Executive Summary
ITC MAARS is a pioneering phygital ecosystem designed to empower farmers and FPOs through a unified digital platform. It integrates generative AI via Krishi Mitra—an AI-based Agri Copilot that delivers hyperlocal, personalized agricultural guidance. Built on a robust cloud-native architecture, it enables scalable, cost-efficient advisory services across diverse geographies, empowering farmers with actionable insights.
Business Challenge
- Fragmented access to agricultural inputs, advisory, and market linkages
- Limited reach of traditional extension services
- Lack of personalized, real-time insights for farmers
- Difficulty in scaling advisory across diverse geographies and languages
- High cost of customer acquisition and low digital literacy among rural users
Business Challenge
- Fragmented access to agricultural inputs, advisory, and market linkages
- Limited reach of traditional extension services
- Lack of personalized, real-time insights for farmers
- Difficulty in scaling advisory across diverse geographies and languages
- High cost of customer acquisition and low digital literacy among rural users
Our Solution
- Unified Digital Platform: Enables farmers to buy raw materials, monitor crop growth, and sell produce to FPOs
- Krishi Mitra – Generative AI Copilot: Offers hyperlocal, personalized advisory in voice and vernacular
- Real-time Market Intelligence: Prices from 1,800+ APMCs integrated
- Customizable AI Agents: Tailored interactions for crop advisory, pest alerts, weather updates, and government schemes
- Cloud-native Architecture: Built on Azure, using .NET Core APIs, nopCommerce, Xamarin, and PWA technologies
Key Results and Benefits
- Faster Market Connect: Reduced time to market for farmers
- Improved Product-Market Fit: Driven by deep agri knowledge and AI insights
- Creative Monetization: Leveraging existing relationships for scale
- Reduced CAC: Lower customer acquisition cost through digital channels
- Scalable Impact: 10M+ farmers targeted, 4000+ FPOs, $3.4B GMV projected
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.
