LAY’S® ‘MITTI KI CHITTHI’ TURNS THE SPOTLIGHT ON SOIL HEALTH – A TRIBUTE TO MOTHER EARTH

• Before a potato becomes a chip, and before a chip becomes a smile, it begins with the soil. Lay’s® celebrates this journey from earth to heart with the launch of Mitti Jaanch Kendras, aspiring to empower the farming community with accessible soil testing and honouring the care that makes every bite possible

• To deepen this connection, Mitti Ki Chitthi – a lyrical film that gives voice to the soil – celebrates the unspoken bond between farmers and the land they lovingly nurture

New Delhi, 16^th May, 2025: Lay’s®, one of India’s favourite potato chip brands, honours one of the most nurturing bonds of all – the one between the Earth and those who care for it. The iconic potato chips brand is strengthening its commitment to nurturing the foundation of great taste – the soil. Through its soil regeneration initiatives, Lay’s® has launched Mitti Jaanch Kendras in Uttar Pradesh, Bihar and West Bengal. These specialized soil testing centers provide farmers with faster, more accessible insights into soil health, supporting them to care for their land more effectively. With this effort, Lay’s® champions the belief that great taste starts from great soil – and the hands that nurture it.

The launch of soil testing centers was inspired by the need to provide farmers with precise and actionable insights into their soil health. By understanding the nutrient composition, pH levels, and other critical parameters of their soil, farmers can make informed decisions about crop management, fertilizer application, and soil amendments. This targeted approach enhances crop yields.

To bring this thought to life emotionally, Lay’s® has also unveiled Mitti Ki Chitthi, a lyrical letter from Mother Earth to the farmer, celebrating the silent, steadfast bond between the soil and those who nurture. As a mother would write to her daughter, the Earth lovingly expresses gratitude, offers wisdom, and gently reminds her of the balance, care, and attention she needs to thrive. Told through evocative visuals and a poetic narrative, the film brings to life the deep, unspoken bond between farmers and the land they nurture — reinforcing that when we care for the Earth, it cares for us in return.

This journey is being brought alive through digital content, influencer collaborations and retail experiences, inviting consumers to connect with the brand’s purpose and the real hands behind every chip.

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. With the launch of Mitti Jaanch Kendras, we strive to empower the farming community with the tools they need to care for their land. Mitti Ki Chitthi film is a natural extension of this commitment, giving voice to mother earth and reminding us that when we nurture nature, it nurtures us in return. The film serves as a preview to a larger journey, as we continue to share the heartfelt stories of the farmers that will bring the true essence of Lay’s® to life for every consumer.”

“Earlier, we would look at the soil and guess what it needed. But ever since the Mitti Jaanch Kendras came, things have changed for the better. Now we understand our soil properly — what nutrients it needs, when to plant, and how to take better care of our crops. As farmers, we feel more confident in the decisions we make. It feels good to know that our mitti is being cared for, and through that, so are we.” said an associated farmer from Uttar Pradesh. (translated)

This spirit of care runs deep in PepsiCo India’s agricultural vision. As an agri-company at heart, PepsiCo works directly and indirectly with over 27,000 farmers across 14 states, championing innovations like Mitti Didi, and Lay’s® Smart Farm. From empowering farmers with accessible soil testing to using predictive technology for better yields, every initiative strengthens PepsiCo’s commitment to regenerative agriculture, sustainable sourcing, and better farming practices, ensuring that every packet of Lay’s® chips begins with the highest quality potatoes.

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