Sab Saath Badhein: Here’s the inspiring story of a company that is contributing to inclusive growth

How far can a brand’s growth impact us? Every time we hear the success stories of different brands, this is the question that tends to pop up. But there is one brand that has been a testament to creating larger value by empowering farmers, delighting consumers and preserving the environment, year on year.

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Whether it is giving back to the environment or creating a sustainable growth model, this brand has been setting an example for others. We are of course talking about ITC Limited, the pioneer who are contributing to India’s economic, social and environmental growth in a commendable manner.

The corporate brand, which has been doing its bit to give back to the country, environment and most importantly rural communities; recently launched a campaign that highlights their contribution to society and environment, which has been fuelled by the love and loyalty of consumers for its world-class Indian brands. ITC Limited’s first video from this campaign highlights how the brand has grown because of the consumers and gone forward to empower them with all their initiatives. And while the video gives us an overview of the Company’s credo of ‘Nation First’, and is testimony of ITC’s commitment towards a sustainable and healthy environment, here’s how ITC Limited is actually contributing to this aim –

Empowering Farmers
ITC has created a robust portfolio of vibrant brands including Aashirvaad, Bingo!, B Natural, Classmate, Mangaldeep among others that anchor Farm to Fork, Tree to Textbook and Bamboo to Agarbatti value chains. These value chains empower millions of farmers and generate livelihoods for more than six million people in the country. ITC’s e-Choupal ecosystem empowers over 4 million Indian farmers through its multi-dimensional rural initiatives while connecting them to markets and enabling price discovery, thus raising farm incomes. The ITC e-Choupal, which leverages information technology in an integrated model, to empower farmers, is a rich repertoire of agri based interventions, which not only addresses the core needs of farmers in terms of infrastructure, connectivity, price discovery and market access, but also provide a significant boost to farm productivity through extension services and research based agri-inputs.

Nurturing Nature
ITC Limited has spearheaded a large scale afforestation programme which has greened over 7,30,000 acres, generating over 135 million person days of employment. It enables farmers who own wastelands and lands with low levels of productivity to grow commercially viable pulpwood plantations, thereby turning an unproductive asset into a profitable one which helps in generating large scale livelihoods while creating a green cover.

Water Conservation
ITC’s Soil and Moisture Conservation programme works with local agricultural communities to develop and manage local water resources, particularly in water stressed areas thereby providing precious water resources for agriculture, rural communities and livestock. ITC’s watershed development programme has today crossed the milestone of 1 million acres and covers a slew of integrated initiatives. The focus is on building, reviving and maintaining water harvesting structures as well as implementing other measures which help to reverse land degradation, provide critical irrigation and increase agricultural productivity. Over 15,000 water-harvesting structures and 953 well recharge units have been constructed, resulting in a water storage capacity of 34.64 million CuM. These works generated 5.86 million person-days of employment within project villages, reducing levels of distress migration.