Delivering livestock knowledge to Indian farmers through mobile phones
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Delivering livestock knowledge to Indian farmers through mobile phones

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Presented by Sagarika Gandhi at the ICT4Ag International Conference, Kigali, Rwanda ...

Presented by Sagarika Gandhi at the ICT4Ag International Conference, Kigali, Rwanda
4-8 November 2013


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  • 1. Delivering Livestock Knowledge to Indian Farmers through mobile phones Sagarika Gandhi ICT4Ag International Conference, Kigali, Rwanda 4-8 November 2013
  • 2. Key actors involved Active Partners  Service Provider (Lead partner) - Handygo Technologies Pvt. Ltd (Handygo)  Content Providers - International Livestock Research Institute (ILRI) - CABI (CAB International) - Digital Green Passive Partners  Funding Partners - GSMA Foundation - USAID - Bill & Melinda Gates Foundation
  • 3. Purpose of the project  Providing smallholder farmers with access to actionable, relevant and timely information on livestock through mobile phones  Improving livestock productivity, decision making ability and better incomes to the livestock keepers  Empowering women by reducing information asymmetries due to gender disparity
  • 4. Target Beneficiaries  Marginal farmers- less than 1 ha land holding  Smallholder farmers- between 1-2 ha land holding  Farmers practicing mixed cropping and livestock farms.
  • 5. Approach Followed Need Assessment Content & Service Design Quality Control Awareness & Promotion Feedback & Capacity Building Loyalty & Satisfaction
  • 6. Strategy for achieving results  Location Specific focused content development approach  Quality check at various levels before sending to Users  Integrating mobile delivery channels (IVR, SMS, Voice Message and Call Center)  Pushing Dynamic information based on the profile.  Regular User Testing, feedback analysis  Focused outreach strategy
  • 7. Role of mobile  To provide scalable and affordable advisory services to info-poor livestock keepers  Accessibility- IVR & voice messages overcomes literacy barriers  Reduction of transaction costs of advisory services  Improving farmer decision making ability  Strengthening expert- farmer linkages
  • 8. Delivery mechanism(s)  Primary Information Pull Delivery Agro advisories: Regional IVR allows user to easily navigate the mKisan advisory capsules by selecting alpha- numeric keystrokes. Farmer Helpline: A team of experts attend farmer queries on livestock. It is much more efficient and cost effective than a conventional call center.  Primary Information Push Delivery Agro bulletins: Dynamic micro- information based on farmer profiles delivered via SMS.  Complementary R & D Information Pull Delivery Videos: To be tested for users acceptance on mobile available on demand.
  • 9. Outcomes • • • • Total unique users are 24,081 Total content usage is 112,910 pulse Total calls made by users is 73,566 Information on General care and management is in high demand among users with total usage of 53,974 pulse. (48%) • Cattle management advisories are more popular followed by goats, buffalo and poultry.
  • 10. Success Factors • • • • Localized and quality content delivery Service design- IVR & voice capsules Access to low cost handset Lower pricing and subscriptions available in various denominations
  • 11. Challenges  Implementation effectiveness barriers - Socio political and cultural diversity - Infrastructure development difference  Local agro knowledge providers and expert availability  Content sourcing and validation  Dynamic user base  Frequent change of Mobile Numbers restricting to profile a user
  • 12. What next…..  Gender focused content delivery  Assessing loyalty and user satisfaction  Impact assessment
  • 13. Final Thoughts  Provision of funds exclusively for content  Long term projects are required to create real impacts  Potential of ICT is underutilized by farming communities  Localized and validated content- district and state level