The majority of Indian farmers own small landholdings and agriculture is their only source of income. Contending with a host of challenges - environmental, infrastructural, social - they tend to be risk averse and multiple constraints prevent them from being able to adopt new approaches.
Without access to knowledge and information on the rapidly changing market, they are unable to make the changes required to align their products to global market demands and particularly in the case of spice farmers, to ensure their produce complies with international food safety regulations.
ITC recognises that only large scale backward integration strategies involving entire farming communities can deliver the economies of scale needed to make it viable for small farmers to adopt change and deliver food safe produce sustainably. Given its extensive and longstanding relationship with farming communities across the country, ITC is uniquely positioned to implement integrated farm management initiatives that enable farmers to embrace sustainable farm practices through the entire soil to crop cycle.