ITC’s B Natural in collaboration with Reliance Retail introduced a new initiative called ‘Main Bhi Kisaan’ (I am a farmer) on Thursday to provide comprehensive agricultural training and support to women farmers in India.
This project has Reliance Retail as an exclusive retail partner, playing a crucial role in supporting and promoting ITC’s farming commitment.
Additionally, the project is in partnership with nonprofit organisations, 7th Sense and AWAKE.
In a statement, B Natural underscored the first phase of this project, which was already introduced in Karnataka, supported by the Department of Horticulture, Government of Karnataka addressing the several challenges faced by women fruit growers. The programme played a significant role in dismantling societal norms, promoting autonomy in decision-making and assisting in overcoming practical obstacles.
The company said this distinctive CSR activity in Karnataka is known as ‘Naanu Kooda Raitha’ (I am a farmer), which has trained almost 6000 female farmers in the region with essential skills such as post-harvest management, stock management, bookkeeping, supply chain management, digital and financial literacy and nutrition.
Additionally, under this project farmers are provided with farming tools to enhance productivity, increase earning, reduce waste and achieve financial independence, thereby improving their quality of life and ensuring sustainable livelihoods.
The company said it is looking forward to expanding this project in states like Andhra Pradesh, Tamil Nadu and Maharashtra.
Commenting on this collaborative project Sandeep Sule, Divisional Chief Executive, Trade Marketing & Distribution, ITC said, “Training programme ‘Main bhi Kisaan’ is ITC’s gesture towards empowering the farmerettes (women farmers) and B Natural’s exclusive range is our token of acknowledgement, creating awareness of their efforts; through a magnetic Indian retailer – Reliance Retail.”
Damodar Mall, Chief Executive Officer, Reliance Retail said, “As the largest seller of fruits and vegetables in modern trade, we see the role of women in farming first hand. Smart Bazaar is very happy to partner with B Naturals idea to celebrate women’s participation with a branding innovation. I am sure our discerning modern trade shopper will appreciate this innovation from team ITC.”
ITC’s Natural fruit beverages will benefit from this initiative as they are made from homegrown fruits sourced from local Indian farmers, across the country.
