The Parachute Kalpavriksha Foundation (PKF), Marico’s flagship CSR initiative, reflects the Parachute brand’s ethos of nurturing sustainable agriculture and inclusive community development. Established as a dedicated non-profit entity, PKF is committed to enhancing farmer productivity, improving livelihoods, and fostering environmental stewardship. By promoting scientific agronomy, digital adoption, and resource-efficient practices, PKF empowers farming communities with the knowledge, tools, and support needed to build resilience and achieve long-term sustainability.

A cornerstone of this effort is the Agri-Business Centre (ABC), operated by local entrepreneurs as a vital resource for coconut growers. These centres provide cost-effective access to farm inputs, high-quality machinery, skilled labour, and technical services, while simultaneously creating recognition and financial stability for agripreneurs. Building on its success, PKF has partnered with the Agri Entrepreneurship Growth Foundation (AEGF) to develop 40 Agri-Entrepreneurs in Andhra Pradesh through comprehensive skill training. Till date, four ABCs have been established, delivering 10,689 services, underscoring their growing impact on rural livelihoods and agricultural transformation.