New Delhi: Great chips begin with great soil — and great soil begins with care. Rooted in this belief, Lay's, as part of its commitment to regenerative agriculture, has launched Mitti Jaanch Kendras: specialised soil testing centres in Uttar Pradesh, Bihar, and West Bengal. These centres equip farmers with science-backed insights into soil health. By empowering them to make smarter, more sustainable decisions, this initiative strengthens not only their harvests but also the land they depend on. These centres provide farmers with critical data—from nutrient composition to pH levels—removing guesswork from the cultivation process. The result is a more informed, efficient, and regenerative approach to agriculture.
Turning Insight Into Impact
The Mitti Jaanch Kendras are part of PepsiCo India's larger agricultural vision, which supports more than 27,000 farmers across 14 states. Alongside initiatives like Mitti Didi and Smart Farm technology, these centres reinforce Lay's commitment to regenerative farming— nourishing the earth while enhancing productivity. The Mitti Jaanch Kendras aren't just about improving yield; it's about understanding and preserving the delicate balance of the ecosystem beneath our feet.
Anukool Joshi, Director – Agro, PepsiCo India, explains,
"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."
Beyond Chips: Reconnecting with the Earth
While Lay's is known for delivering joyful snacking moments, the brand understands that true quality starts at the source. The Mitti Jaanch Kendras are a tangible step in re-establishing a meaningful connection between food and where it begins — the soil, which nourishes us much like a mother's love.
As Saumya Rathor, Marketing Director, Lay's, PepsiCo India, puts it,
This is not just about chips. It's about reconnecting with where food truly begins — beneath the surface, in the soil. With the launch of Mitti Jaanch Kendras, we're taking a significant step to empower farmers with the tools they need to care for their land. Mitti Ki Chitthi 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.
A Poetic Reminder from the Earth
To bring this mission to life emotionally, Lay's released Mitti Ki Chitthi, a deeply moving and visually poetic film directed by Amit Sharma. In it, the Earth speaks like a nurturing mother, writing a heartfelt letter to the farmers who care for her. Through lyrical narration and evocative visuals, the film reminds us that when we care for the land, the land returns that care, much like the unconditional love of a mother. Just as a mother writes to her child, the Earth expresses gratitude, offers wisdom, and gently reminds us of the balance, care, and attention she needs to thrive.
Amit Sharma, Director of the film, shares,
Mitti ki Chitthi was more than just a film — it was a journey into the heart of our land and its people. Every frame is rooted in real stories, real soil. Through it, I've tried to craft a small ode to Mother Earth, led purely by emotion and truth.
Rajdeepak Das, CCO, Publicis Groupe – South Asia & Chairman, Leo – South Asia, reflects,
It's a Humankind idea— honouring the Earth and the people who cultivate it.
A Future Rooted in Care Mitti Ki Chitthi is not just a campaign. It is a heartfelt call to return to our roots, both emotionally and agriculturally. It reminds us that great taste starts in the soil — in the unseen labor of farmers, in the decisions we make to farm sustainably, and in our commitment to nurturing the Earth. In every crisp, there's a connection.
In every crunch, a quiet beginning. And in every letter from the Earth, a future worth nurturing.
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