National: March 04, 2024

Yara Launches 'Kissan ka Sachcha Yaar' Campaign: Fostering friendship
between farmers and retailers for sustainable agriculture

National, March 04, 2024:
Yara India, a subsidiary of Yara International and the world's leading crop
nutrition company, is thrilled to announce the launch of its new digital campaign, "Kissan ka Sachcha Yaar". The campaign is aimed at highlighting Yara's commitment to empowering farmers to produce high-quality yields that are both nutritious and sustainable. The campaign coincides with the launch of FarmCare 2.0, an innovative app designed to support farming communities across India. The app provides farmers with real-time weather updates, soil management guidance, efficient fertilizer use, and a convenient online marketplace connecting them with nearby Yara Crop Nutrition Centers (YCNCs).
In India where 43% of the total workforce is engaged in agriculture, farming is more than just an occupation—it's a way of life— deeply rooted in community and camaraderie. Farmers share a unique bond, characterized by their willingness to support each other at all times. Yara recognizes this bond and aims to strengthen it further through the "Kissan ka Sachcha Yaar" campaign.

The visual language of the campaign draws inspiration from the deep sense of community among Indian farmers. It captures the spirit of collaboration and unity, symbolizing the everyday acts of kindness and support that define the farming brotherhood. From sowing seeds to reaping the harvest, Indian farmers work hand in hand, embodying the essence of true friendship.
Moreover, the campaign emphasizes that Yara isn't just a supporter of farmers; it's also a friend to retailers. By empowering both farmers and retailers alike, Yara nurtures a relationship based on mutual growth and prosperity. Through collaborative efforts, Yara ensures that the farming ecosystem flourishes, benefiting all involved. Commenting on the occasion, Sanjiv Kanwar, Managing Director, Yara South Asia said, "We are thrilled to launch our latest campaign, 'Kissan ka Sachcha Yaar'. It embodies Yara's unwavering dedication to strengthening the agricultural communities in India. This initiative underscores our pledge to forge enduring partnerships, drive sustainable growth, and pave the way for a prosperous
tomorrow, together with our valued farming community and retailers and pave the way for a prosperous tomorrow.”Yara's "Kissan ka Sachcha Yaar" campaign is a testament to the brand's commitment to supporting
the farming community in India. By empowering farmers and retailers, Yara aims to create asustainable future for all.

About Yara India  
Yara is the world’s leading fertiliser company and provider of environmental solutions. Yara India is a wholly owned subsidiary of Yara International ASA. The company set up its operations in 2011, in Maharashtra, focussing on speciality products. In 2018, Yara India acquired Tata Chemicals 1.20 million MT urea facility in Babrala, making it India’s first and highest stand-alone foreign direct investment in the fertiliser sector. The company has established a strong footprint, forging deep relationships with Indian farming community through its farmer centric approach enhancing
productivity with new generation crop nutrition offerings. Yara works closely with farmers to promote the use of balanced crop nutrition solutions through
Yara branded retail outlets called Yara Crop Nutrition Centre (YCNC) and the FPO initiative resulting in enhanced yield and quality of output. The YCNCs have benefited over 1.2 million farmers across 1500 outlets in 17 states and 1 Union territory of India.  Yara India digitally connects with 5.5 million farmers across India and provide service to 218 FPOs touching over 150 thousand farmers. In 2019, Yara India Technology Centre (Yara ITC) was established to address Yara's technology demands and
drive agile transformation. Being one of three Global Digital Hubs, Yara ITC plays a pivotal role indeveloping digital solutions.