‘Mitti Jaanch Kendras’ Launched in UP, Bihar, and West Bengal to Support Data-Driven Agriculture
New Delhi, May 21, 2025 – PepsiCo India has launched a new grassroots initiative aimed at promoting sustainable farming practices through the establishment of soil testing centres—called Mitti Jaanch Kendras—across Uttar Pradesh, Bihar, and West Bengal. These community-based hubs are managed by trained women, referred to as Mitti Didis, who help local farmers better understand the nutrient profiles and health of their soil.
Empowering Farmers with Soil Intelligence
The centres are designed to provide scientific assessments of soil health, including tests for pH levels, nutrient balance, and other essential parameters. The goal is to enable smallholder and large-scale farmers to make more informed choices about fertilizer application, crop rotation, and irrigation, ultimately enhancing productivity and sustainability.
Anukool Joshi, Director of Agro at PepsiCo India, explained the rationale:
“These centres are part of our mission to equip farmers with practical tools and knowledge. Understanding soil better means managing resources smarter—helping boost yields while preserving the land for the future.”
Cultural Engagement Through Storytelling
In tandem with the launch, PepsiCo has rolled out a short lyrical film titled Mitti Ki Chitthi, a poetic tribute to soil. Framing Earth as a nurturing mother, the film encourages emotional engagement with land stewardship, aiming to deepen farmers’ connection to sustainable practices.
Scaling Sustainable Farming
PepsiCo India already collaborates with over 27,000 farmers across 14 states. Programs like Lay’s Smart Farm and Mitti Didi are part of the company’s broader commitment to regenerative agriculture, water conservation, and responsible sourcing.
These latest efforts focus on moving beyond conventional agriculture by introducing technology, local empowerment, and knowledge-sharing. The Mitti Jaanch Kendras are expected to support widespread adoption of smart farming techniques while enabling PepsiCo to meet its environmental and social sustainability goals.
