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# UgAi app from Engro Fertilizers will provide Pakistani farmers with direct access to fertilizers and advanced technologies

Publication Date: 09.10.2024, 10:00

UgAi will help ensure a consistent supply and quality of fertilizers, integrate advanced technologies like drones and satellite imagery for crop monitoring, and address issues like shortages and price distortions.

Engro Fertilizers, a leading producer of urea in Pakistan, has introduced “UgAi,” a pioneering integrated agri e-commerce platform in the country. This initiative is set to revolutionize the agricultural landscape by allowing farmers to directly purchase fertilizers at official rates, bypassing traditional supply chain inefficiencies.

The UgAi app, which is free for farmers, initially targets the agricultural community in Sindh, with plans for expansion across Pakistan soon. Engro Fertilizers will manage distribution directly from their warehouses, ensuring that farmers receive products that are suited to the specific requirements of their farms, such as size and crop type. This direct supply chain not only promises an uninterrupted supply of fertilizers but also guarantees quality and delivery convenience.

The app integrates state-of-the-art drone technology and satellite imagery to enable precise crop monitoring, aiming to decrease input costs and enhance yields. This technology-driven approach is expected to address issues like artificial shortages, pricing distortions, and the circulation of counterfeit products, which significantly affect the agricultural sector’s productivity and profitability.

The launch event in Hyderabad, Sindh, saw the presence of notable figures such as Sardar Mohammad Bux Khan Mahar, Minister of Agriculture Department—Sindh, and Rafique Ahmed Buriro, Secretary to Government Sindh Agriculture, Supply & Prices Department. Both praised Engro Fertilizers for setting a new benchmark in agricultural practices with the introduction of UgAi.

Ali Rathore, CEO of Engro Fertilizers, emphasized the app’s role in supporting government efforts to improve food security and uplift the farming community. He highlighted that UgAi is more than just a marketplace for fertilizers; it is a holistic solution that provides real-time data on crop health and soil conditions, empowering farmers with the information needed to optimize their crop management practices and yield outcomes.

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