The company has invited its 200 farmer friends from the states of West Bengal, Punjab, Bihar and Maharashtra to watch Pepsi IPL matches live at the stadiums in Mohali, Kolkata and Mumbai, PepsiCo India said in a statement.

"The farmers invited for Pepsi IPL matches have demonstrated leadership in improving yield, water conservation in agriculture and have had a long-standing association with PepsiCo India," it added.

PepsiCo India has established a model of partnership with farmers and now works with over 24,000 farmers across nine states.

"Farmers have been key contributors to our success in India and we have always held them in high regard. We work closely with them to develop sustainable farming practices and are happy that the association has been mutually rewarding," PepsiCo India Vice-President-Agriculture & Corporate Affairs, Vivek Bharati said.

It is the company's pleasure and privilege to host some of its farmer friends at Pepsi IPL matches as a gesture of PepsiCo's gratitude, he added.

The company's engagement with farmers is on two fronts – collaborative farming of process grade potatoes and water conservation in agriculture through innovative techniques like direct seeding of rice (DSR) and drip irrigation.

The partnership has enabled PepsiCo to create a cost- effective and localized agri-supply chain for the business and the farmers have benefited through assured buy-back schemes for potatoes from PepsiCo, reduction in cost of cultivation, water saving, amongst others, it said.

India has been one of the top five markets of PepsiCo and it has eight brands which clock turnover of over Rs 1,000 crore in the market.

The company has 42 plants across India and apart from cold drinks like Pepsi, 7UP, Mirinda and Mountain Dew, it sells snacks under Lehar, Uncle Chipps and Kurkure brands, among others.

(Agencies)

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