Beverage manufacturer PepsiCo India will be taking more than 100 of its contract farmers from the state of West Bengal, Rajasthan, Maharashtra and Punjab to watch the ongoing Indian Premier League (IPL) matches live. In West Bengal, about 50 of the farmers will get to cheer their home team Kolkata Knight riders (KKR).
Out of the 50, 30 farmers will get a chance to watch the Chennai Super Kings live on April 20, 2013, while 20 will be there to cheer KKR, when it locks horns against the King XI Punjab on April 26, 2013. The company has been involved with the Indian farmers over the last 20 years and is presently working with about 24,000 farmers across nine states.
Manu Anand, the Chairman of PepsoCo India said, “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”. By working with the farmers, PepsoCi has established a model partnership with the help of the crop life cycle.
More than 45 percent of the farmers are from small and marginal roots, with land holdings of one acre or even less.