PepsiCo India is taking over 100 of its contract farmers from West Bengal, Punjab, Maharashtra and Rajasthan to watch the Pepsi IPL matches live. In West Bengal, 50 farmers will get an opportunity to cheer for their home team Kolkata Knight Riders. Of these, 30 will be able to see KKR in action against Chennai Super Kings on April 20, while 20 will be there to support KKR vs Kings XI Punjab on April 26.

Over the last 20 years, PepsiCo India has been involved with Indian farmers. Currently, the company is working with over 24,000 farmers across nine States.

“We have a special relationship with farmers across the countries who have played an important role in our success. From potato and paddy farming to saving water and increasing farm productivity, we have worked closely with them to develop sustainable and mutually beneficial partnerships over the years,” Manu Anand, Chairman, PepsiCo India, is quoted as saying. He described this as a “small gesture of gratitude”.

In India, PepsiCo has established a model partnership by working with farmers through the crop lifecycle. More than 45 per cent of them are small and marginal farmers with a land holding of one acre or less. PepsiCo India’s farming programme has improved their livelihoods and incomes by providing assured buyback of their produce at pre-agreed prices, insulating them from open market price fluctuations. The company also provides support to them through quality seeds, extension services, disease control packages, bank loans, weather insurance and the latest technological practices.

The company has 38 beverage bottling plants and three food plants. Within two decades, the company has been able to organically grow eight Rs 1,000-crore plus brands in India.

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