Lay’s® has launched an initiative called ‘Mitti Ki Chitthi’ which highlights the importance of soil health, recognising it as the foundation for great taste in their potato chips. The brand emphasises that before a potato becomes a chip, it begins with the soil, celebrating the journey from earth to heart.
A core component of this initiative is the launch of ‘Mitti Jaanch Kendras’ (Soil Testing Centres). These specialised centres have been established in Uttar Pradesh, Bihar and West Bengal. The goal of these centres is to empower the farming community by providing them with faster and more accessible insights into the health of their soil. According to Anukool Joshi, Director Agro at PepsiCo India, understanding soil well is key to growing quality crops sustainably, and the centres aim to provide farmers with access to scientific, data-backed insights to help them make better decisions.
The launch of these centres was inspired by the need to give farmers precise and actionable insights into their soil health. By analysing critical parameters such as nutrient composition, pH levels, and other factors, farmers can make more informed decisions regarding crop management, the application of fertilisers, and soil amendments. This targeted approach is intended to enhance crop yields. An associated farmer from Uttar Pradesh noted a significant improvement since the introduction of the centres, stating that they no longer have to guess what the soil needs but now properly understand its requirements, including nutrients, planting times, and how to better care for crops. The farmer added that they feel more confident in their decisions and it is reassuring to know their ‘mitti’ (soil) is being cared for, and through that, they are too.
Complementing the practical support of the testing centres, Lay’s® has also unveiled the ‘Mitti Ki Chitthi’ lyrical film. This film is presented as a letter from Mother Earth to the farmer, celebrating the quiet yet strong bond between the soil and those who care for it. The narrative is likened to a mother writing to her daughter, where the Earth expresses gratitude, shares wisdom, and gently reminds the farmer of the care and attention needed for the land to flourish. Told through evocative visuals and a poetic narrative, the film aims to bring to life the deep, unspoken connection between farmers and the land they nurture, reinforcing the idea that caring for the Earth results in the Earth caring for us in return.
Saumya Rathor, Marketing Director at Lay’s, PepsiCo India, stated that with ‘Mitti Ki Chitthi’, they wanted to focus on the beginning of the process, because great chips start with great soil. She highlighted that every Lay’s® chip carries a story, not just of flavour, but of the soil and the farmers who dedicate their efforts to nurturing it. The film is described as a natural extension of Lay’s® commitment to empowering farmers with the tools needed to care for their land, giving a voice to Mother Earth.
This focus on care and soil health aligns with PepsiCo India’s broader agricultural vision. PepsiCo, as an agri-company, works directly and indirectly with over 27,000 farmers across 14 states. They champion innovations such as Mitti Didi and Lay’s® Smart Farm, aiming to empower farmers with accessible soil testing and using predictive technology for better yields. These initiatives are steps forward in PepsiCo’s ongoing commitment to support farmers with the right tools and knowledge. The company’s efforts are part of their strategic end-to-end transformation called pep+ (PepsiCo Positive), which puts sustainability and human capital at the centre of creating value and growth. This vision involves operating within planetary boundaries and inspiring positive change for the planet and people, strengthening PepsiCo’s commitment to regenerative agriculture, sustainable sourcing, and better farming practices. Ultimately, these efforts aim to ensure that every packet of Lay’s® chips begins with the highest quality potatoes, rooted in healthy soil.
