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Cigarette-to-FMCG major, ITC Ltd, is working with over 10 lakh farmers to ensure round-the-year regular income. The company has already implemented the programme, ‘ Barreh Mahine Hariyali’ (maximising farm utilisation over 12 months) in “select areas”.
According to Y.C. Deveshwar, Chairman, ITC Ltd, the programme “has already demonstrated encouraging results”. The Barreh Mahine Hariyali programme included introduction of high-yielding varieties of wheat and short-duration paddy; climate resilient agri practices; zero tillage that enabled timely sowing; and minimisation of crop residue burning, among others.
A host of value-added crops, including guava and jamun, have been produced through this initiative. New products such as summer moong (dal) have also been produced as part of the initiative. For example, in Uttar Pradesh, a pilot was implemented in four districts, reaching out to nearly 2 lakh farmers.
“It is heartening to know that around 30,000 farmers who adopted all the elements of the integrated programme, reported a doubling of income. Even among those who implemented the programme partially, income rose between 30 and 75 per cent,” he said during the 107th annual general meeting of the company.
Ramping Up
According to company sources, the initiative will be ramped up to 10-odd districts in Uttar Pradesh. Apart from Uttar Pradesh, the programme will be rolled out in six to eight other states. Bihar is the next state where the programme will be rolled out.
Diversified conglomerate, ITC Ltd, which announced its foray into the healthcare segment last year, has set up a team of senior professionals to look into issues of setting up and running the hospital. According to Deveshwar, the team will explore business possibilities.
“The MD has hired some professionals. They are examining areas (business possibilities). It is a step forward,” he said while responding to shareholders’ queries during the AGM.
Sources say a chief executive has been hired for the healthcare vertical. “We are not in too much of an hurry. We have our plates full,” Deveshwar further added while responding to queries.
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