itapplications-agriwatch

7/31/2019 ITapplications-Agriwatch

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Information and Communication

Technologies (ICTs) in Agriculture -Ind ian Priva te Sec tor Perspec tive


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I nt r oduct ion

Agr icult ur e Ext ension

Needs of t he Communit y

The I CT Promise

I CT Cat egory Mat r ix

I CT init iat ives in r ur al/ agr icult ur al ser vices

The nat ur e of suppor t r equir ed

I ssues t o be addr essed f or ef f ect ive deliver y

Case St udies of proj ect s

Recommended Act ions


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I ndia Br ief pr of i le

GDP PPP USD 2.3 trillion

GDP Exc ha nge rate USD 475 b illion

Per c ap ita GDP

PPP USD 2,200

Exc ha nge rate USD 475

13 la rgestoverallconsumptioncenters

24%

51%

25%

Se rv ic e s Ind u st ry Ag ric ult ure

Economy


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Size and St r uct ur e of t he I ndian Economy

80

100

120

140

160

180

1993-94 2001-02

Index value (base 1993-94=100) The economy has grown at a CAGR of

6.15% pa dur ing t he depict ed per iodand is wor t h USD 475 bi ll ions

295

475

1993-94 2001-02

USD billions

At cur r ent pr ices

31%24%

3%

2%

16%

17%

2%

3%

5%

5%

13%

15%

7%8%

12% 13%

12% 14%

0%

100%

1993-94 2000-01

communit y,social & per sonal

servicesf inancing,insurance,r eal

est ate & business servicest r anspor t ,st orage &

communicat iont r ade, hotels & r est aur ant

construction

Elect . gas & water supply

Manuf actur ing

Mi ning and Quar r ying

Agriculture

The shar e of agr icult ur e

has dr opped f r om 31% t o24%

Data Sour ce: CSO


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8.8%

8.4%

8.1%

7.6%

7.3%

7.0%

6.4%

6.2%

4.7%

2.6%

transport,storage &

communication

trade, hotels & restaurant

community,social &

personal services

financing,insurance,real

estate & business services

Manufacturing

Elect. gas & water supply

construction

TOTAL GDP

Mining and Quarrying

Agriculture

Growt h Rat es

Per iod: 1993-94 t o 200-01

Data Sour ce: CSO

Agr icult ure is t he slowest growing sect or in t he economy


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90

100

110

120

130

140

150

160

170

180

1993-94 2000-01

WPI of Food Ar t icles

WPI of All commodit ies

WPI of Pr imary Ar t icles

WPI of Non f ood Art icles

WPI of Manuf actured products

sour ce RBI

The f ast gr owing segment s have lower inf lat ion. Food ar t icleshave seen t he highest inf lat ion r at es

Pr ice is a key dr iver of demand


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90

100

110

120

130

140

150

160

170

180

1993-94 1999-00

WPI - Food Art icles

WPI - All commodit ies

WPI - Foodgr ains

WPI - Fruit s & Veget ables

WPI - Milk

WPI - Eggs, f ish and meat

WPI - OilseedsWPI - Edible Oils

Wit hin agr icult ur e sect or also, Pr ice is a key dr iver of demand

Sect or s t hat have seen lower inf lat ion have gr own f ast er Milk, br oiler meat , et c.

Foodgr ains have seen slowest growt h.

Pr ice is not t he only f act or . Changing consumpt ion pat t ern is also a

maj or f act or


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I nt r oduct ion



The I CT Promise








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Agr icult ure Ext ension

The t hree key ar ms of t he agr icult ur al ext ension net wor k ar ePublic Ext ension Services

St at e Gover nment , line depar t ment s oper at ed ext ension

St at e Agr icult ur e Univer sit ies based Ext ension

I CAR Ext ension, Agr icult ur e Technology I nf or mat ion Cent r e (ATI C), I nst it ut eVil lage Linkage Pr ogramme (I VLP

Pr ivat e Ext ension Services

Communit y Based Organizat ion, Par a Ext ension Wor ker s, I nput Suppliers/ Dealer s,Cor por at e Sect or

Mass Media & I nf or mat ion Technology

Pr int Media Vernacular Pr ess

Radio, Television, Pr ivat e Cable Channels- Sat ellit e Communicat ion

Elect r onic Connect ivit y t hrough Comput er s, NI CNET, I nt ernet , V-SAT et c

Far mer I nf or mat ion Advisor y Cent r es (FI AC)

Public & Pr ivat e I nf or mat ion Shops


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I nt r oduct ion



The I CT Promise








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NEEDS OF THE TARGET COMMUNITY

The services p rovided to the fa rmers must enc om pass a ll his need s (ma ny of the need s a reinterdep end ent a nd if only som e are being met, there will be no ta kers since c om plementa ry need smust a lso be me t)

Total Solutions

to the Farmer

Enhanced Incomes

Information

Credit Facilitati onCredit Fac ilita tion

Insurance

I nput Facil itat ionInput Fac ilita tion

Output Facilitation

KnowledgeKnowledge

The Circ le o f Fulfillment----


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Knowledge and I nf or mat ion needs

1. Far mers need t o know

What t o gr ow?

When t o gr ow?How t o gr ow mor e?

How t o st or e & pr eserve?

When t o sell?

Wher e t o sell?

What pr ice t o sell at ?

Far mers who underst and market t r ends and mar ket oppor t unit ies have a

bet t er chance of succeeding t han t hose who do not

I ASL Sur vey in UT, UP and MS


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I nf ormat ion needs

2. Gover nment policy and not ices regar ding agr icult ur e

3. Usage of f er t ilizer f or higher pr oduct ivit y.

4. Cr op Diseases, pr event ive measur es and in case of disease cur at ivemeasures.

5. I r r igat ion det ails like means, t iming, quant um. I nf or mat ion on wat erconser vat ion t hr ough advanced ir r igat ion t echnology like Dr ip et c

6. HYV seeds: exact know how on usage in t erms of select ion, quant it ysown per hect ar e.

7. Educat ion on what needs t o be done at t he pr e-har vest st age and post

har vest st age t o ensur e pr oduct ivit y and quali t y wit h minimum losses.


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I nf ormat ion needs

8. Advice on crop r ot at ion t o maint ain soil qualit y so t hat t he cropproduct ivit y could be increased and not negat ively impact ed as has

happened in case of sugar cane in many par t s of t he count r y.

9. Advice on f r uit s and veget ables because t hese ar e per ishable innat ure but pr ovide good oppor t unit ies f or pr of it due t o a gr eatdemand in domest ic as well as wor ld market s.

10.Advice on t he Veget able crops t o be sown, t iming of sowing,var iet ies t o be used, ar eas f or gr owing par t icular crops, ir r igat ionrequir ement s, pr event ive measur es f r om diseases, which pest icide

should be used, pest icide usage, st orage f acili t ies available,measur es t o be adopt ed f or increased keeping quali t y dur ingst or age.


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Some Lat ent Needs not ar t iculat ed

Lack of knowledge about a basic input like wat er : 1/ 3 of I ndiaever y year goes t hrough a sit uat ion like drought . Ther e is lack ofknowledge regar ding low cost wat er har vest ing/ r echar ging

t echniques, low cost conveyance, low cost st or age, f il t r at ion andj udicious use of scar ce wat er r esources on t he f ar m using low costt echnologies


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Lack of knowledge of seed var iet ies, plant s. There ar e many plant sspecies / her bs which can f et ch high income f or small holders.Similar ly t her e ar e improved seeds and var iet ies of commer cial

crops which small f ar mer s ar e not awar e of and if t her e is someawar eness t her e is lack of knowledge about t he availabil it y of t hesame at t he r ight t ime and place


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Lack of knowledge of Appropr iat e Technologies: There ar e manyagencies wor king in t he f ield of appr opr iat e rur al t echnologies/pr oduct s, which can be very usef ul f or small and marginal f armers.

Appr opr iat e and af f or dable input s in t heir pr oduct ion syst em canr aise t heir income. But most of t he f ar mer s ar e not awar e of it .Also t here is lack of availabili t y of some of t he t echnologies in t hemar ket


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I nt r oduct ion



The I CT Promise








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ICT VALUE PROMISE

Expertise, exc ellenc e andknow led ge tha t exist in

poc kets ac ross thecountry and oversea s

The fa rmingcommunityscattered

throughoutthe c ountry

Farm Extension

Rura l c onnec tivity and a llied infrastruc ture servic esproviders

Transac tion based initiatives suc h a s those of ITC,Tata Kisan Kend ras, NDDB, EID Parry, e tc .

Pure Informa tion services p roviders suc h a s ikisan,

commo dity India, ag riwa tch, indiaa gronet, etc

Knowled ge networks and knowled ge banks such a sHoney Bee , Harit Gyan, Ind ian Soc iety of Ag ri-Business p rofessiona ls, etc

Entrep reneurs op erating as partners in the form o f

kiosk owners, franc hisees, in the d istricts and ta lukas

ICT enablers

Issues c oming in

Solutions/ experienc esgo ing out


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Unive rsity a ndresearch institutionsknowled ge b ank

Individual Expertsinvo lved in spec ificareas

Corporate

knowled ge andfa rme rs FAQ

Unive rsity a ndfa rmers pa stinteractions

Othe r sources o f bestpract ices

Searchablea

ndintelligentquery

base

d

database

Govt. Extensionservic e

providers

Priva te Sec to rextension

servic eproviders

Rura l interne tKiosk op era to rs

Digitizationa

nd

otherICTme

dia

frie

ndlyforms

Others

Digitized sources ofb est pra c tic es a ndmarket intelligence

Market intelligenceservic e p roviders

FA

RMING

COMMUNITYLarge,sm

all

andm

arginal

Print and b roa d c a stc ontent p roviders

Cooperatives

NGOs

ICT VALUE PROMISE


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I nt r oduct ion



The I CT Promise








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ICT Initiatives in Agriculture

Type of Initia tive Initiatives studied Key features

1. Rura l connec tivityand a llied services

2. Private andcoope ra tive sec tortransac tion relatedinitiatives

3. Information services

5. Know led ge networksand knowledg e b anks

Drishtee, N-Logue

4. Multiple rural services

ITC e-cha upa l, EID Parrysc orners, NDDB, Ta ta KisanKend ra , Mahind ra ShubhlabhServices

Ag riwa tch, DMI,com modityindia, Oilma ndi.Eagritrader, Sama ikya

Gyandoo t, Warna w iredvillag e, Ta rahaa t, Village

Information Kiosks

ISAP, Harit Gyan,, HoneybeeNetwork, GAU Satellite KrishiGo sthi, Information villageresea rch projec t

Tec hnology ba c k-end , servic esin c ollabora tion w ith o ther

categories

Market place, procurement ERP,Know led ge d issemina tion andtraining

Dynamic da ta such as p rices,com modity trends, we ather, etc .

Ag ric ulture, rura l hea lth,ed ucation, e-governanc e, etc .

Prob lem solving , expert services,advisory servic es, tec hnica linforma tion services


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THE OTHER ENTITY - ENTREPRENEURS

Nea rly all the initia tives reac h the last mile through a loc a l entrep reneur, who invests in,runs and manages the d issem ination c enters/ kiosks

Typ ical p rofile

Graduate a nd above , with good understand ing of loc a l issues and need s

Typ ical Starting Investment

Rs 70,000/ - to Rs 200,000/- dep end ing on type o f p rojec t

Typ ical monthly revenue requirem ents to be sustainable

Rs 15,000/ - to Rs 50,000/ - dep ending on type of p rojec t

Typ ical services

Agricultura l know led ge

Ag ricultura l Informa tion

E-governance

Education content and delivery

Transac tions buying a nd selling


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I nt r oduct ion



The I CT Promise








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THE ICT INITIATIVES IN PLACE

Drishtee

200+ kiosks in Haryana , UP, MPand Biha r

N-Logue

Mainly in TN, AP, MP,Maharashtra

Harit Gya n

Two c enters in Mee rut a ndBarabanki

EID Parry

Mainly in Cud dalore Dist TN

contd.


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Drish te e .c o m

Typ e o f o rg a n iza t io n Priva te Ltd . A sta nd -a lo ne sta rt -up p ro je c t

In v e stm e n t s m a d e so fa r Estim a te d to b e a b o u t USD 2 50 ,0 00

Se rv ic e s o ffe re d e - g ov e rnanc e se r v ic es (g o v e rnm en t to c itizen ) , ru ra l

e x tensio n (a g ric u lt u re , hea lth ) , se rv ic e s (ed uc a tio n , jo b

typ ing , e - m a il, e t c .) . O the r lo c a tio n sp e c ific in fo rm a tion /

c o m m u n ic a tio n se r vic e s

Focus D istric t a nd b lo c k l eve ls. Sta ted o b jec ti ve c on ne c t Ind iav illa g e b y v illa g e

La st m ile c o n ne c tiv ity Th ro u g h k io sk s se t u p b y in d iv id u a l e ntre p re n e urs

Use rs G e ne ra l p o p u la tio n in v illa g e s. Th is in c lu d e s fa rm e rs a n d o the r

e c o n o m ic c la sse s

Re v e nu e M o d e l Se rv ic e c h a rg e s ( tra n sa c tio n fe e )

Rem a rk s Th is p ro jec t o rig ina lly sta rte d w ith a n e -g o ve rna nc e so f tw a re

a nd se rv ic e d e l iv e r y m od e l . W ith t im e it has ev o l v ed in to a

c om p le t e p a c k a g e fo r ru ra l en t rep rene u rs. It ha s d isc o v e red

tha t the ru ra l en trep ren eu r nee d s to ha v e a b a sk e t o f se r v ic es

in o rd e r to b e fina nc ia lly susta ina b le a nd is hen c e e x p lo r ing

a ll a rea s o f c o - o p e ra tio n w ith va rio us p a rtne rs.

The se rv ic e s b e ing o ffe re d a t Drish t i k iosks va ry fro m e -

g o v e rn a n c e t o a g ri- in fo rm a tio n to d a ta p ro c e ssin g to c a b le

TV


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n-Logue

Typ e o f o rg a n iza tion Priva te Ltd . A sta nd -a lo ne sta rt -up p ro jec t ven tu re c a p ita lf u n d e d

In ve stm e n ts m a d e so fa r Estim a te d to b e a b o u t USD 1,0 00 ,000

Se rvic e s o ffe re d e - g ov e rnanc e se rv ic es (go ve rnm en t to c itizen ) , ru ra l

ex tension (a g ric u l tu re , hea lth ) , se rv ic es (ed uc a tion , job

typ ing , e -m a il, e tc .) . O the r loc a tion sp ec ific in fo rm a tion /

c o m m u n ic a t io n se rv ic e s

Fo c us Pro v id e lo w e r c o st a nd w ire le ss te c hno lo g y to b rid g e the

d ig ita l d iv id e . D ist ric t a nd b loc k leve ls. Sta ted ob jec t ive

c onne c t Ind ia ou tsid e the top 150 c ities

La st m ile c o n n e c t iv ity Th ro u g h k io sk s se t u p b y in d iv id u a l e ntre p re n e u rs. C e n tra l

hub s to sup p or t a b unc h o f k iosks

Users G en era l p op u la t ion in v i lla g es. Th is inc lude s fa rm ers a nd o the r

e c o n o m ic c la sse s

Re v e nue M o d e l Se rv ic e c ha rg es, sp ec ific se rv ic e s ha ve sp e c ific c h a rg es

Re m a rk s O rig ina lly , the y p la nne d to b e te c hn o lo g y p ro v id e rs o n ly . The

w ire less tec hno lo g y w a s p ro m ising fo r ru ra l Ind ia w he re lan d -

l ine p e ne tra t io n is ve ry low . The in i tia l p ro je c ts w ith EID Pa rrya n d Wa rn a w i re d v illa g e w e re p ro je c ts wh e re n - l o g u e d id n o t

d o a n y thin g o th e r th a n p ro v id e te c h n o lo g y .


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H a r it G y a n

Ty p e o f o rg a n iza t io n Priv a t e . Pa rt o f Ja ip ra k a sh In d u st rie s w h ic h is in t o c e m e n t ,

H o t e ls, p o w e r a n d IT e n a b le d se rv ic e sIn v e stm e n ts m a d e so fa r Est im a t e d t o b e a b o u t USD 50 0 ,0 00

Se rv i c e s o ffe re d A g ric u l tu re k n o w le d g e se r v ic e s ( FA Q d a ta b a se ) w ith sp e c i fic

fo c u s o n c ro p s a n d so ils in Pu n j a b , Ha ry a n a a n d UP

Fo c u s Fo c u s o n f a r m e rs w ith i n te rfa c e s d e sig n e d t o b e u se r frie n d ly

to se m i- l i te ra te s . Use s v o ic e o v e rs a n d g ra p h ic a l c u e s. Its

e sse n t ia l ly o ff- l in e w ith p e rio d ic u p d a te s

La st m ile c o n n e c t iv i ty Th ro u g h th e d istrib u t io n c h a in o f a g ri- in p u t c o m p a n ie s.

C u rre n t ly w ith Ra sh t riy a Fe rt il ize r C o rp o ra t io n i n Ba ra b a n k i a n d

M e e r u t

Use rs Fa rm e r c u sto m e rs o f k io sk o w n e rs

Re v e n u e M o d e l Fra n c h ise e p a y s to Ha rit G y a n a n a n n u a l fe e fo r th e c o n te n t

Re m a rk s Th is p ro je c t sta rte d w ith a n a m b it io u s p la n o f p ro v id in gk n o w le d g e t o fa rm e rs. Ho w e v e r, it so o n d isc o v e re d th a t

w h e re a s k n o w le d g e w a s w e lc o m e i t d id n o t c o m m a n d a

p ric e a s a sta n d - a lo n e . Fa rm e r s a re w ill in g to p a y a p re m iu m

o n in p u ts if b u n d le d w ith se rv ic e s su c h a s k n o w le d g e a n d

a d v ic e , b u t fo r a p u re k n o w le d g e se rv ic e ( a s a sta n d a lo n e )

th e re w a s a re a l re lu c ta n c e t o p a y .


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Parrys CornersType of organization Private. Part of Murugappa Group which is into sugar and

confectionaries

Investments made so far Estimated to be about USD 1,000,000.

Services offered agri extension, services (education, job typing, e-mail, etc.). FactoryERP which allows farmers to look at their accounts with the factory

Focus Focuses on the factory catchment area. Attempts to give kiosk

owners a variety of rural service offerings so as to make the kioskssustainable

Last mile connectivity Through kiosks set up by individual entrepreneurs. Central hubs tosupport a bunch of kiosks

Users Farmers transacting with EID sugar factory

Revenue Model None at present. Plan to implement service charges for a fewservices

Remarks EID Parrys project is limited geographically to the area from whichits sugar factories buy. The factory ERP, will over time, shift to

these kiosks. The commitment to the project is high and the farmerswill benefit.

The benefits are in terms of a transparent accounting and factoryinformation system, additional knowledge in terms of croppingpatterns and crop planning and other relevant services.

This is a network that can be tapped to provide extension services,since it is long term and stable (very small proportion of EID Parryscosts. However, it will remain geographically limited


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Tata Kisan Kend ra

UP, Punjab and Haryana

Plan to have 800 franc hiseesby the end of this year

iKisan

30 kiosks in AP, 8 in TN

Ma nage Kiosks

Ranga Reddy District, AP

Informa tion Village Projec t

Pondicherry

contd.

Samaikya Ag rotec h 18 kiosks


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Ta ta Kisa n Ke nd ra

Typ e o f o rg a n iza t io n Priva te . Pa rt o f Ta ta C he m ic a ls.

Inv estm en t s m a d e so fa r Estim a ted to b e a b ou t USD 1 ,000 ,000 p lus

Se rvic e s o ffe re d Of fe rs a c om p le te fa rm ers se rv ic e c en te r eq u ip p e d w ith

t ra in ing a nd e xte nsio n fa c il it ie s. Ha s l ib ra ries o f e xten sio n

m a ter ia l (d ig i ta l a nd o therw ise ) , Tie- up s w ith Unive rsity

p e rson ne l fo r p rog ra m s

Focus O n a g ri- k no w l ed g e a nd ex t ension w ith sp e c ific foc us on l ongterm inc re a se o f sa les o f Ta ta G ro up p ro d uc ts fe rt il ize rs,

p e stic id es , e tc . G eo g ra p h ic a l fo c us UP, Pun ja b , Ha rya na

La st m ile c o nne c tiv it y Phy sic a l inf ra struc ture a c ts a s Ta ta Kisa n Ke nd ra s. Furthe r

d issem ina tion th roug h fra nc h ise e n e tw ork ( tend to b e

exc lusive d ea le rs o f Ta ta Group p rod uc ts)

Use rs Fa rm e rs a nd fa rm e r g ro up s

Re v e nue M o d e l No ne a t p re se n t. The k e y p urp o se is to p ro m o te usa g e o f Ta ta

Pro d uc ts o ve r the long term

Re m a rk s The b a sic o b je c tiv e he re is to d e v e lo p fa rm ing p ra c tic e s in

o rde r to i nc rea se p ro d uc tiv ity a nd w ea lth . By b e ing the p rim e

m ov e r, the Ta ta G roup ex p ec ts to g ene ra te b ra nd eq u ity a nd

g o od w ill a nd tha t sho u ld tra nsla te in to h ig he r m a rke t sha re sfo r the va rie d p ro d uc ts tha t the Ta ta G rou p ha s to o ffe r.


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Ik isan.com

Typ e o f o rg a niza t io n Priva te . Pa rt o f Na g a rjun a Fe rt ilize r C o rp o ra t io n Ltd .

Investm ents m ad e so fa r Estim ated to b e ab ou t USD 500 ,000

Se rvic e s o ffe red Crop p ra c tic es re la ted d a ta ba ses kno wledg e b an k. In

a d d ition , a lso p rov ide s d yna m ic da ta to fa rm ers suc h a s

we a ther, t ra d e informa tion, etc .

Focus On a g ri-k now led g e a nd extension. Is ty ing up w ith va rious

extension a g enc iesLast m ile c onnec t iv ity Th rough the d istribu tion c ha in o f NFCL. Cu rren tly 30

d isse m ina tion c e nte rs in AP a nd 12 in TN

Use rs Fa rm e rs a nd fa rm e r g ro up s

Re ve nue M od el Se rv ic e c ha rg es, sp ec ific se rv ic e s ha ve sp ec ific a c c ess

c h a r g e s

Remarks The in it ia l rea c h h a s b ee n a c hie ved throug h the d istrib ut ion

ne two rk o f Nag a rjuna Fertil izers a nd Ch e m ic a ls Ltd. , the

p a rent group . They ha ve sta rted a m em b ership d rive to t ry

a nd stim ula te revenu e g ene ra t ion . How ev er, rev enu e

g ene ra tion rem a ins low a nd it is inc rea sing ly c lea r that the

p ro jec t is un like ly to m a ke eno ug h m oney to c ove r theinvestments.


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Village Information Kiosks

MANAGE KIOSKS

Type of organization Manage is a govt. organization involved in agriculture extensionrelated training.

Investments made so far Rs 1.1 million

Services offered Kiosks offer computer training, net surfing and e-mail. It also serves

as the facility for computerized accounting of the micro credit banks(where the kiosk is housed)

Focus On trying to work with SHGs in rural areas and evolve a sustainablekiosk model

Last mile connectivity Physical infrastructure connected by dial-up internet

Users General population in villages. Specific womens SHGs

Revenue Model Service charges

Remarks This is a very small experimental project. Manage has set up thesekiosks at very low cost (using shared premises) to test out theviability.

Whereas the response and usage has been good, the ability to payfor the services (for the village personnel) makes it unviable in the

short term. Manages conclusions are that it will require support fora considerable period and several services need to be added inorder to make them viable.


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Information Village Research Project

Type of organization Set up as a demonstration project by the MS SwaminathanFoundation. Completely funded by grants

Investments made so far Estimated to be about USD 1,000,000.

Services offered agri extension services, health and education services, information

services (weather, prices, etc.), knowledge network to assimilate

and develop local knowledgeFocus Local knowledge and knowledge sharing, relevant information

dissemination, knowledge dissemination tools development

Last mile connectivity Through kiosks set up by individual entrepreneurs.

Users General population in villages, specific womens SHGs

Revenue Model Service charges for a few specific services. Mostly survives ongrants

Remarks This is an experimental project funded through grants. MS

Swaminathan foundation tends to carry out time bound projectswhich are funded by grants. Many projects may be executedsimultaneously with synergies between them.

The Information village project by itself will continue to get supportfor a reasonable period and already several agriculture extension

related issues are part of it. However, this will not be scaled up bythe foundation. A government or a private initiative will have tostudy the project in detail and try and replicate it in other areas


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Ind ian Soc iety o f Ag ribusinessProfessionals

On-line network with offic es inDelhi, Pune and Banga lore

ITC e-c haupa ls

MP (Soy a nd whea t) 1200 cha upa ls

Karnata ka (Coffee) 100 c haupals

AP (Shrimp s) 70 c haupals

UP (Whea t + Ric e) 250 chaupa ls

Tota l 1500 c haupa ls c atering to 10,000villag es and 1000,000 fa rmers

Tarahaa t

Bundelkhand a nd Bhatinda

contd.


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Tarahaat

Type of organization Private. Promoted by Development Alternatives, an NGO.

Investments made so far Estimated to be about USD 500,000 plus

Services offered Currently offers IT education services in rural India. Plans to

offer all possible rural services including agriculture extension

Focus IT education basic IT education and computer lieracy in the

villages. Current area of focus Bundelkhand and Bhatinda

Last mile connectivity Through kiosks set up by individual entrepreneurs)

Users General population in villages

Revenue Model Service charges, specific services have specific charges

Remarks This initiative is active only in areas where the original

promoters, Development Alternatives, were ac tive.

It is focusing on IT education (basic computer training) which

is not likely to be a high income generator for its franchisees.

It is tight-lipped about its other programs and plans.

However, it is not likely that they have any major

breakthroughs. Their business plan talks about a large number

of village kiosks all over India offering everything of

relevance, which includes news, product retail, education,

advisory services, etc.


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Ind ian Soc iety Of Ag ribusiness Professiona ls (ISAP)

Type of orga niza tion Not for Profit organization

Investments made so far Estima ted to be about USD 150,000.

Services offered Knowledge netw ork access, query red ress by experts,

knowledge ba nk

Focus Focuses on utilizing the servic es of agri-experts spread ac ross

the c ountry and overseas for the benefit o f sma ll fa rmers.

Last mile c onnectivity Through kiosk led ventures suc h as n-log ue, drishtee and

othe rs, throug h private sec tor extension mac hinery, ag ri-c linics and through the g ovt . extension machinery

Users Farmers, fa rmer group s, fa rming servic es p roviders

Revenue Model Service charges. Charges from corpora tions and experts forva lue added services.

Remarks This organiza tion is attempting to c rea te a knowled ge

network, a know ledg e b ank and a gateway to get theexperts and service seekers together.

The government extension a nd resea rc h p ersonnel will alsobe part o f the netw ork, ev entua lly. Sinc e it is not investing in

last mile c onnec tivity and is riding on existing networks it is alow risk venture.

For the agriculture extension system, this p roject is a

c ollabora tor and the two c an wo rk together effectively to

augment their efforts


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NDDB

Guja ra t, Anand

Warna wired village

GAU Sa te llite Krishi Gosthi

Gujarat

Honey Bee Network

Gujarat

Gyandoot

Dhar, MP

IASL

Covers 56 mand is a ll over Ind ia

Pub lishes in Hind i ford issemination in North India


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Indian Agri-Business systems Ltd (IASL)

Type of organization Private Ltd. stand alone

Investments made so far Estimated to be about USD 800,000.

Services offered Information services (price, weather, etc.) through media such asinternet, mobile phones, newspapers. Knowledge services(cropping pattern and methods etc.), Consulting services

Focus Focuses on content and information services

Last mile connectivity Through kiosk led ventures such as n-logue, drishtee and others.

Rides the backbone of private companies distribution, governmentextension machinery and through direct selling agents

Users Commodity traders, farmers, agri product companies

Revenue Model Service charges. Sponsorships from large organizations.

Remarks This is a pure information service. It is already collaborating withseveral kiosk based service providers to disseminate market andfarming practices related information to the target audience.

Additionally, the venture works with agri-input companies, govt.

departments and others to distribute its services (print edition) tothe target audience (the collaborators pick the price tabs)

Its a profit making venture and is now preparing to increase itsreach by introducing publications in various regional languages


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NDDB Anand

Type of organization Government organization, working closely with dairy cooperatives.Investments made so far Over USD 1 million

Services offered Automated milk collection accounting, dairy information system

(knowledge and extension), dairy GIS, trade related information prices of various products in different markets, market intelligence.

Focus On using ICT for increasing the overall efficiency of the dairycooperative sector

Last mile connectivity Cooperative offices, chilling centers, etc (all the existinginfrastructure).

Users Milk farmers, cooperative members

Revenue Model NoneRemarks This is a well thought out project which encompasses all areas of

ICT including extension. Eventually, the model in Anand will bereplicated in other dairy co-operatives.

The advantage for Agriculture extension is that most of the smalldairy farmers also own land and do crop farming. They can be

reached through this network effecti vely.

NDDB is using the cooperatives offices as dissemination centersand not kiosks owned by small entrepreneurs. The financial backingthat these centers have makes them a long term prospect.

GAU S t llit K i hi G thi


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GAU Satellite Krishi Gosthi

Project Name: GAU Satellite Krishi Gosthi

Type of organization University

Investments made so far No investments per say. Uses existing Narrow-casting facilities.There is no revenue model and it is grant dependent

Services offered Uses satellite technology to narrowcast short programs to farming

community. Farmers can phone-in and get responses from a panelof agri-experts

Focus One-way narrow-casting with phone-ins for farmers to ask relevantquestions

Last mile connectivity This is not an issue. Community centers in villages are used for thepurpose.

Users Farmers

Revenue Model None

Remarks This is a very small experiment but has a good potential. There are

similar ideas being implemented by commercial broadcastingorganizations such as Eenadu TV.

The main drawback is that it is still largely a push media and henceit will be difficult to measure how the target community is receiving

it.

Broadcasting for extension has been used over several years, butconcepts in narrow-casting with telephonic participation is relativelynew.

This can be tied up with kiosk base initiative as an additionalservice. The kiosks then arrange specific farmer groups with

specific agenda.


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Honey Bee Network

Project Name: Honey Bee Network

Type of organization NGO

Investments made so far Over USD 1 million

Services offered Knowledge network and documentation of innovations.Focus On documenting grass-roots innovations

Last mile connectivity Kiosks run by entrepreneurs

Users Farmers and farming services providers

Revenue Model Service charges, specific services have specific access charges

Remarks This is a knowledge service organization. It is attempting todocument as many grass roots innovations as possible.

However, it does not have a clear revenue model and is likely to bedependent on grants and sponsorship to sustain itself.

It adds to the knowledge pool that agriculture extension can deliver,

but not much to the delivery mechanism.However, both the Honeybee project and the ISAP project are lowcost ventures which can at least create a strong knowledge bankand experts network


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Warana Wired Village Project, Warananagar

Type of organization Cooperative

Investments made so far Over USD 750,000. Operating budget of USD 50,000 pa

Services offered Rural info needs of the cooperative area (mostly sugarcane farmersand a few dairy farmers). This is aclosed network with no revenuemodel

Focus Transactions with cooperative, cropping knowledge and basiccomputer literacy

Last mile connectivity Cooperative offices, computer booths (kiosks)

Users Cooperative members, mostly sugarcane farmers

Revenue Model Service charges

Remarks This is supported by the cooperatives and is therefore a stableproject. Conceptually, it is very similar to the NDDB project thoughthe implementation may differ a bit in the sense that it uses variousprivate service providers to finally deliver extension and informationservices.

Like EID Parry and NDDB, the primary focus is on IT enabled

transactions and information. The education/ extension related

services are add-ons riding on the same network

GYANDOOT ANETWORKFOREGOVERNANCEAND


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GYANDOOT A NETWORK FOR E-GOVERNANCE ANDEMPOWERMENT OF RURAL PEOPLE

Type of organization Private private companies and village communities own it

Investments made so far Over USD 200.000

Services offered e-governance (govt. to citizen), information, knowledge banks,education computer literacy.

Focus e-governance and agriculture extension services

Last mile connectivity Kiosks run by entrepreneurs

Users General population in villages. This includes farmers and othereconomic classes

Revenue Model Service charges, specific services have specific access charges

Remarks Gyandoot has basically implemented with Drishtee as the software

provider. The model is similar to that of Drishtee, except that Gyandoot is focused on one district and is trying to develop it in depth.

The services are mainly in e-governance, extension, education andalso e-mail and internet surfing


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And some more!!!!


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I nt r oduct ionAgr icult ur e Ext ension


The I CT Promise


Ot her I CT init iat ives in r ur al/ agr icult ur al ser vices





Issues to be addressed for Effective Delivery


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Issues to be addressed for Effective Delivery

The lac k of reliab le c onnec tivity in rura l areas

The sheer lack of purc hasing power in the rura l seg ment, which makes it nec essaryto find sponsors (govt., c o-op erative, priva te sec tor com panies) who bene fit byway of advertising, goo dwill c rea tion o r fulfillment o f certain ob jec tives

The time element in esta b lishing e -governa nc e services in districts, which ha s a

c asc ading imp ac t on investment co st

The need to have a lternate med ia vehic les to rea c h the target aud ienc e

The need to have high usage of g raphic s and voice -ove rs (less confide nce withc om puters, low literac y levels) in c ontent

I ssue: Mode of Deliver y


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Far mers benef it mor e f r om simple t echnology which communicat es

inf or mat ion which is r elevant and easy t o underst and.

The ef f iciency of an inf or mat ion ser vice should be j udged by whet her it

meet s t he needs of t he end user eg MSSRF init iat ive f or f isher men inPondy.

At a vil lage level, t he simpler t he deliver y syst em, t he mor e ef f ect ive t hedisseminat ion of mar ket inf or mat ion is likely t o be

I ssue: Point of Deliver y


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Since t her e ar e lar ge numbers of small f ar ms, home delivery is limit ed by

t he f act t hat many f ar mers may not own r adios or t elevision set s, and maynot have access t o a daily newspaper .

Deliver y of t he inf or mat ion t o t he mar ket place it self is somet imes seenas a solut ion: Agmar ket init iat ive of t he DMI , MOA

Given t he above and t he ill it er acy rat es amongst f ar mer s t he r ole of t hef ar mer int er f acing inf omediar ies- kiosks/ clinics/ co-procur ementcent er s/ ser vice cent er s/ is cr it ical and vit al

In the short run, it is unlikely tha t these p rojec ts will be ab le to genera te enough money to payfor the initial investments. However, wha t is encouraging tha t the va riab le c ost of most services(inc lud ing delivery) are low eno ugh to m ake them self-susta ining


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The I CT PromiseI CT Cat egory Mat r ix


Ot her I CT init iat ives in r ur al/ agr icult ur al ser vicesThe nat ur e of suppor t r equir ed



RURAL CONNECTIVITY AND ALLIED SERVICES PROVIDERS


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Key Strengths

Estab lished working models of e-governanc e in selec t d istric ts in c lose c ollabora tionwith d istric t administra tion

Estab lished content a nd servic e delivery partnerships with relevant servic e p rovide rs(bo th loc a l and pan - India service p roviders)

Have got a deq uate funding to take it through the initia l phase of deve lop ment

Esta b lished suc c essful pa rtne rships with initia tives in private sec tor and the sta tesector

Support Required

Ad op tion and support by distric t administra tions on a p riority basis

Ad eq uate legisla tions/ rules to fac ilita te more e-government ap p lic a tionsde velop ment a nd de livery

Syndica ted c ontent from va rious govt. dep artments in the area of hea lth, ed uca tionand agriculture

TRANSACTION RELATED CORPORATE INITIATIVES


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Key Strengths

Since it ties in with the ma in business ob jec tives of the c onc erned com panies, themoneta ry c ommitment is not lac king

Effic ient proc urem ent of material from farmers is a key ob jec tive

Thrust on ultima tely c rea ting a ma rket p lac e for both buying and selling of p rod uc tsand services - whic h ad dresses the c irc le of fulfillment

Support Required

Legisla tions/ rules reg ard ing p rocurem ent and selling

Know led ge a nd know -how inputs/ c ontent from universities and other extension a rms

INFORMATION SERVICES INITIATIVES


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Key Strengths

Have esta blished informa tion delivery models tha t a re susta inab le

The lac k of internet p enetration and c omputer comfort has seen them innova teinto o the r forms suc h as p rint for delivery

Have been a b le to pa rtner with delivery infrastruc ture c rea tors to d issem inate to

targe t groups

Support Required

Supporting their franc hisee / pa rtners to set up viab le loc a l language versions

Fac ilita ting use of a ll possib le m ed ia (som e o f which a re under government c ontrol) ford issem ination o f content internet, print, TV, rad io

MULTIPLE RURAL SERVICES INITIATIVES


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Key Strengths

Esta b lished working models in selec t d istric ts in c lose c ollab ora tion w ith d istric tadministration

Estab lished content a nd servic e delivery partnerships with releva nt servic e provide rs(bo th loc al and pan - India service p roviders)

Have go t ad eq uate funding to ta ke them through the initial phase of development

Support Required

Ad op tion and support by distric t administra tions on a p riority basis

Ad eq uate legisla tions/ rules to fac ilita te more e-government ap p lic a tions

de velop ment a nd de livery

Syndica ted c ontent from va rious govt. dep artments in the area of hea lth, ed uca tionand agriculture

Expert network support

KNOWLEDGE NETWORKS AND KNOWLEDGE BANKS


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Key Strengths

Have been ab le to c rea te prac tic al and relevant da ta b ank and d a ta m ining capa bilities

Have been ab le to enroll p rofessiona ls as experts on the network

Have g ot both on-line a nd offline services

Support Required

Provid ing knowled ge b ank content university, researc h institutions, etc

Providing experts da ta bases to help c rea te netw orks

Utilizing the services a t g round leve l

Provid ing users da ta bases

KIOSK ENTREPRENEURS


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Support Required

1. Tra ining and skill upgradation Tec hnic a l skills as well as business skills

2. Spac e to set up kiosks, a t stra tegic loc a tions suc h as mand is

3. Provide back-end ed subsid ies on initial investment sub jec t to spec ific c riteria

The broad guide lines in p rovid ing bac k-ended subsid ies to entrep reneurs a re

1 The entrep reneur must have an MOU with a t lea st one a pproved service p rovider ofea c h of the ma in c a tegories of service p roviders

Infrastruc ture

Content

Ag riculture transac tion services

e-governance servic es

knowled ge network and expert servic es

Informa tion services

2. The q ua lific a tions and experienc e

3. Co mmitment o f the entrep reneurs c onflic ting b usiness inte rests, etc .

4. Deta iled business p lans including q ua rterly milestones


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Ot her I CT init iat ives in r ur al/ agr icult ur al ser vices

The nat ur e of suppor t r equir edI ssues t o be addr essed f or ef f ect ive deliver y




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Case St udies of ef f ect ive I CTimplement at ion in Agr icult ur e


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Example - Livest ock

sect or (Milk and Br oiler s)

Livest ock sect or out put is 34% of agr icult ur e out put and 8. 2% oft he economy


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114

361

Agriculture

Rest

Tot al Economy: USD 475 bi ll ion

38.91

75.09

Livest ockRest

0 5 10 15 20 25 30 35 40 45

USD billion

br oiler meat bovine meat pig meat sheep/ goat meat milk mar ine f ish inland f ish eggs

t he economy

Milk sect or is t he largest cont r ibut or t o livest ock segment 49%, f ollowed by

f isher ies (34%)

Br oiler is t he f ast est growing meat segment


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0

1,000

2,000

3,000

4,000

5,000

6,000

1995 1997 1999 2001

Poul t r y Meat

Pork Meat

Bovi ne meat

Mut t on & Goat Meat

CAGR = 4.8% pa

Figures in 000 t pa

4,041

5,350

19.6%

2.8%

0.7%

4.7%

Br oiler and Egg have t he most Ef f ect ive Market Syst ems. Here, unlike in

dair y, t he t hrust has come f r om pr ivat e player s in t he f or m of cont r actf ar ming making ext ensive use of I T, Media and ef f icient dist r ibut ionsyst ems.

Pr ice again, is a key dr iver of demand


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50

100

150

200

250

300

1993-94 2002-03

WPI of Eggs WPI of Fish (wt mar ine)

WPI of Fish (wt inland) WPI of Mutt on

WPI of Beef & buf f alo meat WPI of Poult ry chicken

WPI of Por k

Chicken pr ices have declined @ 0.5% pa

Egg pr ices have incr eased @ 4.5% pa

Pork pr ices have increased @ 4.8% pa

Mar ine f ish pr ices have incr eased @ 6.6% pa

Mut t on pr ices have increased @ 7.9% pa

Beef and buf f alo meat pr ices have increased @10.7% pa

I nland f ish pr ices have incr eased @ 12.4% pa

2002-03 dat a is f r om December 14, sour ce RBI

Ef f iciencies in t he poult r y segment have led t o cont r ol of price r ise in case of eggs and a pricedecline in case of br oiler meat .

The least Ef f ect ive Mar ket Syst ems inland f isher ies, beef and mut t on have seen t he highestpr ice increases.

Pork has a limit ed small market and t he lack of demand keeps t he pr ices low, even t hough it is asunorganized as t he ot her meat cat egor ies

Pr oduct ion of milk in I ndia


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0

10

20

30

40

50

60

70

80

90

1988-

89

1989-

90

1990-

91

1991-

92

1992-

93

1993-

94

1994-

95

1995-

96

1996-

97

1997-

98

1998-

99

1999-

00

2000-

01

(E)

2001-

02

(E)

Production in million MT

E= est imat edT= t ar get / expect ed

Sour ce: DFPI , Annual Repor t -1999-2000

The gr owt h r at e dur ing t he per iod depict ed above is 4.2% p.a. (CAGR).

Organized pr ocur ement f r om f armers have reduced f armers r isks, kept

consumer pr ices under cont r ol and st imulat ed demand

NDDB


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Under t he nat ional inf or mat ion net wor k pr oj ect , NDDB has under t aken

sever al pr oj ect s. The maj or pr oj ect s ar e

AMCS Aut omat ic Milk Collect ion Syst em

I DI S I nt er net based Dair y I nf or mat ion Syst em

DGI S Dair y Geogr aphic I nf or mat ion Syst em

DI SK/ DP Dair y I nf or mat ion Syst em Kiosk/ Dair y Por t al

Aut omat ion of t he milkcollect ion syst em at t hecollect ion cent er at t hevillage level. The syst em isinst alled on a PC at t he

collect ion cent er . Weighing,f at t est ing and billing is

done inst ant ly when t hef ar mer br ings his milk att he collect ion cent er s

Helps NDDB t o monit or t he perf or mance of allI ndia Dair y Co-oper at ives. NDDB gives f eedbackt o t he co-operat ives on var ious operat ional,t act ical and st r at egic issues

This t ool uses var ious aspect s of GI S t o help

t he dair y co-oper at ives in decision making

Plans t o pr ovide t echnology and mar ket r elat ed inf or mat iont o t he members using an int ernet based kiosk and por t al

NDDB Pr oj ect Model



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There is a cent r al DGI S ser ver host ed at NDDB, Anand. A sof t war e is givent o t he implement ing co-oper at ive t o be host ed on t heir PC. The local sof t war e

act s as a decision making t ool whereas t he cent r al server act s an a sour ce ofup-t o-dat e geogr aphical inf or mat ion and maps.

The member co-operat ives can access t he cent r al ser ver anyt ime and getst andar d geogr aphical inf or mat ion. At t heir end, t hey can cust omize t hisinf or mat ion.

DI SK/ DP Dair y I nf or mat ion Syst em Kiosk/ Dair y Por t al

DI SK is Kiosk supposed t o pr ovide ext ension educat ion t o t he dair y f ar mers.

DP is a dair y por t al which will be one st op collect ion of all inf ormat ion needsof a dair y f ar mer including pr ices of animals, milk, milk pr oduct s, f eed, et c.

The DI SK & DP Models ar e st il l in t est ing and t r ial st age

NDDB Pr oj ect Model



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AMCS is int er f aced wit h a PC at t he Milk Collect ion Cent er at t he vil lagelevel. Weighing, f at t est ing and bill ing is done inst ant ly when t he f ar mer

br ings his milk at t he collect ion cent er s.

The decision of implement ing AMCS and it s cost is t he r esponsibi li t y of t he

concer ned co-operat ive.

I DI S I nt er net based Dair y I nf or mat ion Syst em

I t is an I nt er net based sof t war e syst em. All t he individual co-oper at ives ar e

given an I D and passwor d t o use t he syst em. The co-operat ives ar e expect edt o input t he f ollowing dat a t o t he syst em on daily basis

Milk collect ion & bil ling dat a

Plant operat ion dat a

Animal Healt h/ Ar t if icial I nseminat ion dat a

Qualit y Cont r ol Dat a

The syst em analyses t he dat a online and pr epar ed cer t ain r epor t s which can

be used by NDDB as well as t he co-operat ives in decision making


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Conclusion: Organizat ion and ef f iciency using

I CT leads t o lower pr ices t o consumer and

dr ives consumpt ion leading t o an ef f ect ivemar ket syst em.


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Ot her I CT init iat ives in r ur al/ agr icult ur al ser vicesThe nat ur e of suppor t r equir ed



RECOMMENDATIONS


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1. The governments (sta te and c ente r) should p lay the role of the ena b ler by ha rnessing theexpe rienc e and expe rtise gained by the existing initia tives

2. Most of the succ essful initia tives have a c ritic a l c om ponent in its c hain the village/ ta luka leve lentrep reneur who invests in and runs the kiosks from where the services are d issem inated . Thegovernment c ould play a dec isive role here b y

a . p rovid ing incentives (ba c k-ended subsid ies subjec t to spec ific fulfillment criteria )

b. Ensuring a vailab ility of spa c e a t stra tegic loc ations (eg. Ma ndis)

RECOMMENDATIONS


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3. For a ll the e -governanc e related initiatives/ services, the administra tive mac hinery atd istrict level c ould p lay a key role b y p rioritizing the on-line c onversion of a s manyservices as possib le and fac ilitat ing the usage of ICT delivery modes

4. Providing Syndica ted content from va rious govt. dep artme nts in the a rea of hea lth,ed uc ation and a gric ulture to the va rious initia tives on comm erc ia l terms

5. Ad eq uate leg isla tions/ rules to fa c ilita te p roc urem ent o f ag ric ultura l p roduc e a ndcommo n market

RECOMMENDATIONS


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6. Fac ilitat ing the usage o f a lterna tive med ia vehic les (print, TV, Rad io) by the va rious p rojec ts

7. Huma n Resource Tra ining and Development on the lines of w ha t is being exec uted byMANAGE in the context of Ag ri-c linic s

8. The massive rep osito ry of knowledge (several of whic h c an be used as off-the-shelf) with theuniversities and the resea rch institutes need to be d igitized and c onverted into an intelligentda tabase w ith intelligent q uery fac ilities

9. The va rious queries and their answers (generated by farmers and universities) generated over

the years should a lso be simila rly digitized

10.Priva te sec tor c om panies (suc h as Ta tas, Chambal Fertilizers and ITC a mong o thers) have a lsoover the yea rs genera ted a substa ntial rep osito ry of FAQs. These m ay also b e harnessed bythe knowled ge system

11.Create d a tabases of agri-experts, innova tor farmers and o thers and ma ke them a va ilab lefor service seekers to benefit

itapplications-agriwatch

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