Lay’s® Celebrates Earth and Farmers with ‘Mitti Ki Chitthi’ and Soil Regeneration Initiatives

Lay’s®, one of India’s most loved potato chip brands, pays a heartfelt tribute to Earth and the farmers who nurture it with its new initiative ‘Mitti Ki Chitthi’. At the core of this campaign lies a powerful message: great taste begins with great soil — and the dedicated hands that care for it.

Lay’s® launches Mitti Jaanch Kendras (soil testing centers) in Uttar Pradesh, Bihar, and West Bengal. These centers aim to provide faster, more accessible insights into soil health, empowering farmers to make smarter, more informed decisions. With the right knowledge of pH levels, nutrients, and soil conditions, farmers can plan better, improve crop yields.

Nurturing Soil, Supporting Farmers

where the company partners directly and indirectly with over 27,000 farmers across 14 states. By embracing innovations like Mitti Didi (a hyper-local agri-advisory model) and Lay’s® Smart Farm, PepsiCo empowers farming communities with tools, technology, and training.

“Soil is the foundation of our food system,” says Anukool Joshi, Director Agro, PepsiCo India. “With Mitti Jaanch Kendras, we’re offering farmers data-backed insights so they can manage resources better and grow sustainably. This is more than farming — it’s nurturing a relationship with the Earth.”

Mitti Ki Chitthi – A Letter from Earth to Her Caretakers

Lay’s® unveils ‘Mitti Ki Chitthi’, a poetic film narrated as a lyrical letter from Mother Earth to her farmers. The narrative explores the gentle yet powerful bond between soil and those who work it with love and care.

“Every chip tells a story — not just of flavor, but of the soil and the farmers behind it. With Mitti Ki Chitthi and our soil regeneration work, we highlight our belief that good food begins long before it reaches your plate. It starts in the mitti.”

Real Change, Real Impact

For farmers like those in Uttar Pradesh, this initiative marks a turning point. “Earlier, we guessed what the soil needed. Now, we know,” says a farmer from the region. With better understanding comes better yields — and a deeper connection to the land.

Lay’s® amplifies this journey through digital storytelling, influencer partnerships, and retail experiences, inviting consumers to look beyond the crunch and flavor of each chip, and appreciate the love and science that goes into growing the perfect potato.

A Commitment to Regenerative Agriculture

PepsiCo India’s initiatives like Mitti Ki Chitthi, Mitti Didi, and Smart Farm are transforming Indian agriculture. From soil regeneration and predictive technology to sustainable sourcing and education, Lay’s® stands as a brand that not only delights taste buds but also honors the roots — literally.