~Celebrates the 5th edition of Barley Growers Day in Farrukhnagar, Haryana~

• The SmartBarley program has achieved 100% performance across farmer skill development, digital connectivity, and financial empowerment metrics for three consecutive years
• This initiative expanded from 1,000 farmers in 2016 to over 2,000 farmers in 2025, demonstrating the successful scaling of sustainable agriculture practices
• Empowers farmers with new age technology, sustainable farming practices and more business opportunities
• Procures 14,000+ tons of domestic barley in 2025, strengthening India’s position in malt-quality barley production
  

Farrukhnagar, February 19th, 2025 – AB InBev India, the leading beer and beverage company, marked the 5th Annual Barley Growers Day, reaffirming its commitment to fostering a resilient and prosperous farming community through its pioneering SmartBarley Program. With over 2,000 farmers engaged, the initiative has significantly enhanced barley cultivation across Haryana, Rajasthan and Uttar Pradesh—regions that collectively contribute more than 50% of India’s barley production. The event underscored AB InBev’s unwavering commitment to building thriving communities and resilient agricultural supply chains by empowering farmers with skills, connectivity, and financial stability.

The event showcased a comprehensive displays of crop management trials and 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 program has evolved into a comprehensive agricultural transformation initiative.

A cornerstone of AB InBev’s global Smart Agriculture initiative, the SmartBarley program has been instrumental in driving sustainable practices and improving livelihoods in key barley-growing regions since 2009. The initiative has achieved remarkable success, delivering consistent yield improvements of 5-15% and maintaining an unprecedented 99% compliance rate with industry quality standards, demonstrating 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 Program, 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 SmartBarley Program has emerged as a transformative force in India’s agricultural landscape, introducing innovative solutions to modernize 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 program’s innovative approach, “The success of our SmartBarley Program lies in its holistic integration of technology, sustainability, and community empowerment. By achieving 100% 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.”

Furthering its commitment to farmer welfare, AB InBev India is launching a groundbreaking vision care initiative for the barley farming community in Farrukhnagar, Haryana. This program addresses a critical yet often overlooked aspect of agricultural productivity – farmer vision health. Research has shown that clear vision can boost individual productivity by up to 32%, making it a crucial factor in agricultural efficiency. The comprehensive initiative will provide vision screenings to 400 barley farmers, along with the distribution of eyeglasses and specialized care referrals where needed. Beyond individual farmers, this program promises to create a ripple effect of positive change, as improved vision enables farmers to better support their families, contributing to both household well-being and community prosperity.

Looking ahead, AB InBev India plans to expand the program’s reach while maintaining its focus on sustainable practices and farmer empowerment. This expansion comes at a crucial time, as India’s barley sector shows strong potential for growth, with domestic demand expected to increase by 15% compared to 2015 levels.