Value creation in AgriTech ecosystems through ITCMAARS

The advent of digital technologies is challenging traditional approaches in agriculture, necessitating a shift from linear business models to platform-based ecosystems. Responding to such a shift, ITC Limited, an Indian conglomerate, undertakes a journey in “phygital” transformation of its pioneering initiative, E-Choupal, to a newly envisioned platform, ITCMAARS. With a multi-stakeholder approach, ITCMAARS promises to integrate digital tools with physical infrastructure, creating an ecosystem of AgriTech service providers, financial institutions, and input manufacturers. Through this novel intervention, ITC attempts to address systemic challenges in Indian agriculture by offering advanced services through ITCMAARS, such as precision farming, data-driven decision-making, and improved market linkages. ITCMAARS also promises enhanced value creation and diversified revenue streams, while encouraging agricultural innovation and augmenting farmer productivity. This case study examines the phygital transformation of ITCMAARS and the opportunities for enhanced value co-creation in the newly envisioned platform ecosystem, in addition to the challenges of operating in such arrangements. The case provides a basis for classroom discussion, enabling students and practitioners to critically analyze the dynamics of platform-led digital transformation in agriculture and its implications for rural economies in emerging markets.