Yara India, a subsidiary of Yara International, today launched its new digital campaign, “Kissan ka Sachcha Yaar”. The campaign is aimed at highlighting Yara’s commitment to empowering farmers to produce high-quality yields that are both nutritious and sustainable.

The campaign coincides with the launch of FarmCare 2.0, an innovative app designed to support farming communities across India. The app provides farmers with real-time weather updates, soil management guidance, efficient fertilizer use, and a convenient online marketplace connecting them with nearby Yara Crop Nutrition Centers (YCNCs).

“The latest version of app has feature called Map My Farm. When farmers download a map and mark his farm on the map, he will get hyper-local weather updates on that. Depending on the crop, the app can give weather-based recommendation regarding paste about what to use at what stage. This means that the farmer will be able to take informed decision with related to the inputs being put into the field which will have a positive impact on improving the productivity in the yield,” Sanjiv Kanwar, Managing Director, Yara South Asia said adding that the original version of the app was downloaded by almost about 4 million farmers. “Now, we want to take it up to 25 million farmers downloading it by 2027,” he added.

FarmCare 2.0 will be providing much targeted hyper-local advisory services to the farmers to help create impact at scale, and reduce their input application to the extent possible, and improve the farm product quality.

Replying to a question on other initiatives taken by Yara India, Kanwar said: “We have differentiated products that are much more efficient in delivering nutrient to the crop. And, this has a positive impact on the productivity of the crop, including the nutrient content of the crop. So, we have been launching this high value differentiated product in India for the last 5-6 years and we already have 5 to 7 such products that are undergoing trials across India and we hope to bring them on to the market in the next 3- 5 years from now.”

In India where 43% of the total workforce is engaged in agriculture, farming is more than just an occupation. Farmers share a unique bond, characterized by their willingness to support each other at all times. Yara recognizes this bond and aims to strengthen it further through this campaign.

The visual language of the campaign draws inspiration from the deep sense of community among Indian farmers. It captures the spirit of collaboration and unity, symbolizing the everyday acts of kindness and support that define the farming brotherhood.