G. C. Shrotriya IFFCO KISAN SANCHAR LIMITED New Delhi Farm Advisory through Mobiles- IFFCO -Airtel Workshop on “Use of Information and Communication Technology (ICT) in Indian Agriculture, October 16, 2015; Hyderabad, India
G. C. ShrotriyaIFFCO KISAN SANCHAR LIMITED
New Delhi
Farm Advisory through Mobiles-IFFCO -Airtel
Workshop on“Use of Information and Communication Technology (ICT) in Indian Agriculture,
October 16, 2015; Hyderabad, India
IKSL : JV Partners
• Serving rural India since 1967, enjoys tremendous loyalty in rural India
• World's largest Cooperative in Fertilizer Sector
• 40,000 Co-operative societies, 5.5 Crore members, 33 Crore indirect dependents
• Largest GSM and integrated telecom player in India. World’s 5th largest
• 162mn subscribers in India. 220mn customers in 19 countries
• Pan India footprint, 4.52 lakh towns & villages
• Enhance penetration amongst Low Income Rural Household
• Build Stickiness with the Brand
Objectives
• Provide additional services to enhance farmer productivity
• Build closer bonding with members
• Pioneer in rural telephony• Dissemination of content through
mobiles
Information Dissemination
Crisp and timely dissemination of
relevant day-to-day information is
crucial for farmers.
Huge gap exists between the information
needs of a small holder farmer and the
current means to satisfy them.
Information created by agencies such as
National Research System, Agricultural
Universities, Meteorological Department, and
other Government agencies suffers from last
mile connectivity issues.
This lack of information led to lost
productivity and enormous financial distress
for the farmers.
Challenges
Providing information directly to
farmers
Delivering location specific, time
sensitive information and important alerts.
Ensuring that this service does not
add economic strain on the farmers
Solution !
providing leverage to the
communication needs of farmers
converting their mobiles into dynamic
Power Houses of Knowledge
Telecom revolution, particularly mobile is -
Overview of IFFCO KISAN Services
Services to every rural subscriber
• Up to Four free voice messages on areas of interest
• Helpline Services managed by Experts
• Phone - in Programmes
• Mobile based Quizzes
Formation of Communities with common interest
• Focused information services on areas of common interest
• Strengthening NGOs, SHGs and other stake holders in rural areas to provide more intensive information services to members
Telecom Subscribers (wireless) - June 2015
562.95
417.85
Figures in Millions
Urban
Rural
Wireless Telecom Subscribers - June 2015
Area Subscribers Figures in Millions
Urban 562.95 Mn
Rural 417.85 Mn
TOTAL 980.80 Mn
Urban Tele Density 149.7%
Rural Tele Density 48.7%
Source: www.trai.gov.in on (1st September, 2015)
HIGHLIGHTS OF SERVICES
S. No. Particulars Apr.’14 – March‘15
1 No. of States Covered 19
2 No. of Zones in States 108
3 Content strength 47
4 Experts on Panel 44
5 Total Messages 110,856
6 Helpline Queries 53,951
7 Feedback 18,207
8 Phone In Programmes 866
9 Quiz Programmes 892
10 Communities 79
11 Regular Listeners 11 Lac
Architecture & Service Construct
IFFCO Database, Specialist’s Inputs,
Universities & Research Institutions
PUSH : Voice Based Information
PULL : Helpline
Message Planning
Proactive
• Crop calendar
• Cropping Pattern
• Agro-Ecological Situation (Horticulture, Animals, Soils, climate etc.)
• Weather Forecast and Market rates
Reactive
• Helpline Queries
• Alerts and Warnings
• Government Announcement
• Events
Message mix for every day is determined and
weekly message calendar is prepared .
Crop Calendar v/s Information Need
Crop stage/Crop life (days)/ Information need
Pre-sowing (-30days) Nursery raising (-5 to 0
days)
Nursery (0-25 days)
Soil testing
Field preparation
Soil amelioration(S/FYM/ Green manuring)
Hybrid/variety selection
Inputs availability
Soil treatment/sanitation
Seedbed preparation
Seed treatment (Bacterial/Fungal)
Application of fertilizers
Seed rate, seeding method)
Weed control
Water management
Biotic-abiotic stresses (termites,
hoppers, birds,b light)
Transplanting ( 25-35 days) Pre flowering (35-60 days) Post flowering ( 60-80 days)
Puddling
Basal nutrients application
Seedlings treatment (pesticide/nutrient)
Transplanting (spacing/seedling number)
Top dressing of urea
Water management (alternate
wetting/drainage, critical stages)
Alerts &Management of Insects
(hoppers, shoot borer, termites) and
diseases (blight, blast)
Alerts & management of insects
(hoppers, bugs, borers) and diseases
(neck blast, smuts)
Water management
Rouging
Maturity/harvest (80-150 days) Post harvestWater management, Rouging, Harvesting
Field drying
Threshing, Grain drying, Winnowing, Storage/fumigation, Mandi rates/ arrivals.
Crop Calendar v/s Information need for transplanted rice crop(Zero sowing date should be adjusted for different cultivation situation and maturity cycle of the variety/hybrid under cultivation)
Wet Season Cropping Pattern of North Bengal
S. No. Crops Area in Hectares %of total Kharif Area
1 Rice 841231 67.11%
2 Maize 19885 1.59%
3 Moong 519 0.04%
4 Urad 16523 1.32%
5 Other Pulses 17274 1.38%
6 Sesame 298 0.02%
7 Ground Nut 433 0.03%
8 Jute 224318 17.89%
9 Mesta 6639 0.53%10 Fruit Crops 67662 5.40%
11 Coconut 3118 0.25%
12 Areca nut 6284 0.50%
13 Vegetables 49374 3.94%
Total area 1253558 100%
Diversified information thru Voice Messages
Cover Diverse Areas
Crop Production/ Protection,
Horticulture/ Vegetable crops,
Market rates,
Weather forecast & Weather based agri- advisories information,
Natural Resource Management
Post Harvest and Processing
Animal husbandry/ Fisheries
Human Health,
Employment opportunities,
Government schemes,
General awareness on human rights, Environment etc.
Quality Assurance
Adherence to Content Plan and protocols is important.
Content plan – crop calendar, cropping pattern
Available protocols Gender policy
Weather policy
Marketing policy
Chemical protocol
Quality assurance criteria
Quality Parameters - Actionable, Authentic, Adequate, clear
Weather Based Crop Advisory
• Dear Farmer
• Tomorrow at <name of district>, min temperature will be X, max temperature will be
X, relative humidity will be X%, it is likely to be Xmm of rain, wind from (Direction) will
blow X km per hour
• For your crop X, please take the following actions <relevant action as per agro-advisory)
• Irrigation (if required if there is no rain, less rain, less humidity)
• Agronomic practices (e.g. fertiliser application, as per the crop calendar)
• Increased likelihood of X Pest and Y disease – please look for symptoms of X and take
these control measure (take appropriate control measure )
• Please follow contingency plan (As provided by Agriculture Department)
Crops Coverage -IIMS
• Field Crops - 60Cereals -10, Oilseeds - 12, Pulses - 12, Fodder -5, Fibre – 4, spices-10, others -7.
• Horticulture Crops - 131Fruits - 26, Vegetables - 39, Flowers -12, Aromatic & Medicinal Plants -6, Condiments -10, Tuber Crops – 6, Forestry -26, Plantation -6
Information Classification on 9X9 Matrix
1st Layer Field Crops, Horticulture, Animal Husbandry…
2nd Layer Cereals, Pulses, Oilseeds, Commercial…
3rd Layer Rice, Maize, Sorghum, Pearl Millet, Wheat, Barley…
4th Layer Crop requirement, Land preparation, Seed and seeding…
5th Layer Climate, Soil, crop rotation, …(Keywords)
IKSL classifies information on a 9X9 matrix in the following manner:
Tag words/key words are equally important
Feedback from Farmer
“Abhi kuch dino pehle mujhe phone par mandi ke bhaav maloom chale the. Accha rate mil raha tha. Isliye maine fasal jaldi kaatkar bech di. Ab kam daam mil rahe hain. Accha hua bech diya “
Individual Testimonials
Farmer Name : Nagappa
Village : Kudarimothi (Korpal), Karnataka
Mobile : 9611430225
Land Holding : 0.8 Ha ( Marginal farmer)
Crop : Crossandra Flower crop
Problem : Plants not flowering
Solution : Spray of Calaxin @0.5 ml/litre
water
Result : Started getting 5-6 kg flowers
every day from 0.2 ha area and
Rs. 12,000 as monthly income
Individual Testimonials
State: Rajasthan
Region: Dodasara (Churu)
Farmer: Navrang Lal Ji
Mobile: 9928826440
Problem faced: Weakness in Buffalo, low yield in milk.
Solution given: Himalaya batisa 50 gm, anaraczone 2 tab mixed with sugar lump – once in a day for three days to the buffalo.
Cost incurred: $ 6.65/-
Benefit obtained: Stronger buffalo, increase in milk productivity.
Net increase in income : $ 68.7
Community Testimonial – An illustration
Partners : Vidiyal, Vidivelly
Location : Theni (Tamilnadu)
Initial no. of Women members: 569
Focused Voice Messages & Helpline on
Goat & Cow Rearing Education on Women's Rights Other areas of interest (Women’s Health)
Improved Income levels of members
Loan to create assets - Rs. 2.31 Cr. Income - Rs. 6.21 Cr. Profit - Rs 4.00 Cr.
Group increased to 1200
Banks willing to finance more women; Group to be extended to 5000
The Women’s Community received International Appreciation
Survey by TNS engaged by GSMA Foundation
Profile of the Farmers Surveyed
71.4%
87.5%
Households Earning less than Dollar a Day
Households Earning less than 2 Dollars a Day
Survey Result
Perceived usefulness of Voice Messages
7.5
9.5
10.5
33.2
39.2
0 10 20 30 40 50
None of them
Few of them
About half of them
Most of them
All of them
Useful and Interesting
10
12
14.5
39
24.6
0 10 20 30 40 50 60
None of them
Few of them
About half of them
Most of them
All of them
2.9
97.1
0 20 40 60 80 100
Not perceived as trustworthy
Perceived as trustworthy
Trustworthiness
Learnt this for the first time
• 70% + find most messages useful
• Most have got access to info for first time
• Extreme trustworthiness
IKSL vs. Other Sources of information
19
27.6
34.5
49.4
0 10 20 30 40 50 60
Extension officers of line departments and
banks
Government helpline
Agricultural related programs on TV/ Radio
Not using any other source
Percent
Better,
76.6%
Same,
23.4%
*Multiple responses possible, percent do not necessarily add to 100.
Usefulness of other sources
Using other sources of information*
• Almost half of the customers depend on IKSL as sole source of info• Most people rate IKSL quality as better than other sources
Implementation of Information Received
17.9
16.9
24.6
40.7
10.6
24.5
31.5
33.3
0 20 40 60 80 100
Not applicable
Do not intend to
Not yet, but certainly
intend to
Yes, implemented
Percent
Voice message information
Helpline information
“ It is a Great Idea .. Do it Across the World, Great Work .. Keep It Up ”
Barak Obama,President, U.S.A
Nov 7, 2010;Mumbai
“Today, India is a leader in using technology toempower farmers, like those I met yesterdaywho get free updates on market and weather
conditions on their cell phones”
Barak Obama,President, U.S.A
Joint Session of Indian Parliament
8th Nov.2010, New Delhi
Rural Portal initiative
• Increasing adoption of data related services in rural India
• Leveraging IFFCO KISAN’s content repository
• Extend new services in an emerging area
• To target a wider spectrum of client segment
How can I
access
RURAL
PORTAL?
FOR INTERNET USERS:-
http://www.iffcokisan.com/
IFFCOKisan.com HOME PAGE
First Four Modules are Fixed
Second Four Module To
Be Customize By Register
Users
Each Icon provides access to different modules. ‘My Dash Board’ shows all modules with focus on voice messages and reference library.
Quick/direct search the content
Select Language like English, Hindi etc..
Set Locations
Mobile Apps download
Audio Option also Available
How to Customize, before register on portal .. See to next slide
Portal Login
IFFCOKisan.com portal login page
Enter the User name & Password
Enter the Password and Click on Login Button. Registered users have special privileges such as setting preferences, etc.
Or register yourself
DATA USERS WITH IFFCO KISAN
• Data enabled Green SIM subscribers - 15.0 Lakh
• Existing Data users - 4.0 Lakh
LEVERAGING IFFCO KISAN CONTENT
• Harnessing existing rural specific content
• Deliver customized content and services
• Potential for greater interactivity
• Greater impact through contextual images and video
• Facility to drill down and search archives
IFFCO KISAN Mobile can be downloaded from
Android Play Store.
Contact
IFFCO Kisan Sanchar Limited IFFCO House, 34, Nehru Place .
New Delhi- 110019 Website: http://www.iksl.in .
E-mail: [email protected] Number: 011-46729916