PepsiCo takes IPL to villages

Invites farmers at IPL matches

 

In a unique campaign integrating its rural and urban presence, beverage maker PepsiCo India, title sponsors of the Indian Premier League (IPL), has invited about hundred farmers from West Bengal, Punjab, Maharashtra and Rajasthan to watch the live cricket matches of Pepsi IPL series in stadiums.

Presently, the company is working with over 24,000 farmers across nine states. The engagement has been on two fronts – collaborative farming of process grade potatoes and water conservation in agriculture through innovative techniques like direct seeding of rice (DSR) and drip irrigation.

However, only a handful farmers will get to witness the live matches. In West Bengal,a total of  50 farmers will get passes to watch Kolkata Knight Riders in vs Chennai Super Kings on April 20 and Kolkata Knight Riders vs Kings XI Punjab on April 26.

Officially, West Bengal is opposed to corporate bodies interfacing with farmers under the banner of Contract Farming. However, West Bengal has not been opposed to any of the collaborative farming by firms such as PepsiCo. West Bengal has not amended the Agriculture Produce Marketing Committee Act (APMC), and thus contract farming is not allowed in the state.

Earlier, Arup Roy, Agricultural Marketing Minister, West Bengal, had indicated that the state was preparing a draft to amend the act, but had specifically said that the state was skeptical of contract farming, hence would continue to oppose it.

However, for all practical purposes, contract farming, under the name of collaborative or partnership farming, is gaining popularity among farmers in West Bengal.