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Apart from digitalising India’s agri sector for over two decades, with its E-choupals, ITC is also enabling farmers to maximise the market reach. It is

Rethinking Revolutions: looking beyond crop productivity to measure agricultural prosperity true The popular notion behind any ‘revolution’ — green, yellow, white and blue — is the remarkable ability to frame the agrarian crisis in terms of production alone. At a time when doubling farmer’s income in the next five years has become the catch phrase, the policy emphasis is on the oft-beaten approach of boosting crop productivity, reducing the cost of cultivation, expanding the area under irrigation and providing a unified national agricultural market. This makes me wonder: if increasi...