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 Kolkata, the initiative has been welcomed as a step forward in sustainable sourcing. Local agri-product suppliers see it as a potential boost to chip-grade potato quality, aligning with urban consumers’ growing interest in responsibly farmed produce. Tapasi Paul, a farmer from Bankura district, shared her success story, noting reduced cultivation costs and improved yields after using the soil test recommendations. “I harvested 27 bags of chip-grade potatoes on scientifically managed land,” she said. PepsiCo India continues to work with over 27,000 farmers across 14 states, championing innovation and sustainability at the grassroots.
