With a mission to improve sustainability of farming practices in rural India, ITC has conceptualized a grass root level extension programme called 'Choupal Pradarshan Khet' (CPK) or demonstration plots, which help wheat farmers to enhance farm productivity & quality by adopting best practices in agriculture. ITC CPK directly benefits over 50,000 wheat farmers.
What happens at Choupal Pradarshan Khets?
ITC constantly transfers technology from lab to farm through Choupal Pradarshan Khet demonstration plots. Customized agri extension services are provided to the farmers with live demonstration of latest technologies and practices they include:
Impact of Choupal Pradarshan Khet:
Besides benefitting over 50,000 wheat farmers, the portfolio of crop covered under the Choupal Pradarshan Khets (CPK) includes soya, paddy, pulses, vegetables and fruits. The initiative covers around 120,000 acres and benefits more than 100,000 farmers with a multiplier effect through its wide-spread adoption.
ITC's strong backward integration programme provides a competitive edge to the Company's Foods Business by sourcing high-quality raw material directly from farmers, preserving the uniqueness along the supply chain and enables manufacturing of Aashirvaad Atta with consumer preferred value traits.