Karnataka/Bengaluru, 6 July 2026: ACC, along with the Adani Foundation, is helping farmers adopt sustainable agricultural practices and improve their livelihood security through community-focused development initiatives in and around Thondebhavi.

Agriculture had become increasingly difficult to sustain for Harish, a farmer from Tapasmakanahalli village. Cultivating marigold on his one-acre farm required annual investments of nearly Rs. 1.5 lakh. However, labour shortages, rising input costs and fluctuating market demand made returns on such a heavy investment uncertain. With his income heavily dependent on seasonal and festival demand, financial stability often remained out of reach.

Seeking a more sustainable alternative, Harish participated in an Adani Foundation-supported initiative promoting drumstick leaf cultivation. As part of the programme, farmers received exposure and training on cultivation practices, income potential and market opportunities. This initiative was designed not only to support individual farmers but also to encourage the wider adoption of drumstick cultivation, with plans to scale the model across more than 300 acres in the region.

Today, Harish has transitioned to drumstick leaf cultivation with approximately 7,000 plants on his farm. The crop requires relatively low maintenance and is supported by an assured buyback arrangement with Nora Agro Tech, reducing market uncertainty. His annual production is projected at 2,240 kg, generating revenue of approximately Rs. 2.24 lakh. With cultivation costs estimated at just Rs. 26,000, this model is expected to deliver a net annual income of nearly Rs. 1.98 lakh while providing a productive lifespan of up to 15 years.

For Harish, this shift represents a pathway to greater income stability and long-term financial security. For Adani Foundation, this initiative reflects the importance of supporting farmers with sustainable solutions that strengthen rural livelihoods, improve resilience and create opportunities for lasting economic progress.

The event brought together policymakers, industry leaders, scientists, diplomats, startups, and progressive farmers from across the country. The awards received an overwhelming response, recognizing outstanding contributions in four categories: Startup & Innovation Award, Women Agripreneur Award, Young Farmer Innovator Award, and Progressive Farming Excellence Award.

Dr. P.K. Singh, Agriculture Commissioner, Ministry of Agriculture & Farmers’ Welfare, Government of India, graced the occasion as the Chief Guest. He emphasized that Indian farmers hold centuries of practical wisdom, and agricultural innovation must solve real challenges while delivering economic benefits. He stressed the need for location-specific farming tailored to agro-climatic conditions, resource availability, and market demand. Highlighting initiatives like the National Missions on Pulses, Oilseeds, and Cotton. He stated that demonstrations and field-level evidence are the most effective ways to encourage technology adoption. Finally, he underlined that market demand drives agricultural success, making quality improvement, value addition, and efficient marketing systems essential for long-term sustainability.

Addressing the gathering, Mr. Roberto Carlos Papa, Agriculture Attaché, Embassy of Brazil in India, highlighted the strong and growing agricultural partnership between India and Brazil. Referring to farmers as the “real champions,” he applauded their resilience, commitment to food security, sustainability, and rural development. He emphasized the importance of international cooperation in advancing innovation, agricultural trade, research, and sustainable farming practices.

Dr. Sharmila Oswal, Millet woman of India and sustainability expert and entrepreneur, spoke about the need for stable policies, stronger implementation of government schemes, better coordination among ministries, simplified organic certification, improved processing infrastructure, and greater support for millet growers, women entrepreneurs, and agri-startups. She emphasized that policy consistency and market access are essential for building a thriving agricultural startup ecosystem.

Dr. R.G. Agarwal, Chair, Agribusiness Committee, PHDCCI, emphasized that India’s agricultural future depends on strengthening technology, improving extension services, reforming agricultural marketing, ensuring fair prices for farmers, and creating policies that make farming a profitable and respected profession. He urged greater collaboration between the government, industry, scientists, and farmers to achieve these goals.

Dr Jatinder Singh, DSG, PHDCCI, in his welcome speech emphasized that the awards were created to honor innovators, researchers, startups, and farmers whose work can be replicated nationwide. The initiative aims to promote knowledge sharing, collaboration between farmers and businesses, and sustainable models that strengthen India’s agricultural growth and rural economy. He further emphasized that farmers and field workers are the true heroes of Indian agriculture, as their continuous innovations in seeds, technologies, and practices play a vital role in ensuring food security and driving economic development.

The PHDCCI Agri-Business Awards 2026 reaffirmed the Chamber’s commitment to promoting innovation, entrepreneurship, sustainable agriculture, and farmer-centric development. The event concluded with a renewed commitment from government, industry, researchers, and farmers to work together towards building a resilient, technology-driven, and globally competitive agricultural ecosystem that contributes to the vision of Viksit Bharat.

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.