ITC Limited is expanding its AI innovations to Farmer Producer Organisations, organic farmers, and rural communities through its ITCMAARS “phygital” ecosystem, aiming to reach 10 million farmers. The company is deploying generative and agentic AI to improve FPO efficiency, provide organic farming advisories, and enable real-time knowledge exchange among rural communities. This AI-driven approach supports an inclusive, multi-stakeholder ecosystem that enhances farming operations from crop planning and climate-smart advisories to market access.