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Diversified conglomerate ITC has launched its super app Meta Market for Advanced Agricultural Services (ITCMAARS) to provide agricultural and allied services to farmers on a digital platform. The app has been launched in seven states with over 40,000 farmers grouped in 200-plus farmer produce organisations (FPOs) under four value chains – wheat, paddy, soya, and chilli . But the ultimate aspiration is to take it to 4,000 FPOs and 10 million farmers and 20 value chains. About the platform: The platform, a ‘ phygital ’ ecosystem provides farmers with AI/ML driven value-added personalised and hyperlocal crop advisories, such as customised ‘Crop Calendar’ for scientific planning of crop cycles, ‘Crop Doctor’ for real-time resolution of crop infestation, access to inputs, market linkages, real-time soil testing, precision farming, among others. As part of an aggregator model, ITC makes available allied services like pre-approved loans through partners. Over time, it will also provide insurance, among other digitally-enabled rural services. ITC Limited is an Indian conglomerate company headquartered in Kolkata. ITC has a diversified presence across industries such as cigarettes, FMCG, hotels, software, packaging, paperboards, specialty papers and agribusiness. The company has 13 businesses in 5 segments. It exports its products in 90 countries. Headquarters: Kolkata Chairman & Managing Director: Sanjiv Puri
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