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Continuing its commitment to digital innovation, Telenor Pakistan has signed a Memorandum of Understanding (MoU) with Zarea Limited to help accelerate the digital transformation of Pakistan’s agriculture sector. The partnership aims to empower farmers with climate-smart, sustainable, and technology-driven solutions that boost productivity, improve livelihoods, and reduce environmental impact across the agricultural value chain.
The collaboration seeks to tackle some of the key challenges faced by farmers, including limited access to genuine agricultural inputs, sustainable crop residue management, and reliable trading opportunities. Through Zarea’s digital marketplace, farmers will be able to sell crop residue at fair, market-based prices rather than resorting to traditional burning practices that contribute to air pollution and soil degradation. They will also benefit from region-specific, data-driven advisories via Telenor’s flagship platforms Khushal Wattan and Khushal Zamindar, which together engage over 16 million farmers nationwide, helping them make informed decisions and adopt sustainable farming practices.
Commenting on the partnership, Ahsan Maykan, Chief Marketing Officer at Telenor Pakistan, said:
“Through this collaboration, Telenor Pakistan is expanding its role beyond providing advisory services to enabling market linkages, supporting environmental responsibility, and enhancing income opportunities for farmers. Together with Zarea, we are promoting responsible, technology-led farming practices that benefit both people and the planet.”
This partnership builds on Telenor Pakistan’s long-standing efforts to promote smart and sustainable agriculture. Over the years, the company has supported millions of farmers through its digital advisory platforms and collaborations with research institutions such as the Ayub Agricultural Research Institute (AARI) and AgriTech innovators like Crop2X. These initiatives deliver AI-driven advisories, climate awareness, and access to authentic inputs—further strengthening Telenor’s position as a catalyst for climate-resilient and digitally enabled agriculture in Pakistan.
