Marico is determined to change the life of the coconut farmer through its flagship programme ‘Kalpavriksha’. The programme that started last year in September 2017 with around 125 farmers and 6 agronomists has now reached out to over 1.3 lakh farmers through digital channels.
Udayraj Prabhu, Executive Vice-President and Head – Procurement, Marico said “The focus is on increasing the yield and boosting the coconut farmer’s income. Farmers have experienced an 18 per cent rise in productivity in the initial phase. Our plan is to reach out to at least 14,000-15,000 farmers during the current year”.
So far Marico has focused on traditional coconut producing states like Tamil Nadu and Kerala by teaching them pest-control practices and nutrient management methods. Prabhu said “We only give recommendations, not inputs”.
To make ‘Kalpavriksha’ popular amongst people, the company has also appointed Farm Care Personnel (FCPs), who conduct trainings, provide on-field support and also talk with the farmers. It has also introduced an IT solution with the roll-out of an application, an IVR toll-free line for the farmers, Prabhu said.
