1917 Integrated Technology Enabled

Agri Management System (1917iTEAMS)

Mr. Sampath Kumar IAS

Commissioner & Secretary, Agriculture Department

Government of Meghalaya, India

kumar.sampath@gov.in

22nd National Conference on e-Governance 2019, Shillong, 8th – 9th August 2019.

Citizen-centric E-Government

• E-Government and Digital technologies provide multiple channels of communication and transaction for citizens and stakeholders

• The farming community can tremendously benefit from linkages with markets and agricultural expertise through digital technologies

• Increasing use of mobile phones, internet connectivity, and smart technologies are important enablers in such initiatives

• 1917-Integrated Technology Enabled Agri Management System (1917iTEAMS), launched by the state government of Meghalaya, India.

• Toll free number “1917” accessible from all telecom service provider networks of the state and from certain telecom circles outside the state.

• The goal of 1917iTEAMS is to provide a transparent platform for the farmers in the state to network and connect with agri experts & each other, avail low cost evacuation services and establish direct lines of communication with markets across the globe.

Focus of Presentation

• This presentation examines the stages in the implementation of 1917iTEAMS

• Discuss the success factors, challenges and lessons learnt in the process

• Perspectives of various stakeholders involved in the process

• To what extent are farmers satisfied with this initiative

• Strategies to spread awareness on the program, and the required training to selected representatives from villages.

State of Meghalaya, India • Northeastern region, part of the “Seven Sisters of India”

• Population of 2,966,889

• Land area of 8,660 sq mi

• Rural population 80% (national avg. 69%)

• Agrarian economy, especially non-traditional crops

• Largely forested, highest amount of rainfall in the country

Meghalaya‟s Economy

• Agricultural sector is a major source of

employment for 2/3 of state population

• Gradual growth in the industrial and

services sectors and contribution to the

GSDP (Gross State Domestic Product)

• Share of the agricultural and allied

sectors in the GSDP has decreased from

around 40% in the early 80‟s to 15-

19% currently.

Meghalaya‟s Economy • Major causes for such sectoral changes:

– Fragmentation of the agricultural land holdings

– Greater numbers of small and marginal farmers

– Resulting prevalence of tenant farming practices

– Weak post-harvest management.

• Structural hurdles such as dominance of middle-men, trader cartelization, irregular power supply, lack of assured irrigation and access to finance

• Absence of organized evacuation logistics, limited or no access to remunerative and sustainable markets and the absence of transparent processes and platforms that facilitate healthy buyer seller interaction and activities.

1917Integrated Technology Enabled Agri Management

System

(1917iTEAMS program)

1163 villages, 407 circles, 44 Blocks, 11 Districts

1917 Integrated Technology Enabled Agri Management System

(1917iTEAMS program)

• India‟s first-ever disruptive farmer centric, market-oriented, cloud based facilitation service that connects farmers to markets through real time agro advisories, affordable logistics, and market information

• Inaugurated by the Chief Minister of Meghalaya on December 29th 2017

• Symbolic being one hundred years after the 1917 Champaran Satyagrha by Mahatma Gandhi to liberate famers from colonial exploitation

• The program was established by the Department of Agriculture in collaboration with the Meghalaya Institute of Entrepreneurship (MIE), Digital India Corporation (DIC), Meghalaya Small Farmers Agri Business Consortium (MgSFAC), Department of IT, Central Agriculture University (CAU), and Department of Animal Husbandry

• The primary Programme Management Unit (PMU) is the MIE, which operates through the following 3 verticals: agro advisories, logistics solutions and market connect

Agro Advisories • The important goal of digital government is to

provide citizens and stakeholders with access to information and necessary expertise, both online and through mobile technologies

• 1917iTEAMS enables the farmers to call the toll free 1917 number with queries related to Agriculture, Horticulture, Fisheries, Animal Husbandry, Apiculture and Sericulture

• There are two Agri Response Centres (ARCs) linked to the 1917 number to respond to these queries, as well as provide farmers information related to disease management in crops, health management in livestock and even departmental schemes and training

• Logistics Solutions. 1917 helpline enables farmers and their buyers to discuss and avail of competitive evacuation and transportation logistics and determine viable solutions to transport goods to farms or markets

• Market Connect. Finally, the major benefit of 1917iTEAMS is the provision of information on potential markets, buyers and sellers and enlightening farmers and buyers of the different selling / buying options available to them

Logistics & Market Connect

Agri Response Vehicles in Action

An 1917 iTEAMS Agri Response Centre (ARC)

at Shillong

Vision of 1917iTEAMS

To address and solve the pain points of the farming community through the design and

implementation of an ‘Integrated Technology Enabled Agri Management System’

(iTEAMS) that provides organized produce evacuation logistics, access to markets,

consistent and complete response / resolution, networking, knowledge, education and

life skilling in a transparent and convergent manner leading to universal access to

markets and market intelligence, financial empowerment and inclusion, improved

efficiency and effectiveness of the Agri and allied sectors while bringing about a

positive attitude and behavioural change amongst all stakeholders.

Objectives of 1917iTEAMS

• Provide access to the best markets, information, practices, packaging and safety

• Facilitate organized aggregation and evacuation logistics across the state

• Provide transparency in all transactions and a state-wide trade facilitation platform with

highest governance standards to facilitate healthy and competitive buyer seller interaction

and activities

• Provide universal access to market intelligence using Artificial Intelligence technology so that

buyers and sellers can make informed choices of where, how and how much to buy or sell for

• Provide quality, security, minimal wastage for consumers and higher returns for farmers

• Converge farmers’ needs, markets’ needs, technology trends & development

• Open up opportunities for the growth of enterprises and entrepreneurs in the value chain

• To be the first in the country to set up and operate an Integrated Technology Enabled Agri

Management System in a convergent framework combining Polity, Public sector commitment

/ experience and Private sector expertise

• Enhance the visibility & credibility of Government for all citizens

Process Description • The 1917iTEAMS is loosely based on the 108

Emergency Services which enables farmers and citizens to dial a single toll free number connected to a centralized call, dispatch and facilitation centre called the Agri Response Centre (ARC)

• The ARC operates on a cloud based technology platform hosted by DIC that collates

1) advisory, market, evacuation and logistics demand of farmers, FPOs, SHGs, Cooperatives etc on the supply side based on calls made to the toll free number and a mobile app.

2) the requirement for agri produce / products from buyers on the demand side through calls made to the ARC, emails from prospective buyers and through a mobile phone app developed in-house.

Process Description • Content dissemination section that processes this data and

sends out important information through text based SMS, voice calls, and through mobile apps

• This would include information related to crop, weather, animal health, input dealers, market information, buyer demand, produce availability, plant protection and expert advisories

• The other component of 1917iTEAMS is the evacuation and logistics service which consists of dedicated, entrepreneur owned, Agri Response Vehicles (ARVs) across the state

• These vehicles are usually 2 tonner pickup vehicles backed by a GPS enabled fleet management and tracking system, which will move out, under the direction and tracking of the ARC, to lift farmer‟s produce from aggregation sites and transport the produce directly to the farmers‟ choice of markets.

Stage 1 (Problem Statement)

Stage 3 (Logistics Solution)

Stages in Implementation of 1917iTEAMS

Entrepreneur owned ARVs were on boarded through a public procurement process and fleet management system established

Stage 2 (Agro Advisory)

Identification of a technology partner and platform, and the team selected Digital India Corporation (DIC) and their Interactive Information Dissemination System (IIDS) platform

Identification of major points of concern among the farming community through interviews, focus group discussions and workshops

Stage 4 (Market Connect)

Stage 6 (Expansion)

Stages in Implementation of 1917iTEAMS

Application is expanding to the entire state, and the feasibility of expanding to the entire

nation was discussed

Stage 5 (Upgradation)

Software was upgraded and the model was fine-tuned based on the recommendations of

experts and feedback from farmers and buyers

Mobilization of buyers and sellers through visits, calls, emails, social media as well as market

surveys

Success Factors • Personalized „Agro Advisory‟ based on „Farm and Farmer Profile‟ in the local dialect through the IVRS, SMS

and the mobile app

• Booking of Agri Response Vehicle (ARV) on Toll Free and through the mobile app

• Market accessibility through the ARVs

• Sell / buy request on Toll Free number and on the mobile app

• Price transparency and information on IVR, SMS and mobile app

• Best fit product market scenario

• „Personal Assistance‟ to raise „Multimedia Query‟ through Smart Phone app

• „Live Interaction‟ with Scientists and Level 2 experts through the IVR

• Facility to „Refer Critical Problems‟ to relevant „Crop Specialist‟ available virtually

• „Round the Clock Query Registration Facility‟ through IVRS & Smart Phones

• „Anywhere Anytime Access‟ to Past Advisories

• Facility to „Push Emergency Message‟ to Farmers based on Location and Crops

• „Network Independent‟ – Accessible from All Networks

• Farmers using text messages as a reference and validating transactions

• Timely information related to production, protection, post-harvest and weather

• Voice messages to aid farmers with less literacy skills

• Weather forecasts and awareness to help in planning agricultural work

• Short films via social media on agriculture related information

• Increased awareness about the use of ICTs in agriculture

Challenges in Implementation

• Farmers not disclosing their complete information to maintain the farm database

• Non availability of the complete soil data for each farm

• Non availability of parameters to maintain the farm history for each farmer

• Non availability of reliable production figures for some crops

• Non availability of real time market prices for certain commodities

• Non-familiarity of farmers with a multiple option based IVRS

• Little to no aggregation of produce at farm gate leading to sub optimal utilization of ARVs

Lessons Learnt

The successful implementation of the 1917iTEAMS project necessitates the following

aspects:

• Continuous training and feedback sessions for field personnel to understand the

issues of the farmers

• Need for more sensitization meetings and linkages with various service providers for

need based services

• Most critical success factor - data on production and pricing critical

• Continuous presence of on ground support

• Training farmers to use the 1917iTEAMS platform to access expert solutions in their

daily agricultural practices

• Promotion of local aggregators necessary for economies of scale, optimizing ARV

usage and attracting bigger buyers

Total No Queries including New Farmer Registration

0

20

40

60

80

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Avg Jan to Sep 2018

Oct/18

Nov/18

Dec/18

Jan/19

Date 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Avg Jan to Sep 2018

25 25 18 19 24 25 34 26 28 32 34 23 21 25 20 28 31 25 41 38 41 23 29 30 26 30 24 25 24 20 29

Oct/18 28 11 21 37 47 48 1 15 46 9 8 25 3 0 9 26 33 47 9 8 0 37 53 30 25 20 2 0 9 15 55

Nov/18 16 75 27 0 12 14 9 23 7 8 2 0 47 11 30 18 1 0 12 12 19 2 16 6 0 14 16 25 26 29

Dec/18 14 0 13 15 20 20 8 1 0 7 25 7 59 23 4 0 20 0 30 14 11 1 0 0 0 0 2 0 1 0 0

Jan/19 0 0 1 13 6 0 4 3 2 4 4 5 0 5 1 29 3 4 5 0 2 3 4 4 7 6 0 3 0 12 2

TOTAL QUERIES AND REGISTRATION

Month & Year Total

Jan 2018 321

Feb 2018 377

Mar 2018 837

Apr 2018 1218

May 2018 1354

Jun 2018 914

Jul 2018 752

Aug 2018 804

Sept 2018 877

Oct 2018 677

Nov 2018 477

Dec 2018 295

Jan 2019 132

Grand Total 9035

Top Open Cases: • Top open cases are enquiries on availability of schemes - in Agriculture, Horticulture, Livestock, Fishery • Availability and source of seeds is the next highest query • Source and availability of Bio Control agents • Lack of buyer information in certain cases

Escalation to Level II SMS

ITEM Level II Expert

escalation – Domain Wise

AGRICULTURE 107

APICULTURE 3

FISHERY 43

FORESTRY 1

LIVESTOCK 98

Others (Industries & Food Processing)

18

SERICULTURE & WEAVING 1

Grand Total 271

ITEM Count of Level II Expert escalation - Month

Wise

Jan 2018 36

Feb 2018 21

Mar 2018 35

Apr 2018 36

May 2018 40

Jun 2018 38

Jul 2018 15

Aug 2018 16

Sept 2018 13

Oct 2018 2

Nov 2018 10

Dec 2018 2

Jan 2019 7

Grand Total

271

Sample Buyer Produce Matrix

Target this year is to have a minimum of 10 local buyers registered and 5 National Buyers registered with us for each produce

Buyers Location Vegetables Local

Chicken

Broiler &

Kuroiler Fruits

Lakadong

turmeric

Sticky

Rice

Local

Rice Eggs

Long

pepper

Black

Pepper Bayleave

Local Buyer 11 5 14 3 11 4 1 2 6 3 6

NE Buyers 3 2 2 2 3

National Buyers 1 1 6 2 3 9

Total 15 7 14 6 19 4 1 2 9 6 18

Sl No Buyers ID

1 759901458 1 1 1 1 1

2 759901467 1

3 759901468 1

4 759901475 1

5 759901542 1 1 1 1

6 759901470 1

7 759901469 1 1

8 759901466 1 1

9 759901733 1 1 1

10 759901459 1

11 759901459 1

12 759901581 1 1 1 1

13 759901663 1 1 1

14 759901662 1 1 1 1

Buyer Seller Connected TOTAL MARKET CONNECT DONE till January 31, 2019 322

Connected, to be followed up 22

Total Market Connection till January 22, 2019 300

POSITIVE FEEDBACK 23

NEGATIVE FEEDBACK 192

NOT AVAILABLE 85

TOP 5 NEGATIVE REASONS Number

Low price offered 26

Did not call the buyers 26

No response from the buyers 22

Difficulty to deliver to the location 15

Inadequate requirement (huge quantity, not specific criteria) 14

POSITIVE FEEDBACK COMMODITY CONNECTION BETWEEN

Caller

1 I could sell my produce with a good amount Brown Eggs Wallam Lynrah Meat treat

2 Ready to sign an agreement with the buyers for future flower

business Flowers

DHO, Thadlaskein

Block FernsnPetal

3 I got a call from the farmer who wanted to buy piglet. I am thankful to your department for searching piglet buyers for

me. Piglets

Laststanding Shylla

(Farmer)

Diangly Ryngkhlem (Farmer)

4 Yes, the farmer called me up.Thankyou for connecting us, I will

have to call him back again, to collect the commodity Lemon grass Le Organic Farmer

5 Called the buyer, and we will sign a contract if we can supply

them on regular basis Tomato

Hills Farmers Unions

Kisan Network

6

Yes we got the contact, farmer called us Pear Zizira Artist

Ryntathiang

Yes it was a good deal, sold 1 sack of the commodity but he said he will call again for the rest

Pear Artist

Ryntathiang Zizira

7 Called the buyer, said that he is ready to take from us, we will be suppplying 3 times a week, will have to call him again when

commodity is there Squash

Melkaia Thongni

Wankitbor Pohshna

8 Yes it was a good deal, got to sell it to the buyer you gave me Lemon grass Mestander

Kharhari Zizira

9 Yes it was a good deal, the seller delivered the product here

and the price was reasonable Organic manures

Bernadeth Khongsngi

Bah Mawlong

10 Got to sell the commodity to the buyer you gave me Longpepper Therisia

Kharsati Babul Pator

11 I got to sell about 1000kg of the commodity to the buyer Ginger Diangly

Ryngkhlem Wans Food Processing

12 Sold it to the buyer Tomato Barness Thabah

Everest Marbaniang

13 I bought pineapple planting material from the source you have

provided Pineapple

suckers Jroinsing

Kharkongor Khreiwel Shadap

14 I Sold 10kg to the buyer Black

Cardamon Afu Jana Zazira

15 I bough 50 Kg of slice lakadong

turmeric, and I want to procure on regular basis Turmeric berniki Shylla Shiva Prasad

Voice of Farmers

1 392 Farmer Whoever Nongrum 16-Feb-18 SMS General I am very pleased with the SMS sent from your call centre Mynri Umsning

2 549 Farmer Mejes Timung 07-Mar-18 Sale COLKS TurmericI was very satisfied with the buyer you have provided for selling my

turmeric and the price fixed is very reasonable.Barato

3 612 Farmer Zachius Tympuin 13-Mar-2018 Sale Biswajit VegetablesThe response was very fast, Biswajit & Organisation have called me

and will come inspect my field .Nongstoin

4 667 Farmer Borsing Marbaniang 16-Mar-2018 ARV Bamboo

The ARV was on time and transportation price was reasonable. Will

further introduce it to other fellow farmers of the village. Khliehumstem

5 590 Farmer Sohbanshai Nongsap 12-Mar-2018 Agriculture Chillii want to inform that the advisory you have given on chilli was helpful

and effectiveNongkya

6 1086 Farmer Phairing Palma 2-April-

Positive Feedback

Sl No

Call Records

Reference

Sl No.

Caller Type Farmer Name Dated Category Buyer ITEM Feedback Location

2018 Livestock PigThe medicine suggested by you, was very good and it has helped

within two days.Thadmulong B

7 4895 Farmer Persidora Lyngdoh 26-Jun-2018 Livestock Pig

The concerned Dept. Animal Division,ICAR,Umiam had provided

regarding the Artificial Insemination and they said that to call them

back if the first dose is not succesful.

kyndongtuber

8 5416 Farmer Alisious Sad 13-Jul-2018 AgricultureMushroom

Spawn

I have got mushroom spawn from the department (College of Post

Graduate Studies, CAU,Umiam) where you have submitted the

application form.

Lumdiengngan

9 5542 Farmer Lastanding Shylla 20-Jul-2018 Livestock PigletsI got a call from the farmer who wanted to buy piglet. I am thankful to

your department for searching piglet buyers for me. Nongkya

10 6517 Farmer Jroinsing Kharkongor 29-Aug-2018 Agriculture Pineapplei bought pineapple planting material from the source you have

provided .Mawkynrew

Success Stories Agro - advisory services

Soil pests are a menace in the agricultural fields and many of the farmers are in the dark as to

how to manage and control them. A large majority of the registered farmers of 1917

iTEAMS called the toll free number to seek help regarding these soil pest in their potatoes fields.

Through recommendation of Tuber Scientists (Expert Level-II), 1917 iTEAMS disseminate

information about Metarhizium Anisophilate, an organic biocontrol, to control such pest. 1917

iTEAMS also share information on its availability and how to prepare the bio-control for

application. On a follow up study, the farmers* below and many others were contented with the agro-advisory as it helped them to controlled the

pest and are willing to use it in the future as well.

Farmer* Name: Mr. J. Mynsong

Farmer Regn. ID : 75926768 Village: Liarsluit (Ri-Bhoi)

Date of calling: 20-Feb-2018

Farmer* Name: Mr. B.R. Nongsiej Farmer Regn. ID : 759901220

Village: Nongumlong (East Khasi Hills)

Agri-Response Vehicle (ARVs) The ARVs has generated a huge

demand in the Khasi Hills and in the Garo Hills although it still lacks

awareness in many parts of Meghalaya. The ARVS have undergone more than 200 trips till date and have

assisted both the farmers and even local organizations (buyers) in

transporting their goods at a fair price.

Sample Farmer and his voice call below

Farmer Name: Mr. B. Marbaniang

Farmer Regn. ID : 75924059 Village: Khlieh Umstem (Ri-Bhoi)

Market Platform Located in the rural region of West Jaintia Hills,

about 50 kms from Jowai, 1917 iTEAMS was able to provide a marketing platform for its registered

farmer, Mr. Timung with a Shillong based Entrepreneur. Mr Timung, a grower of Lakadong turmeric complained to an ICO of 1917 iTEAMS about the poor market benefits received with

regards to his produce and basis this, the Entrepreneur and other interested buyers were introduced to him. Through this introduction, a

successful business transaction for Lakadong turmeric was built between the farmer with the

Entrepreneur, and subsequently with the farmers of the entire village and nearby villages too. Ultimately,

a deal of about 3000kg of Lakadong turmeric was made between the two stakeholders. The registered farmer, was highly contented with the transaction and the following is a quote from a call received

from him on March 7, 2018.

“I am very satisfied with the buyer you have provided for selling my turmeric and the price fixed

is very good”

Farmer Name: Mr. M. Timung Farmer Regn. ID : 751400503

Village: Barato (West Jaintia Hills)

Market Data/Feedback Collection

Awareness Campaigns Strategies for 1917iTEAMS

• Developing awareness through ATL, TTL and BTL

campaigns

– road shows, print advertisements, hoardings, market

kiosks

– radio and TV spots

– social and digital media

• Village and farming family level trainings by In-house

teams of Field Managers and Farmer’s Coordinators

• Network and functionaries of the Agricultural

Technology Management Agency (ATMA)

• Farmer’s Friends Network: A network of progressive

farmers and socially responsible individuals trained to

spread awareness at the field level, aggregate produce

and help mobilize users

• Participation in workshops, farmer melas, seminars,

training programs

Trainings and Awareness Camps

Farmer Co-ordinators in the Field

Conclusion • 1917iTEAMS enables farmers to network with experts and each other, evacuate

produce, connect directly with the markets, and obtain the necessary agricultural

information and expertise.

• 1917iTEAMS has been very well received by both the farming community and the

market, especially in the Garo Hills region

– advisories, market linkages and logistics

• Important catalyst for the collectivization and aggregation of both people and

produce

• More scope for imprevement and extension of services of 1917iTEAMS to all the

farmers of the state.

Next Steps for 1917iTEAMS

• Future goal to introduce an AI driven platform

– better matching of buyers and sellers

– handle routine requests

– analyze trends

– make projections

– location specific crop planning and forecasting

Improve the framing of policies, schemes, budgets, and interventions for the benefit of

farmers

1917iTEAMS is a unique innovative project that

can be adopted and implemented

in other states in India and regions across the world

The Chief Minister with the Team