Agriculture World

ITC Joins Hands with Andhra Pradesh Government to Produce Global Standard Chilly

Pronami Chetia
Pronami Chetia

With an initiative to produce quality products, ITC has tied up with the Andhra Pradesh Government to develop a chilly value chain.  As reported, the Agri-Business Division of ITC and the Department of Horticulture have planned an integrated Agri Extension Platform for chilli farmers under the public-private partnership model. The department signed an MoU with ITC in the presence of Agriculture Minister K. Kannababu on Saturday.  

Chilli farmers cultivating about one lakh acres will be benefitted from the initiative. The chill farm development platform will benefit 40,000 farmers in Prakasam, Krishna, Guntur and Kurnool districts, with about 10,000 acres under the crop. 

Moreover, the main objective of this collaboration is to improve the competitiveness of the chilli crop in terms of its productivity, quality, sustainability and price, so as to maximise value and ensure better returns for the farmer, through a set of physical and digital interventions to improve production

As we know, Andhra Pradesh is one of the top producers of chilli in the country which is close to 9,92,900 tonnes and there is a big opportunity to make it a global sourcing centre for the finest safe chilli, said S. Sivakumar, Head, Agri & IT Business of ITC. 

Despite the inherent strengths of the state, there is a huge gap to reach its product to the global market. As per a report, food-safe chilli (that meets the US and European standards) exports are approximately 17,500 tonnes, which accounts for only 1.8 per cent of the total production. Hence, there is a huge space to grow and make it the largest Food Safe Chilli Destination in the world market. 

It highlights total four key points— deployment of Skilled Agri Extension Resources at each village, an ‘eChoupal’ digital platform, a digital engagement centre (call centre) and a Chilli Pradarshan Kendra (CPK). 

ITC has deployed skilled, digitally-enabled Agri extension staff in the project villages. The chilli farmers have been provided access to the-Choupal 4.0 mobile app. They can also talk to industry experts through the call centre. 

The CPKs are demonstration plots supported by the horticulture department, where the ITC team would showcase the latest research developments from universities, national institutes and technology partners for the benefit of the farmer. 

ITC’s e-Choupal 4.0 digital + physical model will facilitate the delivery of real-time information and personalised knowledge to the farmers effectively, says Sanjiv Rangrass, Divisional Chief Executive, ITC Agri-Business Division. 

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