Case Study: ITC Ltd achieves 30–40% productivity gains with ITC Infotech’s ITCMAARS AI platform

ITC Ltd boosts farm productivity 30–40% with ITC Infotech

ITC Ltd, a major Indian conglomerate, faced the challenge of India's fragmented agricultural sector, where critical intelligence on crops, weather, and markets was difficult for farmers to access. This limited the productivity, profitability, and resilience of millions of smallholder farmers. To address this, ITC Infotech built a groundbreaking digital farmer platform and embedded the world’s first AI co-pilot for farmers into ITC’s phygital agri platform, ITCMAARS.

The solution implemented by ITC Infotech combined GenAI, deep agricultural expertise, and rural networks to create an accessible voice-based assistant, Krishi Mitra, which operates in nine vernacular languages. This provided farmers with personalized advisories, real-time market intelligence, and access to finance. The results were significant, with the platform achieving 30-40% productivity gains for farmers and a ~10% month-on-month growth in user engagement, ultimately improving market access and financial inclusion for over 2.4 million users.

ITC Ltd