Kisan Call Centre - To harness potential of ICT in Agriculture by answer farmers’ queries on a telephone call in their own language.

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Kisan Call Centre
किसान िॉल सेंटर
Krashi Coaching
Agriculture
by Satyam Sharma

History & introduction of KCC
Objectives & activities
KCC Portal
Major topics handled by KCC experts
Restructuring of KCC Scheme
Features
Model of KCC
Significant achievements
KCC call escalation process
Role of states in KCC
Issues of KCCs
Conclusion
KCC
Content
किसान
िॉल

किसान िॉल सेंटर
Agriculture extension services are mandate of Agriculture Department.
Continuing fragmentation of land holdings & increasing number of
small holdings are creating challenges for extension
One-on-one contact via extension services is now becoming practically
difficult, & a shift towards group approach is becoming inevitable.
For speedy transmission of technology & latest technical updates to
farmers, to resolve their diverse problems, KCC, was established
KCC is a fusion of Information & Communication Technology (ICT) &
Agricultural Technology.

Kisan Call Centre
Main aim - To harness potential of ICT in Agriculture by answer
farmers’ queries on a telephone call in their own language.
Established by Ministry of Agriculture & Farmers Welfare
KCC established under Rashtriya Kisan Vikas Yojna (RKVY).
Launched in January 21, 2004.
Total centres in India - 21
Common eleven digit Toll-Free Number 1800-180-1551
Farmers’ queries Replied in 22 local languages.
Timing - 6.00 AM - 10.00 PM on all seven days of week

KCC PORTAL

KCC agents known as
Farm Tele Advisors (FTAs)
Currently - 454 Farm
Tele Advisors.
Essential qualification of FTAs
- graduate or PG or Doctorate in
Agriculture or allied sectors with
excellent communication skills
in local language.
Queries not answered by FTAs
transferred to
Subject Matter Specialists
(SMSs)
IT Division of DAC&FW from
2014 operationalizing KKMS
(Kisan Knowledge Management
System)

Major topics handled by KCC experts
1. Disease & pest control for different crops grown in region
2. Good agricultural practices, livestock management, fishery, etc.
3. Best practices in agriculture in state as well as of other states
4. Crop-related information in agriculture, horticulture, animal husbandry
aromatic plants, spices, plantation crops, cash crops, etc.
5. Vermicompost, organic farming, including organic plant protection, etc.
6. KCC provides answers to farmers on queries related to Agriculture,
Horticulture, Plant Pathology, Soil Sciences, Animal Husbandry, Fisheries,
Poultry, Bee-Keeping, Sericulture, Aquaculture, Agricultural Engineering,
Agricultural Marketing, Bio-Technology, Home Science, etc.

6. Information on HYV seeds & nutrient management
7. Market-related information for different crops in the state.
8. Farmer support programmes implemented by the government
9. Agriculture-related information that impacts farmers & farming practices
10. KCC served as an early warning system
11. Provide area-specific basis solutions across the state
12. Deliver extension services to the farming community
13. Provides timely information to rural farmers
14. Helps to identify pest attacks in any particular geographical area
15. Suitable timely action through broadcasting on Kisan call centre itself.
16. Addresses agricultural practices, policy issues & government interventions

Restructuring
of KCC Scheme
Provision of IPBPBX
100% call recording
Call barging
Voice mail service
Customized IVRs
Call conferencing through experts
Playing state-specific advisories during call wait time
Salary enhanced of Supervisors from Rs.18,000/- to Rs.30,000/-
FTAs from Rs. 15000/- to Rs.25,000/- per month

1st level - replies/solutions provided to farmers’ queries
instantaneously by experts
2nd level - queries analysed so area-specific analysis can be
done based on which timely information could be disseminated
to farmers through TV, radio etc., to caution or overcome
possible damage to agricultural crops or livestock.
Kisan Call Centre works on two levels

Infrastructure of KCC at three locations
(Level-I)
Professionally
Managed Call Centrer
(Level-II)
Response Center in
each organization
(SMSs available)
(Level-III)
Nodal Cell

Three major types of information is
provided by KCC to farmers
Information on Pre-cultivation - field preparation, time & place of
availability of HYV seeds, availability of fertilizers, training &
orientation for farmers for usage of best seeds, balanced use of
pesticides & fertilizers, required amount of water for specific crop, etc.
Information on Cultivation - pest & disease control, irrigation,
government schemes, loans, etc.
Post Cultivation - information on market, storage facilities,
transportation, value addition, etc.

KCC experts use backend data support systems (inbuilt in MIS system).
KCC Software is an MIS tool covering complete milieu of advisory services
provided through Call Centre providing backend data support to knowledge
worker
Software captures callers' details & query.
Information is processed into an MIS output which helps area-wise, crop-wise
& problem wise analyses within time-space framework & provides preventive
& advance action solutions from both qualitative & quantitative aspects.

Level-I
(Basic Call Center interface,
with high-quality bandwidth
& local language proficient
Agriculture Graduate)
Level-II
(SMS on concerned
important crops &
enterprises, connected
through good bandwidth
telecom & computer
connectivity)
Level-III
(Management Group to
ensure ultimate answering &
resolution of queries not
resolved at Level-II,
connected on off line mode).
Kisan Call Centre staff organized into 3 levels

MODEL OF KCC

SUCCESS OF KCC

Original & Revised KCC matrix

Features of KCC
(i) Voice/Media Gateways (IPPBX based decentralized system).
(ii) Dedicated MPLS leased line network with dedicated bandwidth.
(iii) Call barging to facilitate listening of call conversation b/w FTA & Farmer
(iv) 100% Call recording & retention of recorded calls for six months.
(v) SMS to caller farmers providing a gist of advisories
(vi) Voice mail system for recording farmer’s queries during busy time of KCC
(vii) Softphones in every personal computer with caller ID facility.
(viii) Back up through Fixed Wireless Telephone (FWTs) (PRI failure).
(ix) Upscaling knowledge of FTAs by way of providing latest versions of guide
books & booklets issued by Agricultural Department or Agricultural Universities.

Facility of video conferencing of each KCC for the interaction of KCC
agents with Divisional/Zonal Level Officers of State Agriculture & allied
departments as well as online monitoring for the working of KCCs.
Provision for registering farmers for receiving SMS messages on agri-
advisories & mandi prices of different commodities as per their priority.
Call holding time substantially reduced to less than 30 seconds KKMS
simplified to enable FTAs to initially reply to farmers’ queries.
Farmers rating for FTAs monitoring.
Biometric attendance system of FTAs & Supervisors.

KCC call escalation process
Restructured during April 2011
(i) State Agricultural Department
(ii) State Agricultural Universities & KVKs
Active involvement of Common Service
Centres(CSCs) & other Stakeholders has also
been envisaged.

Involvement of States to improve services provided by KCCs
Supervising quality of extension services provided by KCC agents
Ensuring revised escalation matrix under KKMS
Higher level officers keep a track of answers given at lower level.
Initiate publicity in print & electronic media locally.
Coordinating with State IT Department to get scheme rolled out
Online monitoring by using Skype Keeping KCC agents

Providing KCC agents with latest versions of guide books & booklets brought
out by State Government & local Agricultural Universities.
Organizing monthly video conference on pre-announced dates in university
campus or through State Information Centre for interaction of KCC agents with
Divisional/Zonal level officers of State Agriculture & allied departments.
Ensuring exchange of work between FTA of KCCs & Assistant Technology
Managers under ATMA for a fortnight twice in a year
Ensuring that KCCs give weekly feedback to State Department of Agriculture
& allied departments regarding nature of call including area specific prevalence
of crop diseases, pest infestation etc.
To check progress of calls received in various sectors

Results - resolved
4,73,694 queries
from farmers of 50
districts of Madhya
Pradesh as of
December 2011.
Funded by
Department of
Agriculture &
Department of
Farmer Welfare &
Agriculture
Development,
Government of India
Total cost of KCC
project - Rs 2.25
crores per year (ICT)

Major achievements of Kisan Call Centre:
1. Enhanced Farmer Outreach
2. Real-Time Advisory Services
3. Multilingual Support
4. Technology Integration
5. Feedback Mechanism
6. Training and Capacity Building
7. Coordination with Agricultural
Institutions
8. Empowerment of Women
Farmers.
These achievements collectively contribute to the Kisan Call Centre's role
in improving agricultural productivity, sustainability, and the livelihoods
of farmers across the country

Challenges faced by Kisan Call Centre?
1. Inadequate staffing
2. Technical glitches
3. Lack of regional language
support
4. Limited expertise
5. Delayed responses
6. Accessibility challenges
7. Inadequate follow-up
8. Insufficient outreach
9. Limited integration with other
support systems
10.Quality of information

Kisan Call Centre - To harness potential of ICT in Agriculture by answer farmers’ queries on a telephone call in their own language.

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