Empowering Rural India by IFFCO Kisan Sanchar Limited

PC / Internet based Initiatives for connectivity and content- “Cyber Dhabas”

The ‘ICT Initiatives for Farmers and Cooperatives', popularly called 'IFFCO's Agri-portal', is a vision of extending e-revolution to farmers and cooperatives initiated by IFFCO since the year 2000. The broad aim of the endeavour was to empower farmers and cooperatives with the latest information and communication technology. Sixteen states were covered with substantial content in local languages and audio summaries. In addition to web based access, about 100 localized touch screen kiosks or ‘Cyber Dhabas’ were put into service. A major learning from this initiative was the limited use of the service by farmers due to the need to visit a kiosk or a place with computer. Despite attempts at user-friendliness, the farmers are still uncomfortable using a computer directly. Above these, there are other problems like power, connectivity, maintenance in remote areas, and lack of incentives, among others.

Leveraging Communications Needs for Knowledge Empowerment The increased affordability and penetration of mobile phones in rural India has provided a useful opportunity to directly provide information to the ‘ears’ of farmers. Towards this, IFFCO has promoted a joint venture company by the name IFFCO Kisan Sanchar Ltd. (IKSL). The mission of IKSL is to empower people living in rural India by providing the much needed inputs, information and services on real time basis through affordable mobile communication and enable farmers to improve their decision making abilities.
			Photo credit: IFFCO

The “Green SIM Card” of IKSL is like any other SIM card with the added advantage of a voice message platform, configured over the SIM through a server which enables the subscriber to receive 5 free voice messages every day. Each message is of one minute duration covering diverse areas of interest to the subscribers. Subscribers to the IKSL Green SIM Card also have access to a dedicated “Helpline” for solutions to their problems from experienced professionals. Mobile based Quiz and live Phone-in Programs to interact with specialists on specific subjects at predefined times have been introduced. Voice mails are well planned prior to dissemination. There are 2 types of messages namely, “Proactive “ and “Reactive.” Proactive messages are based on crop calendars, cropping pattern, agro-ecological situation, weather forecasts, Mandi (Market) rates etc. Reactive messages are based on the Helpline queries, alerts, warnings, government announcements and so on.

Presently IKSL’s operations are in 18 States of the country divided into 60 zones, based on agro-climatic conditions. Efforts are made to provide location specific information at the zonal level. In each State, IKSL has set up a strong team of professionals who are supported by experts in various disciplines. At present, there are 17 content managers supported by 59 experts who cater to the requirements of the farmers. A “Peer Panel” comprising of national eminent scientists monitors the overall activities.

Focused Communities - HAFED Basmati Rice Farmers
An illustration to measure the impact on the users of IKSL SIM card, is the Basmati Rice Project in association with HAFED, Haryana where around 800 farmers in 200 villages covering 4 districts of Haryana with a land holding of around 6000 acres growing Basmati Rice were given voice messages through out the Khariff season last year. On account of their learning through the voice messages, the farmers obtained yield increases of around 16-25 per cent, reduction in input costs, improved quality of rice and higher price for their produce.

The strengths of mobile based services for rural empowerment in IKSL’s Model are its accessibility to all, scalability, easy to replicate and sustainability.

Learn more visit IFFCO's website