ITV

Tag: farmers

  • Mahindra Tractors celebrates the underdogs for Kisan Diwas – Farmers!

    Mahindra Tractors celebrates the underdogs for Kisan Diwas – Farmers!

    MUMBAI: In a world powered by AI and technological marvels, where convenience reigns supreme and lifestyles are defined by lattes and luxury, there exists a timeless force often overlooked—our farmers.

    Without them, there’s no favourite meal, no comforting home-cooked dish, no Swiggy, no Zomato – nothing. And yet, how often do we pause to say thank you?

    These unsung heroes, with soil-streaked hands and unyielding spirits, labour tirelessly not for wealth or applause but to nourish a nation. They rise with the sun, weather storms, and endure backbreaking toil, all for a marginal fee, just to ensure that our plates are never empty.

    While the modern world chases corporate perks and glittering paychecks, these guardians of the earth find joy in simplicity, gratitude in hard work, and purpose in feeding millions.

    This Kisan Diwas, Mahindra Tractors, India’s leading tractor brand, reminds us of a debt we can never truly repay. Through their heartfelt campaign, “Did You Thank the Farmer?”, they urge us to pause, reflect, and honour the silent strength behind every meal we consume. It’s not just a celebration—it’s a call to remember, respect, and cherish those to whom we owe our very sustenance.

    The campaign features a vibrant digital film that draws parallels between food delivery personnel and farmers. It acknowledges how urban dwellers regularly thank delivery personnel when receiving food parcels but often overlook the farmers who make every meal possible. Mahindra’s campaign encourages everyone to use Kisan Diwas as an opportunity to show appreciation for farmers, urging people to post messages with the hashtag #ThankYouKisan on social media.

    Kisan Diwas, observed annually on 23 December, honours the legacy of India’s fifth prime minister, Chaudhary Charan Singh, a champion of farmers’ rights. The day is dedicated to recognising the invaluable efforts of farmers across the country.

    Mahindra Tractors’ initiative aligns with its mission to empower farmers through innovative solutions, reliable tractors, and robust financial support. The campaign aims to bridge the urban-rural divide by fostering a sense of gratitude among audiences and highlighting the crucial role farmers play in sustaining the nation.

    Express your gratitude to farmers by posting messages on social media platforms such as YouTube, Instagram, or Facebook with the hashtag #ThankYouKisan.

    Watch the video here:

     

     

    Mahindra Tractors continues its commitment to supporting farmers, celebrating their dedication through this initiative, and urging the nation to acknowledge their contributions every day. Let us rise together, not just in gratitude, but in action, to honour their toil and ensure they too reap the fruits of their endless devotion.

  • Unilever, Acumen and Clinton announce $10 million initiative to support farmers

    Unilever, Acumen and Clinton announce $10 million initiative to support farmers

    MUMBAI: Unilever, Acumen and the Clinton Giustra Enterprise Partnership, an initiative of the Clinton Foundation, have launched a landmark Clinton Global Initiative (CGI) Commitment to Action called the Enhanced Livelihoods Investment Initiative (ELII) to improve the livelihoods of as many as 3,00,000 smallholder farmers and their communities in Africa, South Asia, Latin America, and the Caribbean.

     

    Former President Bill Clinton and Frank Giustra, co-founders of the Clinton Giustra Enterprise Partnership, Unilever CEO Paul Polman, Acumen founder and CEO Jacqueline Novogratz, announced the collaboration on a panel at the Clinton Global Initiative’s 2015 Winter Meeting in New York City. The ELII will be a three-year, minimum $10 million investment initiative to catalyze economic growth and alleviate poverty amongst low-income communities in the developing world, while creating more inclusive and sustainable value chains. One of the primary goals of the partnership, which leverages Acumen’s and the Clinton Giustra Enterprise Partnership’s market-based approaches to poverty alleviation, will be to create and scale-up privately-held enterprises which will support smallholder farmers and link them to Unilever’s global supply chains and distribution networks.

     

    “I’m excited about this partnership between the Clinton Giustra Enterprise Partnership, Acumen, and Unilever, which will improve the lives of smallholder farmers by bringing them into global markets and distribution networks, empowering hundreds and thousands of people to expand their skills and lift themselves from poverty,” said Clinton. 

     

    “We believe that in the long term, successful businesses can only be sustainable ones. Our vision is to decouple our growth from our environmental footprint and increase our positive social impact. We can only do this by working with others. This partnership has the potential to dramatically increase the scale of what we can do to support smallholder farmers, empower women across our supply chains and in turn help build sustainable, viable businesses that alleviate poverty. Ultimately, we see this as a new model for creating a vibrant ecosystem of enterprises across supply chains.” said Polman.

     

     According to the International Fund on Agricultural Development, 2.5 billion people are involved in smallholder agriculture globally, accounting for an estimated 500 million small farms producing 80 per cent of the food consumed in emerging markets, from Southern Asia to sub-Saharan Africa. In addition, the increasing trend in global demand for food in developed as well as emerging countries, driven in part by population growth, has created opportunities for the expansion of smallholder agriculture.

     

    However, many of these smallholder farmers face challenges to accessing and adopting beneficial agricultural innovations that can help pull them out of poverty, as the companies providing them with those products and services face a number of challenges in reaching these customers and achieving profitability.

     

    Leveraging the findings from a recent study titled Growing Prosperity: Developing Repeatable Models to Scale the Adoption of Agricultural Innovations, Unilever’s, Acumen’s and the Clinton Giustra Enterprise Partnership’s investments will help these companies overcome these challenges.

     

    Novogratz said, “It is my hope that this partnership will set a new standard for how social enterprises and corporations must work together if we are to achieve a shared vision of creating more inclusive economies that bring dignity and positive change to those traditionally left behind by traditional aid and capital markets.”

     

    Added Giustra, “This partnership builds on our years of experience and success creating and scaling enterprises globally that bring thousands of smallholder farmers and entrepreneurs into the supply chains and distribution networks of large multinational corporations, like Unilever. Under this model, entrepreneurs and farmers will gain access to capital and skills training – all essential tools needed to pull them out of poverty.”

     

    All three organisations will engage their global teams across India, Africa, Latin America, and the Caribbean in a collaborative process to identify investments, provide capital and deliver technical expertise and capacity building to support enterprise development and impact measurement work.

  • ICAR wants channel dedicated to agricultural programmes

    ICAR wants channel dedicated to agricultural programmes

    MUMBAI: When India’s first TV channel went on air –pubcaster Doordarshan- one of its most popular programmes was Krishi Darshan which till date runs on its national channel.

     

    Taking a step further, now, the Indian Council of Agricultural Research (ICAR) has decided to urge the Centre and Planning Commission to come up with a TV channel that will be dedicated for airing programmes related to agriculture. ICAR says that it wants to make the farmers of the country aware of modern farming techniques that will benefit their crops.

     

    “We have been urging for an agriculture TV. They ask whether there was enough content and who would watch the channel. There are over 65 crore farmers in the country and if each of them are given 10 minutes, we have enough content for long,” ICAR Director General S Ayyappan said in an interview to PTI.

     

    The report also said that nearly Rs 300 crore was needed to set up such a channel. However, Ayyappan believes that due to the size of the country and the number of farmers, it will benefit them a lot.

     

    Currently, Krishi Darshan airs everyday at 5:30 pm on DD National. However, a fully dedicated channel that can reach out to farmers would lead a lot of advancement in the profession of farming.