Telenor Pakistan has announced a collaboration with the Ayub Agricultural Research Institute (AARI), Faisalabad, to transform Punjab’s agriculture sector through digital innovation, research-based agri advisory, and sustainable farming practices.
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Letter of Intent (LOI) was signed at Telenor Pakistan’s Headquarters 345 in Islamabad by Ahsan Maykan, Chief Marketing Officer at Telenor Pakistan, and Dr. Sajid-Ur-Rahman DG, Chief Scientist Agri. (Research) from the Ayub Agricultural Research Institute (AARI), in the presence of senior officials from both organizations. Through this collaboration, AARI’s extensive research will be integrated into Telenor Pakistan’s largest digital agriculture platforms — Khushal Watan and Khushal Zamindar. These platforms will provide millions of farmers with timely, research-based crop advisories, enabling them to adopt climate-smart agricultural practices, enhance productivity, and strengthen knowledge sharing between researchers and the farming community.
Speaking on the occasion, Ahsan Maykan, Chief Marketing Officer at Telenor Pakistan, said: “At Telenor Pakistan, we believe that the future of agriculture lies in the fusion of technology, data, and research. Through our collaboration with AARI, we aim to empower farmers with the right knowledge at the right time via Pakistan’s most trusted digital agri platforms — Khushal Watan and Khushal Zamindar. Together, we are driving transformation in one of the most critical sectors of Pakistan’s economy.”
Adding to this, Dr. Sajid-Ur-Rahman DG, Chief Scientist Agri. (Research), AARI, remarked: “AARI’s mission has always been to translate research into tangible benefits for farmers. By partnering with Telenor Pakistan, we are enabling our scientific expertise to reach farmers more effectively through digital innovation. This collaboration will help enhance agricultural productivity, promote sustainable practices, and strengthen resilience against climate challenges.”
This collaboration marks a significant step towards the digital transformation of Pakistan’s agriculture sector, combining scientific research with advanced digital tools to create long-term impact. By working together, Telenor Pakistan and AARI aim to empower farmers with knowledge, strengthen the link between research and practice, and drive sustainable growth across Punjab’s agricultural value chain — contributing to greater food security and economic resilience for the nation.