The document summarizes the Kisan Call Centre (KCC) program in India, which provides agricultural extension services to farmers via telephone. The KCC operates on a three-level system: Level 1 operators answer farmer calls and collect information; Level 2 specialists provide answers if Level 1 cannot; and Level 3 coordinates responses to questions that Levels 1 and 2 cannot answer. The KCC operates toll-free lines from 6am-10pm daily to help farmers and has benefited many through timely responses in local languages. Its three-level system and use of ICT has made agricultural extension more economic and efficient in India.

1. KISAN CALL CENTRE

2. INDIVIDUAL CONTACT METHOD
• Direct contact of the extension worker with an individual person or farmer or form
women or youth for specific purpose Extension worker maintains regular contact
with individuall farmers .
• Practically , this method poses a challenges to extension workers in terms of the
number of individual farmers to be coverd

3. TYPES OF INDIVIDUAL CONTACT METHOD
• Form and home visit
• Telefone calls (kisan cell centre)
• Sms
• Flag method
• Personal letter
• Emails
• Video calling
• Correspondence couse

4. INTRODUCTION
• Total Indian population – 1.23 BILLION
• Total rural population – 874 MILLION ( 70 % )
• Total urban population – 363 MILLION ( 30 % )

5. KISHAN CALL CENTRE
• The department of agriculture & cooperation .
• Ministry of Agriculture GOI , launched KISSAN CALL CENTER on January 21,2004
across the country to deliver extension service to the farming community .
• The purpose of call center is to respond to issues raised by farmers instantly , in the
local language .

6. KISAN CALL CENTRE
• Toll free no – 1800-180-1551 through out the country .
• Service period :- 6am -10 pm during working day except on Sunday and gazetted
holidays .
• Beyond these hours call attend in IVRS mode .

7. DETAIL OF THE SCHEME
• The real challenge for policy maker in India is the transfer of technology ,
because of
• large population ,
• huge geographical area ,
• Lack of funds ,
• Lack of experienced human resource in transfer of technology .

8. DETAILS OF THE SCHEME
• So Kisan Call Center scheme will be economic and time saving scheme for
EXTENSION activities and this helps in continuous two way interaction among the
farmer and extension scientist .
• The revolution in ICT making this job some how easy .

9. INFRASTRUCTURE OF KCC
• The kisan call centre infrastructure is placed at three locations,
• Level 1:-
• A professionally managed call centre.
• Level 2:-
• A response centre in each organization,where service of SMSs are made available .
• Level 3 :-
• The nodal cell.

10. LEVEL -1
• → Two agriculture graduates .
• → Two computers with internet facility .
• → Two telephone with head phone and teleconferencing facility .
• → The entire backup support system consisting of uninterrupted power supply , ac
system .
• The operator pick up the farmers call , after short welcome message takes down the
basic information and query of the caller and these details fed to computer .
• The operator should know the local language and he should from The rural
background and able to answer most of the question .

11. LEVEL :-2
• ▸ ▸ Consists of SMS who are located at their
respective place like Research Stations , ATICS ,
KVKs , Agricultural colleges .
• > In case the first level operator is not able to
answer the question , the operator forwards the call
to the concerned SMS .
• The data relating to the caller including the
question asked is also be transferred to the Level –
II functionary on his computer along with the call .

12. LEVEL :-3
• * consists of a dedicated cell located at the Nodal Office .
• This would receive the questions that have not been
answered at the first and the second levels .
• * Appropriate replies to these questions would be then
framed in consultation with the concerned specialists
available within or outside the State , by the nodal cell .
• * The replies would be sent to the farmers promptly by
post / e – mail / fax / telephone etc. within 72 hours of
receipt of the question .

13. SKILLS REQUIRED AT DIFFERENT LEVELS IN KISAN
CALL CENTRE
• ( a ) Facilitation Skills :
• Speak in farmer’s language .
• Use easy words .
• Use short sentences .
• Give patient listening to understand the local conditions and farmer’s situation for
the query he raises .
• Diagnose the problem by probing the details .
• Answering the query at the level of farmer’s knowledge .

14. (B) COMPUTER SKILLS
• Basic knowledge of key board and mouse
• basic knowledge of internet
• Sending and receiving Emails.

15. FARMERS SATISFACTION WITH KCC
• 84 % of the farmers who called the KCCs expressed overall satisfaction from the
advice provided through the helpline .
• Of all the supply side factors like promptness of response , patient hearing and
completeness of answer , analysis of data by binary logistic regression points to the
fact that farmers who received a complete response are 47 % more satisfied than
who did not receive a complete response .

16. THANK YOU 😊😊