PMI's Mission to Boost Water Resilience in Tobacco Farming
Philip Morris International (PMI) has embarked on a transformative water stewardship initiative aimed at optimising 25 million cubic metres of water in tobacco-growing areas by 2033, with a notable contribution already seen by 2023.
Central to achieving this goal is a noteworthy initiative in India that integrates sustainable water management and community-based collaboration.
Innovative water management
In the drought-prone Andhra Pradesh state, PMI collaborates with local bodies and NGOs to help small-scale tobacco farmers enhance water security using farm ponds as micro-reservoirs.
These ponds capture rainwater during monsoons, supporting irrigation during scarce periods.
“Given the high seasonal variability of rainfall, it’s sensible to provide water and farm pond training to farmers,” says Anselma Faustina Welcker, Manager of Leaf Sustainability at PMI.
“That way, we can anticipate and mitigate competing demands for water and ensure the tobacco farmers have enough for irrigation.”
Building awareness and infrastructure
Initiated in July 2021, the first phase involved raising awareness and securing irrigation access. Meetings in villages like Rajupalem and Basavapalli showcased the benefits of rainwater harvesting.
Farmer-participation was marked by their contribution of land and labour, underlining the commitment to the project’s objectives.
By mid-2022, 76 farm ponds were constructed, resulting in nearly 19,000 cubic metres of additional water capacity. This development not only increased water availability but also enhanced farmers' confidence in planting decisions.
Enhancing skills and outreach
The expansion of the initiative in July 2022 extended its reach to additional villages, yielding 50 more ponds and a subsequent 1,500 cubic metres of water benefit. The focus was on imparting practical skills for rainwater diversion, pond maintenance and bund management.
“With the check dams and farm ponds we’ve built, we’re finally able to store enough water to recharge our borewells and keep our fields irrigated,” one farmer told the PMI team.
“Now, when we need it most, we have enough water to keep our crops alive for two to three days straight. It’s a relief to know our hard work won’t dry up.”
Installations of banners and signboards serve to reinforce community ownership and motivate further involvement.
Responding to climate variability
In response to growing climate unpredictability, the project in 2023 expanded into areas like Prakasam, Palnadu and Western Guntur. GPS technology supported the strategic placement of 15 additional ponds to maximise rainwater capture, each contributing 432 cubic metres to the water supply.
In ensuring sustainability, robust fencing was installed around both new and previous installations, enhancing safety and longevity.
“In Andhra Pradesh, our team has been working alongside tobacco farmers to build something more than infrastructure: resilience,” writes Jennifer Motles, Chief Sustainability Officer at PMI, on LinkedIn.
“Through 141 strategically-placed farm ponds across three phases, we’ve helped farmers transform seasonal rainfall into year-round security.”
Workshops on collaborative water sharing and bund maintenance further strengthened the long-term impact of these efforts.
A global paradigm for water conservation
Since its inception, the initiative has led to 141 farm ponds being excavated, greatly enhancing irrigation accessibility and resilience for regional farmers.
The approach diminishes the risk of crop failure, bolsters agricultural productivity and fortifies livelihoods in rain-fed farming sectors.
Globally, beyond Indian fields, PMI has embraced similar water management projects in countries like Argentina, Brazil, Italy, Malawi, Mozambique, Pakistan and Turkey, aligning these efforts with its overarching commitment to sustainable resource use across the agricultural spectrum.
