Having added an extra fizz to the fan experience at the Indian Premier League, PepsiCo India is all set to make this edition of the T20 tournament special for the farmers.
The company, which is known for pioneering collaborative farming in India, has invited over 100 farmers from West Bengal, Punjab, Maharashtra and Rajasthan to watch the Pepsi IPL matches live at various stadia.
The farmers invited for the matches have demonstrated leadership in improving yield, conserving water and have had a long-term partnership with PepsiCo.
Over the last 20 years, PepsiCo India has been combining deep insights into Indian farming with its global technological expertise to transform the lives of farmers.
Presently, the company is working with over 24,000 farmers across nine states. The engagement has been on two fronts -- collaborative farming of process grade potatoes and water conservation in agriculture through innovative techniques like Direct Seeding of Rice and Drip Irrigation.
"At PepsiCo, our endeavour is to offer a memorable Pepsi IPL experience to our consumers as well as our long-standing partners. We have a very special relationship with farmers across the country who have played an important role in our success," said Manu Anand, Chairman, PepsiCo India.
"From potato and paddy farming to saving water and increasing farm productivity, we have worked closely with them to develop sustainable and mutually beneficial partnerships over the years. It is our pleasure and privilege to host some of our farmer friends at Pepsi IPL matches as a small gesture of gratitude," he added.
In India, PepsiCo has established a model partnership by working with farmers through the crop lifecycle. More than 45 per cent of them are small and marginal farmers with a land holding of one acre or less.
PepsiCo India's farming program has improved their livelihoods and incomes by providing assured buy back of their produce at pre-agreed prices thus insulating them from open market price fluctuations.