KOLKATA, 20 June 2025: In a pioneering push toward regenerative agriculture, PepsiCo India has launched ten Mitti Jaanch Kendras—dedicated soil testing centers—in West Bengal under its flagship initiative, Project Mitti Didi. Operated by trained women from farming communities, these centers offer vital scientific insights into soil health, enabling farmers to make more informed and sustainable decisions for their land.
These “Mitti Didis” guide farmers in understanding key metrics like pH levels, nutrient content, and soil composition. This data-driven approach helps boost yields, optimize fertilizer use, and enhance overall sustainability.
To further amplify the emotional resonance of this initiative, Lay’s India released “Mitti Ki Chitthi,” a lyrical short film voiced from the perspective of Mother Earth. The narrative, wrapped in poetic imagery, reflects the deep connection between farmers and the land they cultivate—reiterating the message that when we nurture the Earth, it nurtures us back.
Anukool Joshi, Director of Agro at PepsiCo India, emphasized, “Soil is the starting point of everything we do in agriculture. With Mitti Jaanch Kendras, we’re giving farmers access to actionable data that helps improve both productivity and sustainability.”
The impact is already visible. Tapasi Paul, a farmer from Bankura district, reported significantly improved harvests after following soil test recommendations. “I harvested 27 bags of chip-grade potatoes on land where I used the soil report, compared to just 20 bags using traditional methods. It lowered my costs and improved soil health,” she said.
With this initiative, PepsiCo India continues its long-term vision of working with over 27,000 farmers across 14 states. Innovations like Project Mitti Didi and the Lay’s Smart Farm platform reinforce its commitment to better yields, climate resilience, and sustainability from the ground up—literally.
