Spikes Asia

The Biochar Project

LEO BURNETT, Mumbai / LAY'S / 2024

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Overview

Background

To ensure the food security of 1.4Bn Indians, farmers practice multiple-croppings.

In 1970s, the Indian green revolution made India’s food security self-sufficient, possible due to high yield seeds that took less time to mature, thus allowing for multiple croppings- a mantle taken up by Punjab farmers

Running against time, farmers need to clear stubble within only 15 Days. In such a short window, the only way left is to burn it- a decades old practice now ingrained in farmers lives.

Punjab farmers light their fields on fire to clear stubble, choking north-India in toxic pollution- annually 27Mn tonnes of stubble is burnt in Punjab which emits 6.8Mn tonnes of greenhouse gases.

Farmers were getting blamed for pollution despite their helplessness.

Our Challenge: Burning is an inherent part of Punjab farmer’s behavior; How could we transform a traditional but unsustainable farming practice of decades to a sustainable system of crop-sowing.

Idea

We found inspiration in the Indian Tandoor and partnered with Punjab Agricultural University to build a new design of an earthen kiln for controlled burning of stubble. Closed from the top, it has holes on the sides. Because of the heat, air expands and exits through the small holes with high pressure, which significantly reduces the amount of oxygen coming in.

Reduced oxygen leads to incomplete combustion of stubble which creates Biochar instead of ash. Biochar is a charred, carbon-rich soil amendment that not only remediates stubble burning but also redresses its impact.

The Biochar Project is not only a sustainable answer for stubble burning but is also an exceptionally viable soil conditioner directly influencing soil carbon, soil quality, crop production and food security, promoting economic and climatic benefits.

Strategy

Every year stubble-pollution impacts the health of millions. The blame is put on helpless marginal farmers who don’t have access to cost-effective solutions clearing stubble in time.

The problem? People consider stubble burning as just another agri-practice.

Not realizing that it is decades old ingrained behavior and is a marker of the beginning the next crop.

To protect the people, environment and crop, we needed a system that clears stubble effectively without disrupting farmer’s business-as-usual.

Our Strategy was simple: DWe couldn’t stop the burning, but we could burn the right way.

Inspired by the Tandoor, we proposed burning of stubble in a closed container to control the amount of smoke going out.

Primary TA: Lay's Punjab Farmers- as Punjab is the epicentre of stubble burning in India.

Secondary TA: Village Influencers, Head of the Village, Key Government Stakeholder with power to influence agri-ecosystem.

Execution

The earthen design of Biochar chambers can be made by farmers themselves from locally available materials. Farmers in India have traditionally made closed tents of mud and straw, so making biochar chambers came easy to them. This ensures its cost-effectiveness and scalability across Indian farms.

For the pilot, we took biochar straight to the epicenter of stubble burning- the Indian state of Punjab which contributes +95% to stubble burning. We installed the chambers around communities to take in large amounts of stubble in one sitting, ensuring all farmers clear fields in time and don’t miss the next plantation.

Through our agronomists, we are educating not only our farmers in Punjab but also their communities of young and old alike about Biochar and its positive impact on yield, soil, income and environment- ensuring both old farmers and the coming generation adopts sustainable farming practices without disrupting their faith in lighting fire.

Outcome

Within one year of implementation, The Biochar Project has transformed the decades-old ritual of stubble burning. Not only has it mitigated pollution but has also enhanced soil conditioning leading to reduced fertilizer costs and an increase in farm yield.

1. Reducing greenhouse gas emissions due to open-air burning has cut down pollution generated by 50%

2. Improving food security and farmer's financial stability, crop yield increased by 19%

3. Ensuring responsible production, carbon-rich biochar reduces fertilizer costs to farmers by 33%

Applauded by the Prime Minister of India- Mr. Narendra Modi on World Food India 2023, Biochar has also been recognized by the Indian Ministry of Agriculture for its groundbreaking impact. This project is an integral part of our pledge to achieve net-zero emissions by 2040, one decade earlier than called for in the Paris Agreement.

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