Slide 1

Inclusive innovation for Farmers through Telecommunications & ICTs :The IFFCOs WayGagan GoelDy. Manager (Elect.)IFFCO, Aonla Unit, Bareilly

Woes of Indian Farmer

Information :An Important InputOther NeedsFamily Health and EducationEntertainmentNetworkingCommunicating with friends, relatives and society

Information on agri-inputs (seed, fertilizers, pesticides, credit)What input brands to use?How to use them effectively?Which are the best sources for procurement?Awareness about good agricultural practicesWeather informationTime of sowingPackage of PracticesQ/A with scientists and extension staffGovt. scheme/subsidies

Information on Forward linkagesMarketsPrice Discovery Consumer BehaviorPackaging , Grading and standardization

The ConceptThe concept leverages IFFCOs 40 years of deep understanding of rural issues. The idea is to make use of IFFCOs deep extensive reach and establish a low cost telecom distribution channel through the network of cooperative societies.To accomplish the task IFFCO tied up with Airtel to build and offer a platform for the farmers through the cooperative society network.

The objective of IKSL is rural empowerment through enhanced customer relations and serving its farmers by providing farming related information & expert opinions.Green SIM CARD

93 crore (75%) mobile subscriber out of 125 crore populationIFFCO have more then 40,000 cooperative societies as its members and a base of 60 millions farmers. Converted mobile phones into dynamic powerhouse of knowledge to change the livings of the farmersFree Voice MessageThrough the Green SIM Card, every day, up to four free voice messages are delivered to the Subscribers.Each such voice message is of one-minute duration and cover contextual alerts and advisories on diverse subjects related to Agriculture.

Message DeliveryIFFCO KisanVeterinary DoctorsAgricultural Scientists Medical OfficersAgricultural InstitutionsIFFCO Field Officers Weather Dept Local Mandis A lot more.. Mandi rates , Canal Roster Availability of Fertilizer and other inputs Cane harvest , Weather, Camps/Mela, Pest attack Vet Disease, Soil testing Camps Pesticide/ Insecticide Best yield & Best farming Practices Various Government Agriculture Schemes Cash crop Economics Interest Rates of various Banks

7These voice messages are prepared by experts on subjects of immediate interest to the rural Subscribers. Market rates and weather information at district-level is also given as text message. 77HelplineThe subscribers of Green SIM Card of IKSL have the privilege of access to a dedicated Helpline service, which has the potential to become a rural lifeline through a 6 digit number 534351. Farmers can get a solution to their problems, queries by using this short code. Experienced professionals are accessible on this helpline, who provide solutions to farmers. Where required, Subject Matter Experts (SMEs) are taken on conference call to provide a satisfactory resolution to queries.

PULL : Helpline

IFFCO Database, Specialists Inputs, Universities & Research InstitutionsPUSH: Voice Based InformationARCHITECTURE & SERVICE CONSTRUCTD PROACTIVECROP CALENDAR

CROPPING PATTERN

AGRO-ECOLOGICAL SITUATION (HORTICULTURE, ANIMALS, SOILS, CLIMATE ETC.)

WEATHER FORECAST AND MANDI RATES

INFORMATION ON FARMERS NEED (HEALTH, EMPLOYMENT, ENTREPRENEURSHIP ETC.)D REACTIVE1.HELPLINE QUERIES2.ALERTS AND WARNINGSGOVERNMENT ANNOUNCEMENT

EVENTSMESSAGE PLANNINGMESSAGE MIX FOR EVERY DAY IS DETERMINEDHelpline Query Sample-

Q. ?

A. 17.8 10 (15) 5

Call Back FacilityEvery day up to four free voice messages are delivered to subscribers on mobile phone free of cost in local language on areas of their interest.However, for those subscribers, who could not pick up the voice message call or have missed a voice message, facility is available to call a short code (534359) which provides for listening to the messages again. This facility is available for listening the same days alerts and advisories any time during that day.

Other Programmes through Mobile PhoneLive phone-in-program on specific subjects of interest to farmers. IKSL's officials join at one place for redressal of specific issues of the caller, provide clarifications, etc. Mobile based quizzes are organized to sharpen the knowledge levels of subscribers and attractive gifts are provided to winners.

Focused CommunitiesTo further improve the effectiveness of its services, IKSL promotes Focused Communities / Groups with common interest - such as Sheep and Goat Rearing, Dairy, Fisheries, etc. IKSL offers an opportunity to like-minded Organizations to effectively communicate with their farmer/customer base through IKSL Green SIM card platform. Here, the partner organization is empowered to customize the content of 1 or 2 of the total 4 daily messages disseminated through Green SIM.

Partners : VIDIYAL, COMMON WEALTH Of LEARNING

Location: THENI (TAMILNADU)

No. of Women Members : 300

Focused voice messages & helpline onGOAT & COW REARINGEDUCATION ON WOMEN'S RIGHTSOTHER AREAS OF INTEREST (WOMENS HEALTH)IMPROVED INCOME LEVELS OF MEMBERSSUCCESS STORY COMMUNITYLEVELFarmer Name : NAGAPPAVillage :KUDARIMOTHI (KORPAL), KARNATAKALand Holding : 0.8 Ha (MarginalFarmer)Crop : CROSSANDRA FLOWER CROP Problem : PLANTS NOT FLOWERING Solution : SPRAY OF CALAXIN @ 0.5ML/LITRE WATERResult : STARTED GETTING5-6 KGFLOWERS EVERY DAY FROM0.2 HA AREA & Rs.15000 AS MONTHLY INCOMESUCCESS STORY INDIVIDUAL LEVELState: RAJASTHAN Village: DODASARAFarmer: NAVRANG LALProblem faced: WEAKNESS IN BUFFALO,LOW MILK YIELD

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: Rs.425/-Benefit obtained: STRONGER BUFFALO, INCREASE INMILK PRODUCTIVITY.Net increase in income : Rs.4400/MTHSUCCESS STORY INDIVIDUAL LEVELPartnershipCollaborative initiatives are taken up in association with many like minded institutions and organizations to ensure appropriate input for the farmers and others living in our villages. Such Partnerships include field level activities as well as content development & syndication activities. Some of the strategic partnerships are:

. GSMA Foundation

Commonwealth Agricultural Bureaux International (CABI)

Prof M.S Swaminathan Research Foundation (MSSRF)

Commonwealth of Learning

Agricultural Universities / Institutions in India.

In addition, IKSL partners with several NGOs and institutions which are committed to rural India.Gram Sanjeevani-Rural Portal

Leveraging long years of association and experience with rural India and the large volume of data bases, IKSL has launched a Rural Portal Gram Sanjeevani. The rural Portal leverages the voice content delivered to farmers and also includes many new features like supplementing the information with images, providing library services on large number of topics and even promoting rural handicraft.

Grameen Prayatan

Gram Sanjeevni- Android App

Gram Sanjeevni- Android App

ConclusionAn inclusive innovation is one which creates products that can be accessed by all classes, improving their productivity, and are not restricted to the elite.Different services like weather forecast for farmers, Mandi prices, e-portal to help them to enhance their production through scientific inputs for the benefit of Farmers. Further innovation in an enabling environment can make substantial contributions to growth of Agriculture Sector.Mr. Barack Obama, appreciates the Mobile-Phone based initiatives of IKSL"It is a Great Idea. Do it across the world. Great Work. Keep it up."

- Mr. Barack Obama, comment on IKSL effort for Rural Empowerment during Agriculture Expo. Visit at Mumbai, November 7, 2010.

Today, India is a leader in using technology to empower farmers, like those I met yesterday who get free updates on market and weather conditions on their cell phonesPresident Barack Obama addressing the Indian Parliament, November 8th, 2010

Thank You