AB InBev India empowers farmers with its initiatives

AB InBev India recently celebrated the 5th Annual Barley Growers Day, reinforcing its dedication to building a resilient and prosperous farming community through its pioneering SmartBarley programme. Engaging over 2,000 farmers, this initiative has significantly enhanced barley cultivation in Haryana, Rajasthan, and Uttar Pradesh—regions that collectively contribute over 50 percent of India’s barley production. The event highlighted AB InBev’s steadfast commitment to creating thriving communities and robust agricultural supply chains by empowering farmers with skills, connectivity, and financial stability.

The event showcased comprehensive displays of crop management trials, innovative agricultural technologies, and success stories from more than 350 progressive farmers. Since its inaugural edition in Sirsa in 2016, which focused on upskilling and digital connectivity for 1,000 farmers, the programme has evolved into a comprehensive agricultural transformation initiative.

As a cornerstone of AB InBev's global Smart Agriculture initiative, the SmartBarley program has been instrumental in promoting sustainable practices and enhancing livelihoods in key barley-growing regions since 2009. The initiative has achieved remarkable success, consistently delivering yield improvements of 5-15 percent and maintaining an unprecedented 99 percent compliance rate with industry quality standards. This demonstrates the power of combining traditional farming wisdom with modern agricultural innovation.

“The beer industry stands as a powerful catalyst for economic growth in India, uniquely positioned at the intersection of agriculture, manufacturing, and hospitality,” said Kartikeya Sharma, President, AB InBev India. “Our sector’s strength lies in its inherently local and natural character, creating value from farm to glass. The impact extends far beyond direct employment—from empowering thousands of farmers through sustainable agriculture to energising an extensive network of suppliers, retailers, and hospitality partners. Through our SmartBarley programme, we’re leveraging this multiplier effect at scale, transforming barley cultivation into a cornerstone of rural prosperity while building a more sustainable and resilient agricultural future for India.”

The programme has emerged as a transformative force in India's agricultural landscape, introducing innovative solutions to modernise barley cultivation. At its core, the initiative takes a multi-faceted approach to agricultural advancement, combining cutting-edge research in crop development with hands-on farmer education. Through its ecosystem of experts, technological tools and financial resources, the initiative has created a sustainable framework that positions farmers at the forefront of modern, efficient barley cultivation while promoting environmental stewardship.

Building on this vision, Abhinav Bodas, Director—Procurement & Sustainability, AB InBev India, emphasised the programme's innovative approach, “The success of our SmartBarley Programme lies in its holistic integration of technology, sustainability, and community empowerment. By achieving 100 percent performance across all metrics for three consecutive years, we've proven that when farmers are equipped with the right tools, knowledge, and support, they become catalysts for transformative change. We are on our journey to creating a sustainable ecosystem where agricultural innovation drives both environmental stewardship and economic prosperity.”

Reaffirming its commitment to farmer welfare, AB InBev India is launching an innovative Vision Care initiative for the barley farming community in Farrukhnagar, Haryana. This programme addresses a crucial yet often overlooked aspect of agricultural productivity—farmer vision health. Studies indicate that clear vision can enhance individual productivity by up to 32 percent, making it a key factor in improving agricultural efficiency.

As part of this initiative, 400 barley farmers will receive comprehensive vision screenings, along with eyeglasses and specialised care referrals as needed. Beyond benefiting individual farmers, the programme is set to create a broader positive impact, as improved vision enhances farmers’ ability to support their families, ultimately contributing to household well-being and community prosperity.

Looking ahead, AB InBev India aims to expand the programme’s reach while continuing its focus on sustainability and farmer empowerment. This initiative comes at a pivotal moment, as India’s barley sector is poised for growth, with domestic demand projected to rise by 15 percent compared to 2015 levels.