A transformational business directly and positively impacting the agri community.
Post on 01-Jan-2016
217 Views
Preview:
Transcript
The power of RML..
A progressive farmer from Madhya Pradesh set up a small dairy to supplement the earnings from the agriculture. He chose the Jersey breed, quite unlikely in the area and set up a shed for 10 cows. The decision was validated when his monthly net profit went to Rs. 30,000. Reuters Market Light published this information to their subscribers through a simple SMS in Hindi:
बहा�दुर सिं�हा ठा�कु� र9981827471 ने� 10ज�� गा�यो� �� डे�योर� फा�र्म� खो�ला�।दूध दे�ने� कु� क्षर्मता�16ला�टर/दिदेने।जिज��� शु�द्ध र्म�ने�फा� Rs30,000/र्म�हा कुर्म�यो�.
Bahadur Singh was overwhelmed as he received over 500 calls from farmers in almost every corner of the state. Bahadur Singh was exhausted but satisfied for he had become the role model for hundreds of farmers. -Bahadur Singh ThakurMadhya Pradesh
On publishing of News by RML about the achievements in Organic farming and Vermicompost manufacture, a farmer received more than hundred calls from farmers belonging to different parts of Karnataka to know in detail about the practices, few farmers had even visited his farm to know about in person. He was overwhelmed and happy to know about his contribution and service to the farming community- Shivamma organic farmer from Shimoga district in Karnataka.
RML SMS informed Maharashtra farmers of one of the best rose farmers and he received over 700 calls to know more about the floriculture that fetches Rs. 100,000 per acre. More than 200 farmers paid visit to his rose farm to get first hand information and knowledge about the floriculture. - D. G. Kathe from Nasik district
The Need….
What price should I expect for MY crop?
When should I harvest and where should I sell MY crop?
What is the likely weather condition in MY district?
How can I boost MY productivity?
Where do I get insurance, loan or the subsidy from?
Hence, a need to develop a scalable agri information model that could reach millions of farmers in a cost effective, self sustainable manner while providing for individual farmer level personalization of
information.
Lack of timely, unbiased, localized and accurate
information
Avenues to easily purchase / access this information in an easy
to use format
High dependency on the middlemen and a
patchy network of ad-hoc information
sources
Economic and
Emotional pain for
the farmer
By one estimate, a farmer in India gets only 20-
25% price of their final produce vis-à-vis 40-50% in the developed world.
Nearly 60 percent of the working population
makes its living from agriculture
• The Idea and Research Phase
• Seed Funding & Research with hundreds of farmers all over India.
• Small scale market trials funding - A small scale service is run in Maharashtra along with running an ethnography study
2005 / 2006
• Launch in Maharashtra in October 2007 – RML was launched as a business
• RML launched in Punjab
2007 / 2008• Launch of RML Direct
- RML launches an award-winning first ever card for Micro-information Services designed specifically for the farming community.
• Partnership with Idea Cellular
• Partnership with Biostadt
• Pan India expansion - RML expands content operations in 13 states of the country.
2009 • Launch of the first crop specific product – RML Potato.
• RML wins six awards including The World Business Development Award (WBDA) from the UNDP, ICC and IBLF.
2010 • Rapid scale –up
• RML Impact validated through studies conducted by various independent organizations like World Bank, USAID, GIZ, LBS
• RML crosses the 1 million unique registered consumers mark
2011 / 2012
RML’s Journey…
8
Reuters Market Light (RML) is a pioneering, multi-award winning service providing personalized agri information over mobile phones to agri community 1 million unique subscribers estimated 50,000 villages 17 states 600 crop varieties 3,000 weather locations 1,300 markets
1 million unique subscribers estimated 50,000 villages 17 states 600 crop varieties 3,000 weather locations 1,300 marketsService Highlights 8 languages Local content Simple user interface On all telecom operators &
handsets
Impact Assessment
About RML
Easy to use product experience
2. Scratch Card
3. Call a toll free number
Service Starts
9
Impact Assessment
About RML
Designed to provide a very easy to use product experience
1. Purchase Card
10
RML creates, aggregates and disseminates best in class agri content
Market Prices: • Several hundred on-ground
reporters• World class data quality processes
Fastest and most accurate market prices
Local Weather: • Partnerships with IMD & private players• Cross-validation of weather forecasts
Accurate local weather forecasts along with weather based advisory
Advisory & Intelligence: • In-house experts at state and national
level• Partnerships with agri research
institutions and universities
Relevant, actionable and easily understandable information
Impact Assessment
About RML
Impact Assessment: Farmer testimonials
12
Price information - Nathuji Singh Gaud; Khargone .“he was puzzled when cotton prices were low in mid December & he didn’t know whether to hold or sell the
crop as the prices were fluctuating. "Then I started getting news from RML that the prices will increase. Its what I was seeking for… he sold 40 quintal of
his crop at profit of Rs 76,000 when prices were Rs 6,200/Q. I am so happy
with RML news that I extended the services from one month to three
months’’
Agri information - “I received the name and phone number of the
local officer to get the seed subsidy. I was able to act on the
information immediately.”
Crop advisory -“Anilbhai, Badla, GujaratI grow Cotton and Castor crop. I like RML
Crop Advisory. My cotton crop was affected by red spot disease this year. I
got a message from RML to spray pesticide to control the problem. On spraying as recommended, my crop recovered. My crop is better due to
messages received from RML. I have also benefitted by the prices message that
RML sends”
Weather based advisory - “I got message on relative humidity
going up to 70%. As a precaution, I put a spray of Rs.
500. My friend did not know this. He lost nearly Rs. 4 lakh of
his crop that day.”
Impact Assessment
About RML
Impact Assessment: Farmer testimonials (Gujarat)
13
Pravin Singh Chandbha, Surendranagar, Gujarat
My cotton crop had infested with Mealy bug and I had got message timely message from
RML to control it. By adopting chemicals recommended by RML , I could save INR 2 lakh. I am thankful to RML from providing
me timely information.
Raghavji Methabhai, Junagadh, Gujarat
I am doing lemon cultivation since last 17 year but was not able to get right/good price for my
produce. Since last 1.5 year , I am RML consumer and got tremendous benefit from the market price.
Earlier I was selling my produce in local market but after activating RML, I have started getting
prices for other market which helps me to decide the market and time to sell my produce. i have got very good profit from getting information
related to my crop and thankful to RML.
Pravinbhai, Jamnagar, GujaratI am using RML service since last 3 year.
During 1st year , I got it from GGRC. I like this service and recharged 2 times. I got many benefit from RML. I have asked query for wheat and I got
100% result from that. I get all information of cotton and sesame. In sesame I got 17 mann per bigha
higher production, which was higher than previous production. This service is useful always. I will be continuing in it.
Impact Assessment
About RML
Impact Assessment: Success Stories..
14
Impact Assessment
About RML
किकु��ने र्मध��(देने ध�कुड़ ने� कि*प ईरिरगा�शुने कु� उपयो�गा लाहा��ने कु� फा�ला पर किकुयो�।उत्प�देने 30% बढा�।प�ने� 60%कुर्म लागा�।गा�णवत्ता� बढा4 8120617103.
This news generated over 150 calls and 7-8 farmers from Khargone, Dewas and Harda districts traveled to his farm to know more about Drip Irrigation and how it enhances the production and makes economy of water. “This visit of farmers to my farm enhanced my reputation in the village. It’s all because of RML,” said Madhusudan Dhakad.
************* According to P. K. Singh, Chief Agriculture Officer, District Udham Singh Nagar, he received over 70 calls from the farmers when RML informed its subscribers via SMS that subsidy on paddy thresher is available. The officer, who had initially consented to publish his telephone number, was taken aback as the department did not have adequate supply of thresher to meet the farmers demand. He, however, was excited with the power of RML and agreed to share relevant and important information with RML, which would positively impact farmers in the state.
Few other recognitions by institutions of excellence in India and around the world…
“RML helps farmers get clarity on the prices their produce
would fetch, when they should harvest crops and the likely weather conditions besides
availability of crop insurance.”
“This data suggests that the RML service can
significantly increase the availability of price
information for farmers”
“What we are seeing in RML is the front end of a learning curve where the
younger and more progressive farmers are learning to exploit the
technology,”
“Innovative work of RML in India is spearheading a service
where farmers receive information on the price of crops at markets of their
choice…” RML recognized at the WEF in Davos - 2010
UNDP awards for achievement of
Millennium Development Goals in 2008 and 2010
“RML service was perceived as providing information that was better tailored to the subscriber
and was considered easy to access” – ICRIER study (2010)
on agri information services
FT & JustMeans
Social Innovation Award in
2010
Mention in Nandan Nilekani's book 'Imagining India'
Prof. C.K. Prahalad's
path-breaking book "Fortune at the
Bottom of the Pyramid"
Case Studies…
And many more…
Accenture Report – Masters of Rural India showcases
RML as one of the 3 successful rural
brands alongside Unilevers and Hero
Honda
16
Impact Assessment
About RML
Awarded to RML Cardas Runner-up in the Private Sector - Agriculture & Allied
Activities
Impact Assessment: Independent USAID – ACDI/VOCA PIKA study – change in information sourcing behavior
20
Before Project intervention
Preferred sources of information for farmers
More than 90% farmers showed willingness to continue the services
After Project intervention
Impact Assessment
About RML
Impact Assessment: Independent GIZ study – change in information sourcing behavior
21
Information Source During RML Subscription
Preferred sources of information for farmers
Almost 90% farmers showed willingness to continue the services
Normal Information Source
Impact Assessment
About RML
Impact Assessment: NABARD IMRB study – highly satisfied consumers
22
SatisfactionWhether would like to continue
Recommend to other farmers
Yes - 89%No - 11% Extremely
Satisfied
Somewhat Satisfied
Somewhat Dissatisfied
Extremely Dissatisfied
Impact Assessment
About RML
Impact Assessment: Few examples of Farmer Surveys – actionable and relevant content
Farmer feedback on benefits realized Farmers use various components of RML service as per their needs
Key Insights 100% farmers are satisfied and they took
decisions on the basis of RML information 80% farmers fetched higher prices for their
produce 78% percent farmers could save their money 80% farmers realized incremental productivity
23
Key Insights Every farmer has been benefitted
from RML from one or more content RML Services brought in the
behavioral change; farmers are trying new things and calling up RML toll free for additional information
Impact Assessment
About RML
top related