23
Jun
PepsiCo India has launched 10 ‘Mitti Jaanch Kendras’ (soil testing centers) in West Bengal under its Project Mitti Didi, aiming to promote regenerative agriculture and support local farmers with scientific soil health insights. These centers, operated by trained women known as “Mitti Didis,” are designed to help farmers make data-driven decisions regarding fertilizer use, crop planning, and soil management. The initiative, backed by PepsiCo’s Lay’s® brand, also includes an emotional campaign titled Mitti Ki Chitthi—a lyrical film that portrays a heartfelt letter from Mother Earth to the farmer, highlighting the bond between the soil and those who cultivate it. In…
