Farmer Cup 2024, developed by PAANI FOUNDATION, is a social and communication Android application aimed at fostering prosperous farmers through a competitive platform. Founded by Aamir Khan and Kiran Rao in 2016, Paani Foundation focuses on making Maharashtra drought-free. The app is part of the Satyamev Jayate initiative, led by core team members of the show, with CEO Satyajit Bhatkal and COO Reena Datta at the helm.

The Farmer Cup 2024 is a part of the Satyamev Jayate Samruddha Gaon Spardha, a competition designed to transform rural ecology and economy in Maharashtra. It encourages group farming and aims to increase farmers' income by collectively addressing farming challenges, fostering efficiency and sustainability in agriculture.