NEW DELHI (India CSR): Reaffirming its commitment to regenerative agriculture and environmental stewardship, PepsiCo India announced the launch of Mitti Jaanch Kendras (soil testing centers) in Uttar Pradesh, Bihar and West Bengal. These specialized soil testing centers, run by trained women (popularly known as Mitti Didi) provide farmers with faster, more accessible insights into soil health, supporting them to care for their land more effectively.
Farmer Insight Initiative
The launch of soil testing centers was inspired by the need to provide farmers with precise and actionable insights into their soil health. By understanding the nutrient composition, pH levels, and other critical parameters of their soil, farmers can make informed decisions about crop management, fertilizer application, and soil amendments. This targeted approach enhances crop yields.
Emotional Brand Campaign
To bring this thought to life emotionally, PepsiCo India’s Lay’s® has also unveiled Mitti Ki Chitthi, a lyrical letter from Mother Earth to the farmer, celebrating the silent, steadfast bond between the soil and those who nurture. As a mother would write to her daughter, the Earth lovingly expresses gratitude, offers wisdom, and gently reminds her of the balance, care, and attention she needs to thrive. Told through evocative visuals and a poetic narrative, the film brings to life the deep, unspoken bond between farmers and the land they nurture — reinforcing that when we care for the Earth, it cares for us in return.
Leadership Statement Shared
Anukool Joshi, Director Agro at PepsiCo India, added, “Soil is the starting point of everything we do in agriculture, and understanding it well is key to growing quality crops sustainably. With the Mitti Jaanch Kendras, we aim to provide farmers with access to scientific, data-backed insights that help them make better decisions — whether it’s choosing the right nutrients or managing resources efficiently. This initiative is a step forward in our ongoing commitment to supporting farmers with the right tools and knowledge, and Mitti Ki Chitthi beautifully captures the spirit of that relationship between the farmer and the land.”
Farmer Experience Shared
“Earlier, we would look at the soil and guess what it needed. But ever since the Mitti Jaanch Kendras came, things have changed for the better. Now we understand our soil properly — what nutrients it needs, when to plant, and how to take better care of our crops. As farmers, we feel more confident in the decisions we make. It feels good to know that our mitti is being cared for, and through that, so are we.” said an associated farmer from Uttar Pradesh.
Sustainable Future Commitment
This spirit of care runs deep in PepsiCo India’s agricultural vision. As an agri-company at heart, PepsiCo works directly and indirectly with over 27,000 farmers across 14 states, championing innovations like Mitti Didi, and Lay’s® Smart Farm. From empowering farmers with accessible soil testing to using predictive technology for better yields, every initiative strengthens PepsiCo’s commitment to regenerative agriculture, sustainable sourcing, and better farming practices, ensuring that every packet of Lay’s® chips begins with the highest quality potatoes.
(India CSR)
