New Delhi: Lay’s has launched a powerful new initiative — ‘Mitti Ki Chitthi’ — to spotlight the fundamental role of soil health in agriculture. As part of this campaign, Lay’s® has rolled out Mitti Jaanch Kendras (soil testing centers) across key potato-growing regions of Uttar Pradesh, Bihar, and West Bengal. The initiative is a heartfelt tribute to Mother Earth and a meaningful step in Lay’s® long-term commitment to sustainability and farmer welfare.
Through Mitti Jaanch Kendras, Lay’s® aims to equip farmers with accessible, scientific insights into their soil’s condition — including nutrient composition, pH levels, and key agricultural parameters — enabling smarter crop management and improved yields.
Anukool Joshi, Director Agro, PepsiCo India, said, “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.”
Adding a poetic dimension to this initiative is the launch of a short lyrical film, ‘Mitti Ki Chitthi’, that personifies the Earth as a mother writing to her daughter — the farmer. The evocative visual narrative brings alive the enduring, unspoken connection between the soil and the hands that nurture it. It reinforces the brand’s message: that the journey of every chip begins with care for the Earth.
Saumya Rathor, Marketing Director, Lay’s, PepsiCo India, shared, “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.”
The response from the farming community underscores the campaign’s impact. A farmer from Uttar Pradesh said, “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.” (translated)
This campaign aligns with PepsiCo India’s broader agricultural vision. The company works with over 27,000 farmers across 14 states, championing regenerative agriculture and sustainable sourcing. Past initiatives like Mitti Didi and Lay’s® Smart Farm have emphasized the role of technology, education, and environment-first practices in building resilient farming communities.
