How Information Services Can Make Farming a Success in 2019
Information about government policies benefiting stakeholders — farmers, agri firms and consumers — should reach all for every player to grow in their field. Information services generate awareness about every aspect of farming and cultivation, and a farmer can use it for his benefit. Even the agrarian business benefits by knowing its customers and the problems. Technology-driven information services like FarmGuide can reach places and stakeholders with authentic news at real time.
The most common worry of a farmer is that his investment is much more than his avenues of earning, with middle-men and lack of proper infrastructure hollowing out his income. From buying seeds, equipment to dealing with crop loss due to insects or drought — the Indian farmer is under constant strain and heavy debts, without any effective or regularised marketing infrastructure in place which would help them make enough profits.
The government of India is trying to bridge this gap, for the benefit of farmers, agro firms and consumers by adopting several farmer-centric policies and encouraging technological solutions to certain issues.
INFORMATION SERVICES TO EMPOWER FARMERS
For farmers, it is the lack of awareness which acts as the most difficult hurdle to success. First of all, at the ground level and rural areas, myths and prejudices abound, including in farming practices, which is a deterrent to adopting more modern methods. It is important that information reaches the correct recipient so that farmers can benefit from the advancements in processes. It is crucial to actively involve farms in the discourse of our country’s agrarian culture, not only to generate awareness but also to identify their unique problems and create adequate tech solutions.
From power generation to storage, from distribution to marketing solutions, there are government policies and tech-driven solutions available for the farmer which if he access can be a huge benefit. However, it is a two-way street and agri-based companies also benefit from greater awareness.
RIGHT INFORMATION FOR THE RIGHT FARMER
Information availability and awareness is a major factor for the growth of the agricultural sector in India. All players — farmers, agri companies, consumers — will benefit from a proper outreach programme. For the growth and development of this industry, it is crucial to bring all stakeholders on board so that the government’s policies can have a far-reaching and wider impact.
To reach the farmer, the following information services in relation to Government policies need to be present:
Information on crop insurance (PMFBY scheme), where to take it from, prevailing premium rates, possible claim rates etc
Information on bank loans and rates being offered by various banks, benefit of KCC,
Information on DBT, types of subsidies like irrigation vs fertilizers, how to avail them etc.
Information needs to be localized and personalized. A farmer in Haryana and Punjab does not need irrigation scheme information, so bombarding him with that irrigation is a way in which one loses the farmer’s trust. It is important to send the right information to the right farmer.
TECH CAN HELP GOVERNMENT POLICIES WITH GREATER IMPACT
With almost 70% of India’s 1.2 billion population dependent on agriculture, it is a huge market for development and commerce. The industry at present faces several big issues — outdated farming methods and machines, lack of awareness, zero infrastructure, demand-supply chain in tatters, farmers cheated of proper crop-sale profits to mention a few. Because of this, even the growth of India’s agri industry is not seeing the boom which it should have.
Governments usually adopt ad-hoc relief measures like loan waivers and water trains, which may provide immediate relief to the farmer only for them to lapse into the same critical situation since the root cause is not being addressed. The green revolution and genetically-modified seeds which was strongly backed by the government had far-reaching effects, changing the entire agricultural narrative of India. With more focus on research and regularising markets, the situation of farmers has slightly improved but a lot more work is required.
Today, the government is looking towards agritech companies to find a solution to some of the challenges that the farming community is facing, coming up with a policy that encourages such research and development. State governments are holding symposiums to discuss, showcase and spread awareness, building an entire industry to meet requirements.
