated significant gains in farm productivity and incomes, according to the company's FY 2025-26 Annual Report.
Designed as a crop-agnostic, full-stack AgriTech platform, ITCMAARS integrates digital capabilities with on-ground engagement through Farmer Producer Organisations (FPOs). The platform now spans over 2,100 FPOs and aims to strengthen agricultural productivity, market access, traceability, and sustainability while improving procurement efficiency across multiple agri value chains.
A key milestone highlighted in the report is ITC's collaboration with the Department of Science & Technology under the 'Operation Dronagiri' initiative in Varanasi. During FY26, the initiative deployed AI and machine learning-powered hyperlocal crop advisory through ITCMAARS across 15 FPOs, covering more than 27,000 wheat farmers and approximately 39,000 acres.
According to independent assessments cited by the company, farmers adopting the customised advisory witnessed around a 15% increase in crop yields and nearly a 30% rise in net returns. The results underscore the potential of data-driven and hyperlocal interventions to enhance farm productivity and incomes at scale.
Building on these learnings, ITC said it plans to further strengthen and expand science-backed solutions through the ITCMAARS platform while enhancing competitiveness across value-accretive agricultural commodity chains.
The digital backbone of ITCMAARS is anchored by a super-app available in eight regional languages. The platform provides AI and machine learning-led predictive advisory, satellite-sensing enabled insights, and access to 'Krishi Mitra', a GenAI-powered voice assistant designed to support farmers with timely agricultural information and decision-making support.
Complementing the digital layer is a physical ecosystem anchored in FPOs and local partners, enabling farmers to access biological inputs, drone-based precision farming services, quality assaying, market linkages, and a range of rural services.
Beyond productivity enhancement, ITCMAARS is increasingly focused on building traceable and compliant agricultural value chains. In response to evolving consumer preferences and emerging global regulatory requirements, the platform is integrating customised digital solutions to support compliance with the European Union Deforestation Regulation (EUDR), organic certification requirements, and food-safe, residue-free agricultural production systems.
The company said these initiatives are helping build what it describes as 'Trust Systems at Scale', enabling greater transparency and traceability across agricultural supply chains while strengthening compliance readiness for global markets.
ITC noted that the platform's integrated approach, combining advisory services, input access, procurement support, and market linkages, has improved procurement efficiency across multiple value chains while creating new opportunities in adjacent businesses such as agri-inputs, credit, and rural services.
The company also highlighted the growing role of data science in strengthening sourcing capabilities. Through AI and machine learning models, ITC is developing decision-support systems that can dynamically respond to changing sourcing conditions across geographies and time periods, enabling more agile and efficient management of agricultural value chains.
These capabilities are particularly significant for ITC's branded packaged foods portfolio, where quality assurance, traceability, and sourcing competitiveness are becoming increasingly important. According to the report, direct sourcing from FPOs through ITCMAARS now accounts for about 40% of the wheat procured for Aashirvaad Atta and the company's Agri Business operations, contributing to procurement efficiencies and quality enhancement.
ITC's Agri Business currently handles an annual throughput of approximately four million tonnes across 22 states and more than 20 agricultural value chains. The company said its long-term strategy remains aligned with national priorities of climate-resilient agriculture, improved productivity, stronger market linkages, and enhancing farmers' incomes through technology-enabled agricultural transformation.
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