ITCMAARS, the generative AI-backed super app is the fourth-generation version of the ITC's e-choupal - providing a variety of apps to mobile phones that help farmers check for market rates, pests and diseases in the fields, weather updates, soil testing services, the inputs and banking services that they might require through the seasons.

"The ITCMAARS app is designed to be user-friendly and intuitive, allowing farmers to access information and services at their own pace and convenience," says, S. Ganesh Kumar, Divisional Chief Executive, ITC Agribusiness.

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