Executive Summary
ITC MAARS now marks the next evolutionary chapter in ITC’s agri-digital journey—evolving from the pioneering e-Choupal model launched about 25 years back to a fully integrated, scalable ecosystem leveraging contemporary AI and Mobile Apps. The result is a platform that is as farmer-centric in design as it is enterprise-ready in execution.
Business Challenge
Critical intelligence across crops, weather, and markets was fragmented and difficult to access, limiting farmers’ ability to unlock productivity, profitability, and long-term resilience.
Business Challenge
Critical intelligence across crops, weather, and markets was fragmented and difficult to access, limiting farmers’ ability to unlock productivity, profitability, and long-term resilience.
Our Solution
Built a path breaking digital farmer platform and embedded the world’s first AI co-pilot for farmers into ITCMAARS, ITC’s phygital agri platforms, combining GenAI, deep agri expertise, and rural networks.
Key Results and Benefits
30–40% productivity gains and ~10% month-on-month growth in engagement, driving improved market access and financial inclusion.
About ITC Infotech
ITC Infotech is a leading global technology services and solutions provider, led by Business and Technology Consulting. ITC Infotech provides business-friendly solutions to help clients succeed and be future-ready, by seamlessly bringing together digital expertise, strong industry specific alliances and the unique ability to leverage deep domain expertise from ITC Group businesses. ITC Infotech is a wholly owned subsidiary of ITC Ltd., a 100-plus-year-old diversified conglomerate with businesses spanning Hotels, Consumer Goods, Paperboards & Packaging, Agri Business, and Information Technology. ITC Ltd. has been in the hospitality business for over 4 decades. It has over 100 properties across 70+ destinations. The hospitality practice at ITC Infotech is 800+ people strong and most have experience in the hospitality domain leading to a high-quality IT service experience for its hospitality customers.
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