The campaign is centred around the message: “If soil is protected, farming will survive, farmers will prosper, and the nation will thrive.” Agricultural experts underline that soil health is the foundation of agricultural productivity and food security. Continued degradation of soil fertility could lead to lower crop yields, higher cultivation costs, and long-term risks to food production.

As part of the initiative, Indian Potash Limited (IPL) is actively working to raise awareness among farmers about soil health management, balanced nutrient application, and modern agricultural practices. Experts note that while the Green Revolution significantly boosted foodgrain production, the excessive and imbalanced use of chemical fertilisers and pesticides has adversely affected soil quality in many regions. Overuse of nitrogen, phosphorus, and potash has disrupted nutrient balance, while declining levels of beneficial microorganisms and organic carbon have reduced the soil’s water-holding capacity.

A key focus of the campaign is promoting the use of Soil Health Cards, which provide scientific recommendations on nutrient deficiencies and fertiliser requirements for individual farms. The initiative seeks to encourage balanced fertiliser use, reduce input costs, and preserve soil fertility over the long term.

The campaign also promotes natural and organic farming practices, including the use of farmyard manure, compost, vermicompost, and green manure to improve soil health and sustain productivity. Farmers are being trained in these techniques to reduce dependence on chemical fertilisers.

Recognising the growing water crisis, the campaign places special emphasis on water conservation through drip and sprinkler irrigation, rainwater harvesting, and water-efficient farming technologies. Farmers are also being educated on seed treatment, balanced nutrient management, modern sowing techniques, crop diversification, and selecting crops suited to local agro-climatic conditions.

In addition, the initiative aims to protect farmers from economic losses caused by counterfeit fertilisers and pesticides by educating them about identifying quality agricultural inputs and ensuring their proper use.

Dr P.S. Gahlaut, Managing Director of Indian Potash Limited, said that the use of balanced fertilisers, Soil Health Cards, organic manures, and micronutrients can significantly improve soil health. He added that amid ongoing tensions in West Asia and rising global fertiliser prices, the need for soil conservation and balanced nutrient management has become more critical than ever.

Implemented with support from HSBC, ICAP is a three-year action-based research initiative launched in 2024 to generate evidence and knowledge assets that promote climate-responsive and sustainable agricultural practices across India, with a focus on soil health, water conservation, and biodiversity.

The study, titled “Evaluating the Economic Viability of Regenerative Agriculture in Water-Scarce Regions: Evidences from Marathwada”, examined the experiences of farmers adopting regenerative agriculture practices in Dharashiv district, Maharashtra. Beyond assessing ecological indicators, the study explored practical considerations influencing adoption and scalability, including market access, institutional support, and farmer capacity building.

Key observations from the study include:

• Participating farms demonstrated up to a 40% increase in soil moisture retention capacity compared to baseline conditions
• Nearly 59% of surveyed farmers reported improvements in crop yield quality following the adoption of regenerative practices
• Analysis indicated a positive relationship (r = 0.32) between the implementation of regenerative agriculture practices and improvements in ecological health indicators

The study also documented economic benefits reported by participating farmers. Adoption of locally prepared organic inputs such as Jeevamrut and Dashaparni contributed to reductions in cultivation costs, while improvements in soil health and crop resilience helped lower labour requirements and reduce losses from pests and diseases. These findings suggest that regenerative agriculture has the potential to improve farm efficiency while strengthening environmental sustainability in water-stressed regions.

The research further highlights the importance of market linkages, farmer institutions, and capacity-building efforts in supporting the long-term viability and adoption of regenerative agriculture practices. Strengthening collective platforms such as Farmer Producer Organisations (FPOs) can improve farmers’ access to markets and enhance opportunities for value realization.

At the core of these efforts is the company’s Water, Agriculture and Livelihoods (WAL) programme, which focuses on improving water availability, enabling climate-resilient farming, and enhancing rural incomes in water-stressed regions. The initiative supports 22,430 farmers, with the adoption of regenerative agricultural practices and efficient irrigation systems leading to a 15–20% increase in crop yields and an 18–22% reduction in input costs.

Strengthening its water stewardship agenda, PRI has replenished more than 3.3 times the water used across its operations through large-scale groundwater recharge initiatives. Since 2019, the company has developed 2,410 groundwater recharge structures, creating a cumulative water recharge potential of over 3,339 million litres. In FY 2024–25 alone, these interventions generated more than 630 million litres of water potential, benefiting over 20,000 community members across 28 villages in eight states.

Commenting on the PRI’s climate action journey, a spokesperson for Pernod Ricard India said, “Climate action today must move beyond intent and create measurable impact at both environmental and community levels. At Pernod Ricard India, our focus is on building long-term resilience through integrated interventions across water stewardship, renewable energy, regenerative agriculture, circularity, and rural livelihoods. As climate challenges continue to evolve, scalable and collaborative solutions will play a critical role in creating sustainable ecosystems for the future.”

Alongside community-led initiatives, PRI continues to advance sustainability across its operations. Today, 98% of energy requirements across its distilleries are met through renewable sources such as biomass, while all production sites and offices operate on 100% renewable electricity under its global RE100 commitment. Since FY2018, the company has achieved a 24% reduction in water consumption intensity, surpassing its FY2030 target ahead of schedule.

The company’s focus on circularity is reflected through its #OneForOurPlanet initiative, under which PRI has eliminated permanent mono-cartons—resulting in a reduction of over 8,000 tonnes of CO₂ emissions annually and saving nearly 2.95 lakh trees each year, while expanding the use of recyclable and compostable materials.

These initiatives reflect Pernod Ricard India’s integrated approach to sustainability, combining environmental stewardship with community development to create long-term, measurable impact.

As business increasingly plays a crucial role in addressing climate change, Pernod Ricard India remains committed to scaling solutions that resonate with natural resources, strengthening community resilience and creating lasting impact for future generations.