The Shubh Mint initiative, launched in 2017 with implementation partner Tanager, addresses the volatility of a market where 80% of natural menthol originates from a single Indian region. By training more than 24,000 farmers in climate-smart agricultural techniques, the company has successfully reduced production costs by 20% while simultaneously doubling mint-related incomes for participating households.
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Mars pivots to Indian mint for European supply chain
Mars has begun integrating natural menthol from its Indian Shubh Mint programme into chewing gum production lines across the UK and Poland. The transition marks a shift toward a resilient, traceable supply chain, moving away from industry-standard synthetic alternatives to bolster long-term agricultural stability in Uttar Pradesh.
Beyond yield improvements, the programme has catalyzed community-wide shifts. Over 8,500 women have received training in sustainable farming, with many branching into independent businesses ranging from dairy farming to retail. This socioeconomic progress is now being scaled into a 'full farm' model, where Mars aims to support farmers in achieving a verified living income by applying sustainable practices across all their crops, not just mint.
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