NEW DELHI, INDIA – In a world that’s always reaching for the next bite, Lay’s pauses to honor the hands that grow the potatoes and the earth that nurtures them. Enter ‘Mitti Ki Chitthi’, a lyrical, cinematic tribute to the bond between farmers and the land they love.
As part of its growing commitment to sustainability, Lay’s is launching Mitti Jaanch Kendras – state of the art soil testing centers now active across Uttar Pradesh, Bihar, and West Bengal. These hubs are designed to give farmers real time, science backed insights into soil health from pH levels to nutrient mapping and helping them make more informed decisions and grow better and more sustainably.
Anukool Joshi, Director Agro at PepsiCo India, added, “Soil is the starting point of everything we do in agriculture, and understanding it well is key to growing quality crops sustainably. With the Mitti Jaanch Kendras, we aim to provide farmers with access to scientific, data-backed insights that help them make better decisions — whether it’s choosing the right nutrients or managing resources efficiently. This initiative is a step forward in our ongoing commitment to supporting farmers with the right tools and knowledge, and Mitti Ki Chitthi beautifully captures the spirit of that relationship between the farmer and the land.”
Speaking on the initiative, Saumya Rathor, Marketing Director at Lay’s, PepsiCo India said, “With Mitti Ki Chitthi, we wanted to pause and talk about where it all begins – because great chips begin with great soil. At Lay’s every chip carries a story – not just of flavour, but of the soil, and the farmers who pour their heart and care into nurturing it.”
This initiative echoes a larger vision from PepsiCo India’s growing portfolio of agri-innovation, from the Lay’s Smart Farm to the charming yet impactful Mitti Didi. With over 27,000 farmers engaged across 14 states, the brand’s shift toward regenerative practices is more than a campaign, but a commitment to sustainable agriculture while providing the best quality crisps.
