m4AgriNEI Mobile for Agriculture in North-East India (PDF)

**m4agriNEI: Mobile for Agriculture in North-East India** Mobile based Agro-Advisory System in North-East India (m4agriNEI) is an innovative mix of mobile, web and Interactive Voice Response System (IVRS) applications along with the integration of Common Service Centres (tele-centres) and human int...

**m4agriNEI: Mobile for Agriculture in North-East India** Mobile based Agro-Advisory System in North-East India (m4agriNEI) is an innovative mix of mobile, web and Interactive Voice Response System (IVRS) applications along with the integration of Common Service Centres (tele-centres) and human intermediaries-based farmer specific agro-advisory system was jointly implemented by the **Media Lab Asia** and the **Central Agricultural University**, Imphal in the **Meghalaya State of North-East India**. It was launched in June 2012 with the objective to empower the farmers by providing '**right information at right time in local dialects** -- **Khasi & Garo**'. Toll free number of m4agriNEI is **1800-102-3141**. m4agriNEI is a mobile interface at front end for the farmers and web interface at the back end for the agricultural experts. The system allows transmitting the data through voice, text, images and videos from both end (farmers to expert and back). Also, the farmer can call the system to get any information as well as to get the agro-advisory services. This system will provide the options to the farmer to subscribe for the various agriculture and allied information services. Farmer will receive **information (SMS/Voice Call/Picture/Video clippings) for only that services for which farmer has subscribed** and **has an option later to either select some more services or unsubscribe to some of the existing services**. The experts at back end (m4agriNEI agro-advisory laboratory with domain experts and virtual subject matter experts) can access to the database of the farmers (farmer particulars, farm history-land & crop details, and previous interactions with the agro-advisory system) while responding the farmer's queries. Further, **designated farmer co-ordinators and rural youth will facilitate the registered farmers in getting farm information and knowledge and, they provide feedback to the m4agriNEI system.** The basic frame work of m4agriNEI system is an outcome of a comprehensive farmers' need assessment and ICT initiatives evaluation study of **26 major ICT initiatives in India** conducted by the consortium led **Media Lab Asia of Ministry of Electronics and Information Technology** with the **research grant support from the World Bank funded National Agricultural Innovation Project** of Indian Council of Agricultural Research. The basic idea is to develop an agro advisory lab in which Level 1 advisory is provided to the farmers when they make a call to the advisory lab raising certain queries. Level 2 advisory is given by experts. The differences between Kisan call centre and the mobile based agro-advisory system are that any random person can call Kisan call centre but only registered farmers can call the mobile based agro-advisory system. The lab maintained a database record of all the registered farmers and personalized details of the farmers are flashed on the screen when they call. 'Interactive Information Dissemination System (IIDS)' is an integrated model largely integration of Toll free IVRS, Smart Phone Application and Interactive Portal. IIDS is a pull and push based system where agriculture related information can be pulled by the farmers using the mobile phones. Currently IIDS version works on Desktop/Laptop for various types of users. The current deployment model is a regionally centralized approach, the experts / scientists sits in remote locations (in their KVKs/ Research Stations/ Colleges). The calls from the farmers are received at the centralized server (DIC Mumbai) and the calls are routed to the relevant expert on their Mobile Phone / Desktop and the data of the farmer would be popped-up in the laptop / desktop (if the expert is logged-in). In turn, the expert is able to understand the farmer / field problem in a better way (KYF -- Know Your Farmer) and facilitate in providing appropriate solution to the farmer in a personalized manner. The agri expert can access the knowledge database of information available / linked with the system only in case, if they are in front of the system. **Customization of IIDS Application to Suit the Requirement in Different Livestock & Fishery Domain:** The IIDS needs to be enhancement to cater the needs of farmers e.g. the history of each farm, animal or fish ponds are essential to provide the better treatment of the farm / animal / fishes which are suffering from any diseases. The history contains the basic information about the farm, animal and fish ponds. Record keeping of major livestock farms and fish pond are essential for better farm management. A protocol needs to be developed to register the animal (Pig, Dog and Cattle) and fish ponds etc to maintain a record book for each farm / animal / fish pond. A limited field testing would be done to test the efficacy and challenges.  **1917iTEAMS** Based on the success of the project in Meghalaya, the entire m4agriNEI program with complete IT platform, farmers' database and project manpower was taken over by Government of Meghalaya (GoM). The GoM has set up a unique farmer centric innovative project titled **1917-iTEAMS with the Meghalaya Institute of Entrepreneurship (MIE)** as its **Project Management Unit (PMU), in collaboration with DIC** for the benefit of farmers of Meghalaya and which is the first of its kind disruptive, cloud based, IT driven farmer centric dedicated supply chain logistics, marketing, evacuation and advisory service platform.  The Department of Agriculture, Government of Meghalaya, with the motto of "**Connecting farmers to markets**,' launched the project **1917iTEAMS** (**Integrated Technology Enabled Agri Management System**) on **29^th^ December 2017**, 100 years after Gandhiji's Champaran Satyagraha of 1917. Vision: To design and implement a platform that provides access to markets, consistent & complete response, resolution, knowledge & skills in a transparent convergent manner leading to improved efficiency & effectiveness of farmers in the areas of Agri and Allied sectors and bring a change in attitude & behaviour amongst all stakeholders. Objective: i. First of its kind disruptive farmer centric, market oriented, cloud-based platform linking buyers and sellers, liberating them from the clutches of middlemen and exploitative traders by directly connecting them with potential buyers across the globe ii. Offers advisory services, market intelligence, domain expertise and life skilling services in Agriculture, Horticulture, Animal Husbandry, Apiculture, Fishery, Sericulture and Weaving domains iii. Offers affordable evacuation and logistics services to farmers to transport their produce to markets of their choice iv. Accessible through a Single **TOLL-FREE Number -- 1917**. The project which is based on Information Communication Technology (ICT) aims to cater to the needs of the farmers with just a phone call away as mobile telephony is the technology of choice for people from all walks of life today. 1917iTEAMS, a first of its kind project in the hilly terrain, is designed to connect farmers to the Agri- Response Centre (ARC) through a toll-free number 1917 for services related to agro-advisory services, market intelligence and transporting of agricultural produce by Agri-Response Vehicles (ARVs). The project is equipped with Incoming Communication Officers (ICOs) who are Agricultural & Veterinary Masters graduates as Level 1 Experts themselves and Dispatch Officers (DOs) in charge of ARVs. Farmers are connected to the ICOs through the Toll-Free number 1917, where the latter assists them in any queries related to disease and pest management, package of practices on apiculture, fisheries, Sericulture, scheme related information, health management of livestock, providing buyer information and any other allied sectors information. There are also Level 2 escalations to Subject Matter Experts (SMS) who are employees of the Agriculture and Allied State and Central Government departments. 1917iTEAMS has applied ICT to the advantage of Meghalaya's small, marginal and resource-poor farmers by disseminating timely agricultural information pertaining to soil enrichment, seed selection, disease and pest management, organic cultivation, prevailing markets, demand-supply status in respect of different products and their current market prices. The information helps farmers in taking timely decisions on crop product diversification strategies and positioning of the same in right market to get optimum revenue. With more milestones to accomplish, 1917iTEAMS aims to empower the farmers of the state of Meghalaya to reach their highest potential. Activities: - 1917iTEAMS provides cargo vehicles called Agri Response Vehicles (ARVs) for hire by farmers, buyers and processors at reasonable rates to transport any agricultural product, Livestock, Fish, Seeds, Manures, Feed etc from anywhere in the state to destinations of your choice. - 1917iTEAMS only provides information to registered farmers about registered buyers and what they are looking for. - 1917iTEAMS only provides information to registered buyers about registered farmers and what produce they are offering to sell. - 1917iTEAMS provides advisories to all registered farmers of the state (in Khasi or Garo) about the best practices for production management of crops, livestock fish, bees etc. **Terms and conditions:** - 1917iTEAMS has two categories of ARVs. Its own full time leased ARVs and open market sourced ARVs - For hiring of 1917iTEAMS leased ARVs, the charges are ₹0.02/kg/kilometre which is fixed and non-negotiable - For hiring of open market sourced ARVs the charges are at prevailing market rates. 1917iTEAMS does not fix this rate and it is open to negotiation between the person who hires and the vehicle driver. - Hiring charges are to be paid by the person who hires the vehicle directly to the vehicle driver. - 1917iTEAMS does not charge any fees for its services from farmers. - Packaging, Loading, Unloading, Pickup, drop times, dates etc is the responsibility of the party who hires the vehicle. - Only 1 person from the party is allowed to travel in the Agri Response Vehicle - ARVs are to be used only for the carriage of agricultural and essential commodities. What iTEAMS does not do: - 1917iTEAMS does not trade, buy or sell any product. - 1917iTEAMS cannot fix price of commodities - 1917iTEAMS does not create markets. It only links farmers and traders to existing markets - 1917iTEAMS does not advise farmers on when to harvest. - 1917iTEAMS does not give any guarantees about quality and quantity of products - 1917iTEAMS does not take responsibility for any loss, theft or damage to goods during transportation. - 1917iTEAMS does not guarantee that produce will be lifted, transported and sold. That is the responsibility of the buyer. - 1917iTEAMS does not provide pesticides or fungicides, veterinary medicines, seeds, fertilizers or manure but gives information on Shop locations and addresses from where people can get the same. - 1917iTEAMS does not provide loans or schemes but can provide information about schemes. **e-Arik** Based on the farmers need assessment and ICT preference findings, the e-Arik-Village Knowledge Centre was established with computer, internet facility, printer, scanner, phone, TV, at **Yagrung village of Arunachal Pradesh.** Project facilitators (Agricultural professionals, computer instructor and farmer facilitators) were appointed at the centre to assist the farmers to get access to the farm information the ICTs. All time farmers query resolution and expert consultation mechanism established through computer-based internet and e-mail, web camera, information website, offline CDs, Digital library, TV, radio and face to face personal communication methods. The e-Arik project employed variety of ICT tools such as; web portal, digital video, internet applications (e-mail, video conference etc.), multimedia CDs, mobile phones, digital cameras, TV and radio. The e-Arik research project staff regularly undertook field visits to facilitate sustainable agricultural practices, observe crop condition, diagnosis the pest, diseases, and nutrient deficiency, physiological problems, and then field crop condition digitally documented. To solve complex crop pest, diseases, nutrient deficiency and physiological problems digitally documented and communicated to the experts at the e-Arik research laboratory at the Central Agricultural University. Problems were analysed by the experts and recommendations were passed on to the e-Arik village knowledge centre e-mail and then to the concerned farmers phone/personal face to face communication by the farmer facilitators. Further, farm scientists undertook need based field visits and provided expert advice to the farmers. Project portal provides information on crop cultivation aspects, agriculture and rural developmental departments (Information on objectives, mandate, thrust areas, administrative & technical personnel details, their area of expertise and contact details of the departments of Agriculture, Horticulture, Fisheries, Animal Husbandry & Veterinary, Dairy, District Rural Developmental Agency) and their schemes, day to day market information and weather condition. Innovative approaches such as; farmer to farmer communication, local leadership and self-help group approaches were employed for the agricultural information dissemination.