Pedavenkanna is an enlightened and ambitious Andhra Pradesh farmer. ITC's agronomists have introduced him, and thousands of other farmers like him, to new farming practices to enhance crop quality and productivity. ITC has consistently developed high-yielding crop varieties in collaboration with the Central Tobacco Research Institute (CTRI).
The Company helps the farmer implement energy conservation measures and adopt farm mechanisation techniques. ITC has actively collaborated with the Tobacco Board to develop and launch the 'Tobacco Farmers' Portal', christened `Pogaku Vedika' in Telugu. The site, modelled on ITC's e-Choupal, provides online information on modern farm practices, integrated pest management, curing and grading techniques, post-harvest product management and prices prevailing in global markets and at the tobacco auction platforms in India. The website will also provide customised transaction-related information to individual farmers.