Mars pivots to Indian source for European chewing gum supply chain

The Shubh Mint initiative addresses a significant vulnerability for the global confectionery giant. Approximately 80% of the world's natural menthol originates from Uttar Pradesh, India, a region prone to climate instability and fluctuating yields. By partnering with implementation expert Tanager, Mars transitioned from a research-based pilot to a full-scale ecosystem that supports over 24,000 farmers.

Techniques such as optimized plant spacing, irrigation management, and intercropping have reduced production costs by 20% while simultaneously boosting yields. Beyond technical improvements, the programme has facilitated financial literacy and independent business creation for over 1,000 women through local self-help groups. Mars is now scaling this framework into a 'full farm' model, encouraging participants to apply sustainable practices across all their crops to ensure year-round income stability and further insulate the supply chain against single-commodity risks.