IFPRI organized a two day workshop on “Agricultural Extension Reforms in South Asia – Status, Challenges, and Policy Options” to be organized at Committee Room 3, NASC, Pusa, New Delhi on February 17-18, 2015. IFPRI has been conducting research related to agricultural extension reforms in India and collaborating with researchers in other south Asian countries for the past five years through various projects. For understanding extension reforms in India, a major consultation was held in NAARM in 2009 during which policy makers called for development of evidence for spreading extension reform process in India. Since then several research papers have been produced on various aspects of Indian extension system. While they are presented in various forms including several discussion papers, there is a need to pull all the research result together to present it in form that could be used by the policy makers to further guide them in the reform process. South Asian countries such as Bangladesh, Nepal, and Sri Lanka are going through similar challenges in getting knowledge to farmers. Several experiment shave been conducted to test new approaches to extension by the public, private and NGO sectors. Learning from each country experiences will bring collective understanding and knowledge for the policy makers who are attempting to bring changes in the reform process. The purpose of this workshop is to bring together a groups of researchers, analysts and policy makers to present the issues, constraints and challenges facing agricultural extension reforms that are being implemented in South Asian countries.

1. ICT’s For Strengthening Extension and Climate
Smart Agro-Advisories to Reach the
Last Mile in India
Surabhi Mittal
International Maize and Wheat Improvement Center (CIMMYT),
New Delhi, India
at Agricultural Extension Reforms in South Asia –
Status, Challenges, and Policy Options , organized by IFPRI
February 17-18, 2015

2. BackgroundConstraint
Poor access to
information about
modern technologies
and best practices is
often cited important
constraint
Potential
Several studies in
South Asia and Africa
have shown the
potential that mobile-
enabled information
has in reducing this
information gap
Opportunity
The increasing
penetration of mobile
networks and handsets
and the recent
introduction of a
number of mobile-
enabled information
services in rural India
presents an
opportunity to make
useful information
more widely available
Instrumental to enable
inclusive growth by
reducing the knowledge
gap irrespective of land
size, gender and caste
Create a channel of two
way communication.
Mobile phone
based
Information
delivery
system

3. Pattern of information access through different sources in IGP
Note: Farmers are reporting use of multiple sources of information. Farmer is asked to report the one most important source.
Source: CIMMYT Survey 2011
Sources of Information Source used Most important source*
Number
of farmers
Percent of
farmers
Number of
farmers
Percent of
farmers
Face to Face
KVK/ research Stations 109 9.08 24 2.00
Other farmers 1097 91.42 497 41.42
Input Dealers/ shops/ Private
Companies
812 67.67 250 20.83
State dept. of agriculture 297 24.75 100 8.33
Traditional mode
Television 657 54.75 53 4.42
Radio 244 20.33 28 2.33
News paper 397 33.08 7 0.58
Modern mode
Mobile Phone 429 35.75 123 10.25

4. • present an opportunity to deliver useful information widely, on time and to targeted
groups
Increasing penetration of mobile networks and subscribers
0
10
20
30
40
50
60
70
80
per100inhabitants
Modern ICT indicators in India
Rural Total Teledensity Mobile Tele-density Fixed-Line Tele-density Internet teledensity
Source: International Telecommunication (ITU) and Telecom Regulatory authority of India (TRAI)
OpportunitiesthatICTopens
Extension services incorporating modern ICT tools is crucial to meet the challenges

5. Initial evidences of mobile impacts
easy access to
customized content
• 5-25% increase in
earnings, mainly
attributable to the
adoption of better
planting techniques
• Weather forecast
prevent losses
Mobility- when and
where to access
information
• describe plant
diseases from the
field to experts
• Better coordination
with their hired
laborers
• traders and
commission agents-
ability to shift supply
to markets in
response to changing
market conditions
time savings or
convenience
• avoiding local travel
saves Rs. 100-200
per trip
• better decisions in
choosing market to
sell output
Source: Mittal S, Gandhi S, Tripathi G (2010)

6. What Information farmer gets?
• Temperature
• Market Prices
• How to grow?
Information Farmer
Receives
• Plant protection
• Seed information
• Weather- probability of rainfall
• cultivation best practices and crop choice
Information Farmer
wants

7. Framework of Climate Services +
Important to convert
the climate
information into
actionable
information for
farmers
Linking the climatic
information with the
available technologies
and best farming
practices
Customized, location
and crop specific
actionable inf.
infrastructure,
investment, policy
How are we doing
this?
Why should we do
this?
7
Weather information
•Better decision making in use of inputs
and storage of output- reduces cost and
prevents loss in crop
Agronomic information
•Better farm practices- better yields
•Reduces cost of production, efficient
resource management
Input price information
•Better quality of input- better yields
•Time saving, cost saving- reduces cost of
Prod.
Output market information
•Better price realization- better income
•Reduces search cost – reduces
transaction cost

8. Conceptual Framework
Technologies
Innovative
pathways to
reach
farmers
Behavior
Change
Adoption
Impact
Relevant
Information for
knowledge and
action
Are women receptive to the information that
they receive through mobile phones?
•If they do then, how the access to
information through the ICT mode has helped
them to feel empowered by information?
It is too early to state that this empowerment
has been converted into actions whose impact
can be quantified, but surely there is evidence
where women farmers feel empowered
through information and they like to receive
the information.
•But, it may increase active participation of
women in the decision making processes at
the household level.

9. The intervention
(M)obile Solution- is an ICT-based climate and agro services
project, as part of the Climate Smart Village model
Provide improved access to timely and useful and customised weather based
agro advisories along with information about climate smart technologies
Incorporate farmers perceptions, feedbacks
and experience as part of the model
Create behavioural change among farmers for adoption of
climate smart technologies and use information for their benefit.
Expect to create a long term impact on productivity and food security
in the “climate smart villages” and reduce climate induced risk.
• 8 villages in Bihar
and Haryana.
• 900 farmers (20
percent women)
• 2 voice messages
August
2013
• 50 villages in Karnal
and Bihar and 10
Villages in Punjab
• 1400 farmers
July 2014
Progress and ScalabilityFocused Content

10. CLIMATE SMART VILLAGE- CCAFS
Partners
Content Partner
Approval
I, KAMAL JEET, Director Kisan Sanchar hereby approve the request of
Sh._______________ S/o____________ Mobile Number________________ for including his
mobile number in the list of beneficiary farmers under the CLIMATE SMART VILLAGE
PROJECT 2013-14. I have verified the consent of farmer personally.
MEMBERSHIP NUMBER________.
Farmers Partnership

11. Mode of operation
Electronic
Voice
Message
SMS to
support
Voice
message
Helpline
Electronic
message
listening
report
Farmers On Field
Field
scouts
FGD’s
Socio
economic
data
Feed back
data
Helpline
database
Helpline + field scouts

12. General Statistics
Indicators Aug-13 Apr-14
Farmers 1062 1516
Villages 8 46
Male 898 1329
Female 164 187
Feeback from 493
SE data 852
No. of messages 2 per day 1 per day
Number of calls
on helpline 4 per day 12-15 per day
messages
delivered 389

13. Have you heard about climate change
heard from where?
State Farmers
% Farmers
responded
YES CCAFS
other imp
source
haryana male 51.3 44.5 mobile phone
female 49.2 43.1 mobile phone
bihar male 60.6 40.6 newspaper
female 41.4 20.7 mobile phone

14. Message Categorization and
messages delivered
Message Category for Crop Cultivation
Messag
e Code
Category Number of
messages
% of messages
C1 Weather 165 22.2
C2 Land Preparation 7 .9
C3 Seed and Seeding 61 8.2
C4 Nutrient Management 134 18.1
C5 Water Management 48 6.5
C6 Interculture and Weed Management 32 4.3
C7 Insect Pest Management 62 8.4
C8 Disease Management 50 6.7
C9 Harvest and Post Harvest Management 19 2.6
C10 Project Information 60 8.1
C11 Insurance 16 2.2
C12 Gender 4 .5
C13 CA Technologies (Crop Rotation, Crop
diversification, Afforestation, Residue
Management, DSR, ZT,LCC)
72 9.7
C14 Live Stock 8 1.1
Message Category for Climate Smart
Information
Message
Code Category
Number
of
message
s
% of
message
s
G1 General awareness
153 20.6
G2 Water Management
52 7.0
G3 Nitrogen Management
51 6.9
G4 Carbon Management
28 3.8
G5 Seed
68 9.2
G6 Cattle Feed and Fodder
1 .1
G7 Insurance
16 2.2
G8 Knowledge Management
371 50.0

15. Strong Gender
focus….What was
done differently?
• Met the old and young. In
chaupals - through public
meeting and also those who
could not come in public, visited
their house.
• Met the village heads and health
workers to create awareness
• Did FGD’s, one to one
interactions, feedback surveys
and awareness campaign

16. Data
• Electronic listening reports of individual
farmers (N=1100) on each of the messages (N=
345) that were transmitted differentiated by
type of message (1st September 2013 to 31st
May 2014 )
• Paper feedback survey (N= 510) to quantify the
action taken by the farmers on the information
received and to assess the potential perceived
benefits (November 2013 and January 2014)
Listening rate - The average listening
rate is used as an indicator in this analysis because
it measures the time duration for which the
farmers are listening to the message, although
they have an option of disconnecting the phone.
Thus it is taken as an indicator of their interest in
the information they are receiving.

17. • Gender wise mean duration of
message listened by farmers in both
districts
Generally it is believed that since
women are not actively
participating in agriculture,
information about agriculture
technology and practices will not
be of interest to them.
Thus while tracking the message
listening rate it is interesting to
note that the female farmers,
who were listening to the
messages, on average listened to
the messages as long as the male
farmers were doing on average.
46.8
45.3
43.7 44.9
0
5
10
15
20
25
30
35
40
45
50
Karnal Vaishali
Inseconds
Districts
Male
Female
In this study women are either the head of
the household or they are female member in
male headed households.
They are receiving information on their mobile phone
independently.

18. Insights on Information-specific data
The information that the farmers valued the most (in percent)----feedback survey
Information that farmers listened to- Electronic messages
Type of information Karnal Male Vaishali Male
Karnal
Female
Vaishali
Female
Weather 64.3 50.0 95.8 38.5
Seeds 10.7 9.3
Nutrient management 14.3 0.5
Pest management 3.6 20.2 30.8
PH management 15.5
CA technologies 3.6 4.2
Livestock 3.6
Note: Blanks indicate these information didn’t fall in their priority list.

19. Example of Feedback from Farmer

20. Perceived benefits and action taken
Perceived benefits by farmers
with increased access to reliable
and timely information
(in %)
Male Female
Know more about farming
practices
79.7 70.4
Experienced better yields 63.6 70.4
Reduced cost on inputs 64.1 48.1
More aware about the right input
use
49.4 29.6
More aware about technologies 50.6 51.9
Has helped to reduce loss 72.7 55.6
Better weather information for
action
76.2 77.8
Most prominent actions
taken as reported by
farmers after receiving
messages
Male Female remarks
Weather information
utilized to plan irrigation
and input use
yes No
Land preparation with new
technologies like zero
tillage
yes no Only in
Vaishali
Using recommended
varieties of seed (varietal
diversification)
yes no
Nutrient management yes yes Only in
Karnal
Weed management yes yes Only in
Vaishali
Pest management yes yes Most
importa
nt inf.
taken
Conservation agriculture yes no Only in
Karnal

22. “I have the right to know.” 23-year-old female farmer
from Anjanthali
In the past I did not think there was so much thought and
understanding in agriculture. When I listen to the
messages now I realize how every small detail can help a
farmer. I often discuss this with my husband. Even though
I don’t do any agriculture work myself on the fields- apart
from sometimes tending to the livestock, I believe I
have the right to know as we manage the family farm
and I can see my husband use new techniques and
climate-smart practices.

23. • With the dissemination of information, it is observed that farmer
groups have become more are about these technologies and also
value the information on weather delivered to them.
• Farmers have been able to quantify how precise and timely
weather based agro-advisories have helped them to take
informed decisions about the use of inputs during the sowing
season based on which they have saved on irrigation and also on
the costs of pesticides and herbicides based on the information
received.
• Women farmers have become more aware about climate smart
technologies and they feel empowered with access to
information.
• It’s still a long way to convert this information into action in parts
of the country where direct involvement of women in agriculture
is limited.
Conclusion

24. List of Publications
• Surabhi Mittal & Mamta Mehar (2015): Socio-economic Factors Affecting Adoption of Modern Information and Communication
Technology by Farmers in India: Analysis Using Multivariate Probit Model, The Journal of Agricultural Education and Extension, DOI:
10.1080/1389224X.2014.997255. http://www.tandfonline.com/eprint/PVvBq7ti3Nj3ZtsA8mUh/full
• ICT for gender empowerment, Surabhi Mittal. 12th Asian Maize conference and Expert Consultation on Maize for food, feed, nutrition
and environmental security. November 2014. Bangkok. Edited by Prasanna et.al.
• Mittal,S. and Mehar, M. (2014). Socio-Economic Impact of the Mobile Phone based Agricultural Extension, In: Saravanan, R (Ed.). Mobile
Phone for Agricultural Extension: Worldwide mAgri Innovations and Promise for Future, New India Publishing Agency, New Delhi .
Pp:195-224.
• M(obile) Solutions: ICT messaging to women and men farmers in Haryana. Article in the Hindu, 7th September 2014
• http://www.thehindu.com/news/national/everyone-has-weather-updates-on-their-fingertips-in-this-village/article6386674.ece
• DELIVERING AGRO‐ADVISORIES THROUGH MOBILE PHONES‐REALITY CHECK? Surabhi Mittal and Mamta Mehar, Agricultural Extension in
South Asia (AESA) September 2013. http://www.aesa-gfras.net/images/Surabhi.pdf
• Advice by mobile - a viable model? Surabhi Mittal- My perspective, New Agriculturalist. Nov 2013 http://www.new-
ag.info/en/view/point.php?a=3123
• Project tests new ways to deliver climate messages to farmers' cell phones- Surabhi Mittal and Dharini Parthasarthy, CCAFS- News Blog,
Nov 21, 2013. http://ccafs.cgiar.org/blog/project-tests-new-ways-deliver-climate-related-messages-farmers-cell-
phones?utm_source=CCAFS+Donors+and+Partners+-+Quarterly+bulletin&utm_campaign=b94fd51809-
Updates_from_CCAFS_December_2013&utm_medium=email&utm_term=0_31d02b497e-b94fd51809-295603057#.UtOquvQW22o
• Mittal, S and Mehar. M (2013): Agricultural Information Networks and Farmers Risk Management measures/ Strategies - A Survey of Indo
Gangetic Plains in India. CIMMYT Working paper No. 10
• Mittal, S and Mehar. M (2012): How Mobile Phones Contribute to Growth of Small Farmers? Evidence from India. Quarterly Journal of
International Agriculture 51 (2012), No. 3: 227-244
• Mittal, S. (2012): Modern ICT for Agricultural Development and Risk Management in Smallholder Agriculture in India. Working Paper No.
3. socioeconomics, CIMMYT
• Mittal, S., S. GANDHI and G. TRIPATHI (2010): Socio-economic Impact of Mobile Phone on Indian Agriculture. ICRIER Working Paper no.
246. International Council for Research on International Economic Relations, New Delhi.
• Mittal, S. and G. TRIPATHI (2009): Role of Mobile Phone Technology in Improving Small Farm Productivity. In: Agricultural Economics
Research Review 22: 451-59.

25. Thank you
s.mittal@cgiar.org
Web Portal: www.ccafs.in