ITCMAARS, the phygital ecosystem with a super app at its centre offers a bouquet of services from customised advisory on crops and weather, access to seeds and fertilizers, information on prices in the mandis to linkages with banks.

"Our ambition is to take it to 4,000 FPOs from [the existing] about 1,700 FPOs... [also] we want to take this across more value chains, whether fruits, vegetables and spices", says, S. Ganesh Kumar, Divisional Chief Executive, ITC Agribusiness.

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