In the agricultural heartland of Farakka in West Bengal’s Murshidabad district, farmers have historically faced an uphill battle against nature and limited resources. Most of them depended on conventional crops like paddy and potatoes, relying solely on monsoon rains for irrigation. 

With unpredictable weather patterns becoming more frequent, their livelihoods became increasingly uncertain. Water scarcity and a lack of exposure to high-yield, profitable farming methods kept income levels stagnant and opportunities for growth limited.

Understanding the deep-rooted challenges that plagued this farming community, Ambuja Cements, a part of the Adani Portfolio, stepped in through its CSR initiative to create sustainable agricultural solutions. 

The company introduced modern irrigation systems and promoted the cultivation of high-value crops like strawberries to transform traditional farming into a more resilient, productive, and profitable livelihood.

River Lift Irrigation: A Sustainable Solution to Water Scarcity

One of the most pressing issues faced by the farmers of Farakka was the unreliable access to water. Agriculture in the region was heavily dependent on the seasonal monsoon, which meant that in the absence of sufficient rainfall, entire crop cycles could fail. This not only affected food security but also the income stability of farming families.

To address this, Ambuja Cements implemented the River Lift Irrigation (RLI) system, a sustainable water management solution. The RLI system allows farmers to draw water directly from nearby rivers, ensuring a consistent and dependable water source throughout the year. This approach has been a game-changer, enabling farmers to cultivate crops during dry spells and allowing for multiple cropping cycles annually.

What makes this intervention particularly impactful is that it doesn’t rely on groundwater or expensive technology. Instead, it leverages the natural flow of nearby rivers through a structured pumping mechanism, making it a cost-effective and environmentally sustainable solution. Farmers who previously relied on one cropping season can now grow two or more cycles of crops, increasing productivity per acre significantly.

The availability of a consistent water supply has unlocked the potential for crop diversification, which lays the foundation for the next phase of the initiative—introducing high-value crops.

Strawberry Cultivation

With irrigation challenges addressed, Ambuja Cements identified the opportunity to introduce crops that offer better market returns. The company launched a pilot program to train local farmers in cultivating Winter Dawn strawberries, a premium crop that thrives in the region’s climatic conditions and offers significantly higher profits than traditional crops.

The selection of strawberries was both strategic and thoughtful. Strawberries are known for their quick turnaround time and high market demand. With proper training and basic resources, small landholders could achieve substantial returns even on limited plots of land. 

Ambuja Cements provided technical guidance, planting materials, and ongoing mentorship to ensure that the shift from traditional farming to strawberry cultivation was smooth and productive.

The results have been remarkable. Farmers who previously grew crops like paddy and potatoes on their land witnessed a dramatic increase in income. One such farmer, who cultivated strawberries on just 0.03 acres, reported earnings of ₹42,000 from that small patch alone, nearly three times what he would have made from traditional crops over the same area. The affordability of the process, coupled with access to a ready market, encouraged more farmers to explore this new form of cultivation.

The program also emphasized quality through proper sapling care, pest management, and post-harvest handling, ensuring that the produce met market standards and fetched premium prices.

Women in Agriculture

While the project significantly impacted the general farming population, its benefits were particularly transformative for women farmers. Traditionally engaged in unpaid or low-paying roles within agriculture, women in Farakka have now emerged as active participants and even leaders in strawberry cultivation.

With training sessions tailored to include women, Ambuja Cements ensured that female farmers were equipped with the same knowledge and tools as their male counterparts. The company also focused on building confidence, providing platforms for women to share their experiences and learn from each other.

Several women have since taken independent decisions regarding crop planning, investment, and reinvestment. Some have reported substantial gains, which have allowed them to contribute meaningfully to household income and future planning—an essential step towards financial inclusion and social empowerment.

Women farmers who once depended entirely on family earnings now see agriculture as a source of independence. From growing strawberries to planning small business investments, their role in the community has strengthened, making this initiative not just an agricultural revolution but also a catalyst for gender-inclusive development.

Impact Created

Ambuja Cements’ CSR initiative in Farakka has created a substantial and multi-dimensional impact on the local farming community. Over 40 farmers have embraced high-value strawberry cultivation, moving away from traditional crops with limited profitability. 

This shift has significantly improved income levels, with many farmers earning two to three times more than before, some even reaching ₹1.5 lakh from just 0.33 acres of land. The introduction of the River Lift Irrigation system has been instrumental in enabling this transformation, allowing year-round multi-cropping and reducing dependence on erratic monsoons. 

As a result, land use efficiency has increased, and the region is witnessing a positive shift towards more productive and sustainable farming.

The program has also brought women into the fold, increasing their active participation in agriculture and empowering them with financial independence and decision-making roles. Ambuja Cements’ continued support through training, technical guidance, and input provisioning has helped establish a self-sustaining farming ecosystem. 

The initiative’s success has generated interest among other farmers in the region, encouraging broader community involvement. Additionally, improved soil health and optimized water usage are fostering long-term sustainability. Importantly, the collaboration fostered among farmers is strengthening community ties, building a cohesive and resilient agricultural network in Farakka.

Way Forward

With strong early outcomes, Ambuja Cements is now focused on scaling the initiative in a phased and sustainable manner. One of the immediate next steps is to set up local nurseries for strawberry saplings. 

Currently, saplings are sourced externally, which increases cost and transit-related damage. A local nursery will not only reduce input costs but also ensure the timely availability of quality planting material.

In addition, the company plans to enhance technical training modules, introducing digital tools and mobile-based support to help farmers monitor crop health, manage irrigation schedules, and access market data. These advancements will further professionalize farming practices and help farmers make informed decisions.

There is also a roadmap to replicate this model in other regions with similar agro-climatic conditions. By adapting the Farakka template to local needs, Ambuja Cements aims to extend the benefits of its CSR strategy to a broader population, promoting inclusive growth and agricultural resilience.

Furthermore, the initiative will explore supply chain partnerships to connect farmers with larger markets and potential institutional buyers, ensuring that their produce gets fair pricing and consistent demand.