The Department of Agriculture & Cooperation (DAC), Ministry of Agriculture, Govt. of India launched Kisan Call Centers on January 21, 2004 across the country to deliver extension services to the farming community. The purpose of these call centers is to respond to issues raised by farmers, instantly, in the local language. There are call centers for every state which are expected to handle traffic from any part of the country. Queries related to agriculture and allied sectors are being addressed through these call centers. A farmer from any part of the State can contact the Kisan Call Centre by dialing the toll free Telephone No. 1551 or 1800-180-1551 and present their problems/queries related to farming. The operator at the Kisan Call centre will attempt to answer the problems/queries of the farmers immediately. In case the operator at the Call Center is not able to address the farmer's query immediately, the call will be forwarded to identified agricultural specialists.

1. Presented By:
Vikas Singh Sikarwar
(20MBAAB030)
MBA (Agribusiness)
Presented to:
Mr. Pradhyuman Slakhawat
(Assistant professor)
Department Of Agri. Economics
SHUATS, Allahbad (U.P.)
Subject:- Management Information System
(AEAB-744)
KISAN CALL CENTER: BRIDGING THE INFORMATION GAP

3. Information Technology Communication Technology
Large Data
Storage
Fast
Communication
Wired/Wireless
Messages

5. INTRODUCTION
The Kisan Call Centre is an ICT initiative.
The Department of Agriculture & Cooperation, Ministry of Agriculture,
Govt. of India launched Kisan Call Centers on January 21, 2004.
Deliver extension services to the farming community, instantly, Replies to
the farmers' queries are given in 22 local languages.
Queries related to agriculture and allied sectors are being addressed
through these call centers.
By dealing the toll free Telephone No. 1551 or 1800-180-1551.
Services are available from 6.00 am to 10.00 pm on all seven days of the
week

6. Concept of Kisan Call Center
Information-based technologies, transmit this information to farmers.
Need to be made of modern information technology and communication among
researchers, extensionists and farmers.
Continuous two-way interaction among the farmers and agricultural scientists is the most
critical component of Agricultural Extension.
Extension Systems of State Departments of Agriculture, State Agricultural Universities
(SAUs), KVKs, NGOs, Private Extension Services through various extension approaches in
transfer of technology.
Limitation in Transfer of Technology model continues to remain a challenge for the
public and private extension systems.

7. Operational Mechanism
A complex of telecommunication infrastructure, computer support and human
resources organized.
A functional area within an organization like Research Stations, ATICs, KVKs
Agricultural Colleges, or an outsourced.
This will enable establishment of close linkages and communication
mechanism among the key stakeholders in the extension system.
Information & Communication Technology (ICT) and the Agricultural
Technology.
The Subject Matter Specialists of Agriculture, Horticulture, Animal
Husbandry, Marketing and other related areas.

8. Level-
I
Level-
II
Level-
III
The Kisan Call Center, consists of three levels namely

9. INFRASTRACTURE OF KCC:-
The Kisan Call Center, consists of three levels namely
Level-I: A Professionally managed cell center.
Level-II: Subject Matter Specialists
Level-III: The nodal cell

10. Level - I
The call coming to the call center is picked up by an operator who after a short
welcome message takes down the basic information and the query of the caller.
The technical infrastructure at Level-I is the most critical and complex.
The first level operators preferably would be an agricultural graduate with rural
background knowing local language.
They should also possess good communication skills.
The entire interface has an air condition facility and Local Area Network (LAN)
connection for high speed internet.
Currently IFFCO is taking care of the maintenance.

11. Level - II
The level -II consists of Subject Matter Specialists (SMS).
In case the first level operator is not able to answer the question, the operator forwards the
call to the concerned Subject Matter Specialist.
In case, it is not possible to answer, there is a system to revert back to the caller by post /
fax / e-mail or by telephone in 72 hours.
These specialists should have at least a minimum of 10-15 years of field experience in
their respective specialization.
Unlike level – I, there is no specific office structure for level – II.
Level – II doesn’t have a formal set up like level – I, but they do possess a telephone
connection, a computer with internet facility

12. Level - III
The level - III 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.
The Level-III operations will be managed at the identified Nodal institutions.
The Level-III is supposed to be manned by a Senior Officer from the Nodal Institution.

13. FARMER CALL TO KCC
LEVEL-1 FUNCTIONARY PICK UP CALL
DATA CAPTURS PERSONAL DETAILS
TECHNICAL QUERY
IF QUERY NOT RESOLVED ANSWER QUERY
FORWARD TO LEVEL-2
IF QUERY NOT RESOLVED
IF QUERY NOT RESOLVED
CLOSE THE CELL WITH CLOSING
PHRASE
INFORM THE CALLER WE SHALL BACK
TO HIM WITH DETAILS IN 72 HRS
FORWARD TO LEVEL-3

14. Skills required at different levels in Kisan Call Centres
(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.

15. (b) Communication Skills:
 Empathies with the farmer
 Listen actively for content and feeling
 Exhibit commitment and interest to convince the farmer
 Avoid defensiveness in conversation.
 Use personal words in conversation
 Relate with local experiences, if possible.
 Avoid use of unnecessary and complex words and sentences.
 Smooth transition in voice.
 Speak politely.
 Close call with greetings.
(c) Computer Skills:
 Basic knowledge of key board and mouse.
 Basic knowledge of Internet.
 Sending and Receiving E-mails.

16. KISAN CALL CENTER AT DIFFERENT LOCATION

21. Knowledge Management System (KMS)
 Knowledge Management system is an IT tool used to store and recover
information in the web.
 KCC also has a KMS software to store the personal details and call history
of the farmer and share them during the conversation.
 KMS software consist of an user interface registration form which will be
used to take down the required detail of the caller by the Level-I functionary.
 TCIL holds the database of every day calls received at the respective KCCs
operated in and around the country.

22. Advantages:
 Answer farmers' queries on a telephone call in their own language.
 Free calling service.
 Essay to access.
 100% Call recording and retention of recorded calls for six months so that the
call can be listened to in case of a complaint.
 Farmer’s rating for FTAs monitoring.
 Information database is prepared.

23. Disadvantages
 Advance or new information is not provided.
 Need more advancement in service.
 Still some of farmers are not using this service.
 Government working culture.
 Other better services are available.