Indian IT Professionals Presenting a unique, holistic, piloted, validated, sustainable ICT farming solution...


Information Communication Technology for Optimization of Farming Sector


Science and Technology, particularly Information and Communication Technology (ICT), has been playing the key role in Industrial revolution and in providing solution for solving real life complex problems. As an exception, ICT is yet to unleash its full potential in farming sector. The performance of agriculture sector, particularly smaller & marginal farmers still remains choppy and the viability & comfort level of doing farming have not improved significantly. The need of the hour is to transfer the merits ICT to work at village level, in line with the rural characteristics, to benefit the farmers in terms of yield, quality, profit & comfort level to make farming viable and preferable.

Team of self realized, self funded IT professionals, with their 16 years of committed efforts, analyzed, designed, piloted and validated a unique, holistic, sustainable, village-level ICT driven farming solution.


  • To optimize farming sector by utilizing the immense potential of Information Communication Technology (ICT) using IT-Rural Model
  • Enabling the farmers (particularly smaller and marginal farmers) to do farming with ease and better return on investment, which in turn significantly benefit the other genuine stakeholders of agribusiness ecosystem.


  • Reaching the farmers at their door step by setting-up Information and Process Management Centers (Kiosks) in all Panchayats (irrespective of revenue strengths of Panchayats) on a Public-Private-Partnership Mode;
  • Appointing two persons per Kiosk to manage, operate the Kiosk and operational expense is borne by the Private partner;
  • Advantage: Lack of knowledge of the farmers, accessibility and affordability would not be a barrier as the technology is made to reach the farmer by our own personnel in a most reasonable way; an end-to end solution that optimizes farming lifecycle;
  • Results: Minimizing of misuse by middle-men; Improvement of quality; increase of yield; enhancing price realization for farmers; lead towards balanced production for food security and price control; facilitation of farm labor & machinery contracts and strengthening institutional farm credit system. A realistically possible approach to empower small & marginal farmers to overcome their limitations & constraints through collectives deals (input supply management & marketing).

Solution Architecture

Information and Process Management kiosk At Village Level At users’/ consumers’ level in the market

Franchiser-Employee Model

1 System Operator

1 System Assistant




Weighing Machine



Mobile App, Web Portal would act as the interface for the users of Agri produces like merchants, Mandy, brokers, whole-sale markets, etc. etc.

Key Functionalists

Knowledge dissemination, data gathering & updating (mainly live crop variety production data), semi automated e-commerce transactions for input supply, service sector & marketing, etc.,

Key Functionalists

Relevant personnel at Block, District and State level would ensure prompt, hassle free services on input supply, service sector and marketing farm produces.

  • The implementing agency would set up an Information and Process Management kiosk Infrastructure and roll-out their proposed solution (along with the available Government services) across the network, initially for the period of four years.
  • They would recruit, train and deploy appropriate personnel at Panchayat Kiosks (one system operator and one system assistant).
  • The implementing agency would manage the entire recurrent expense of the project through their business plan.
  • An Information and Process Management kiosk would share a suitable government premise that is available in the Panchayat.
  • The Kiosk is provided with ONE computer with Internet connection, One Printer & required furniture.
  • The system operator and system assistant of the Panchayat would handle the key processes such as knowledge dissemination, data gathering & entering (particularly farmer-wise crop-variety area sown details for live crop production data), semi automated e-com transactions for the farmers to arrange inputs and selling their farm produces/ allied products on collective deal basis, farmer-labor & machinery contracts, Government-to-Citizenship (G2C) services, one hour free computer literacy programme for village youth, etc.
  • Accurate market information for the farmers: Since this solution provides for two way information namely from the farmer and to the farmer, farmers would not be misused/misled by lack of proper and authentic information on market conditions; To sell or hold decision would be accurate so that at no point of time, farmers would be at loss;
  • Comprehensive Knowledge Bank: The best available Knowledge of Agriculture experts is computerized in a specific IT format in such a way to enable each farmer to get the exact SITE-specific information (printouts in regional language at no cost) at the Panchayat Centers for any of the requirements of agricultural life-cycle just as he/she could reaches-out the best expert in-person to have the details.
  • Up-to-date four-dimensional database of villages (Family, Personal, Professional and environmental details): The System gathers a comprehensive data in such a way to provide wide range of services to the four categories of villagers, namely people a).Who earns now (farmers, labors, SHGs,…); b) Who can earn (trainable and employable workforce); c). Who need not to earn at the moment (students, housewives) and d). Who can not earn (aged, disabled) As for as farming is concerned, the system collects the baseline data of farmers such as farmer name, land extent, soil, irrigation source, method of irrigation, etc,. For every season, the system generates agricultural Transactional Data (Season-wise, farmer-land-wise, crop-variety-wise area sown), which is the key tool of the system.
  • Semi automated E-commerce (on collective deal basis)
    • Farmer can order required input materials of own brand choice with specific date-of- delivery by paying money at the Kiosk. Since most of the input materials are not touch & feel products and factors like small landholding size hence smaller requirements, logistical constraints such as physical fitness, transportation cost, etc would attract farmers to utilize this service.
    • The business wing of the system would start the marketing process from the date of start of the season with the help of agricultural transaction data. It connects the field-market in a transparent way by enabling the farmers to sell their produces directly to the buyers through the kiosks.
    • The system would provide the logistical support also. Farm produces are highly touch & feel hence local assessment required. Since the system, which provides the backward linkage to the farmers, facilitates this marketing process, the buyers would have better credibility over the quality issues. Very importantly, the farmers and buyers know the actual price of the transaction.
  • Free Service to farmers and revenue model :The system provides all knowledge related services at no cost to farmers. It collects a defined, small percentage as service charge from the farmers/business entity. This is one of the key revenue sources for the model.


The key services farmers can avail at each kiosk are

  • Spotting suitable market in advance with Localized marketing intelligence. Live data of remaining area of the particular crop yet to be harvested would help them to decide whether to sell, hold or store.
  • Selling farm produces through collective-deal -basis in a transparent, unbiased way that increases the net profit over 40% (with the existing scenario and would act as the base for the mission of Government to double the farmers’ income).
  • The farmer can select crop based on evaluating his potential as well as demand vs. already sown area data of the crop variety the farmer considers for the current season. This would minimize excess of production of a crop at the beginning stage itself.
  • Getting SITE-specific, optimal yield focused prescription (printouts in regional language at no cost to farmers).
  • Knowing, comparing and ordering quality inputs such as seeds, fertilizers, etc., with village-level delivery.
  • Reaching financial institutions.
  • Organizing farm-labor/machinery from the nearby area.
  • Acting according to Regional Weather forecast.
  • Diagnosing diseases through Disease- Diagnosis Tool for timely remedy.
  • To understand Government Schemes and avail the benefits.

Similar services are available for other earning sources like animal husbandry, Self-employment, etc. In addition, services like G2C, education, health, etc also available at the kiosks.


The major revenue sources for the system are: Services charges from farmers/ business entities/service sector for their transactions/operations (the major revenue source); Event managements/ business promotions/ awareness programmes for all recognized stakeholders; Sharing data & conducting business surveys for recognized organizations; Charges for Facility related services such as G2C, DTP, ticket reservation, etc. The system becomes sustainable in two years from the time of implementation.


  • The very unique feature of IT-Rural model is that benefits of technology is made to reach the farmer at their door step through our own personnel;
  • This is a pro Public-Private-Partnership Model, infrastructure is owned by Government and run by the Private partner. The Employer- Employee approach eliminates the social barrier for villagers to approach the kiosks to avail services
  • All knowledge related services are at no cost to farmers and it is a subscription free model too. So, all the farmers (particularly smaller & marginal farmers) can get the up-to-date, precision farming oriented knowledge without any financial barriers.
  • The model is designed in such a way to set up kiosks in all Panchayats of the project area, irrespective of revenue potential, hence there is no geographical barrier for the villagers to reach the kiosks.
  • The Model does not buy or sell any products hence becomes a neutral platform (no trust barrier)
  • The model would pave way for setting up weather recording system at villages and thereby providing lead for village-level crop insurance scheme
  • The kiosk would have weighing machine there by facilitating the farmers to get price for the actual quantity
  • Technology driven, agriculture focused, self-sustained model hence easy for scaling up
  • One hour free computer literacy to village children at no cost to them
  • The model earned the distinctive remark from the collective wisdom of the Government (RKVY Scheme) that 'the proposed model is unique, proven, replicable one and would pave way for new extension in the country and unprecedented support from Media


  • Farmers: Farmers are the ultimate beneficiaries
    • Access to better knowledge, quality inputs, man/ machine power, more formal finance, market intelligence, better bargaining power while selling farm produces, price for the actual weight, storages, etc, resulting in increase of over 30% profit.
    • Comfort level of doing farming is improved. Tension of farmers is reduced.
    • Better risk management reduces the frustration level
    • It increases the working opportunities for the farm workers and employable candidates get connected with urban demand.
    • Social welfare schemes and missions to reach and benefit the eligible beneficiaries.
    • One hour free computer literacy programme to the rural youth to step up their competence level
    • All together, the confidence and satisfactory level of villagers is increased significantly hence mindless urban migration is reduced.
  • Government
    • Farmer-wise crop-variety-wise area sown/ harvesting details in a web-enabled format, on a timely manner would significantly assists the Government to analyse the Crop area statistics, production & forecasts and timely act. This would lead for:
      • Proactively managing the demand Vs. supply leads to regulate inflation significantly
      • Organizing MSP related procurements
      • Pre planning the export limits/ import quantity of Agricultural commodities
      • Effective Disaster management (flood, drought)
    • To understand and analyse the trend of the farmers, particularly during pre-season for better estimate, manufacture and distribution of Seed, Fertilizer, etc.
    • Better Return-On-Investment for farmers would significantly reduce the problems of banks in Crop loan recovery. This village-level infrastructure could be used for recording weather data and conducting desired number of crop cutting experiments there by opening the door for village-level insurance with the possibility to include more number of crops under coverage.
    • Optimizing various schemes like Seed village programme, farm-school, organic farming, etc., with the village-level ICT infrastructure (planning, implementing and assessing the outcome) for better results;
    • This village-level infrastructure would be used to execute other rural development activities;
  • Business Entities
    • To understand and analyse the trend of the farmers, particularly during pre-season for
      • o Better estimate, manufacture/ imports and distribution of Seed, Fertilizer, etc.
      • o Effectively promoting products, getting customer queries and sales & services
    • Timely stock management as per the on- season demand;
    • To establish business relationship with villagers, aggregating the orders and do the sales/ procurement with proper logistics;
  • NGOs
    • To communicate with villagers and gather relevant beneficiaries’ details cost effectively;
    • To do the regular follow-up for better result and accountability
  • Consumers
    • Availability of food items at steady price and quantity;
    • It does not eliminate middle-men but tame them to the benefits of farmers and consumers as well;

Proof of Concept

‘Farmers at Madanapalli in Andhra Pradesh’ throwing Tomatoes on road due to Price crash- on reading this news item 16 years ago, team of IT professionals believed that the immense potential of ICT could solve such cruel problems effectively and started the mission IT-Rural. In the 16+ years of determined efforts in the domain of ICT4Agriculture, analyzed, designed and successfully piloted a unique, sustainable model that comprehensively deals the key areas like improving quality; increasing yield; enhancing price realization for farmers; balanced production for food security and price control; facilitating farm labour & machinery contracts and strengthening institutional farm credit system.

The model was successfully piloted in One Mandal of Andhra Pradesh. On seeing the potential, the project was included in the 'Rhastriya Krishi Vikash Yojana' scheme on PPP mode and the sanctioning committee of the scheme, approved and allocated fund to implement the model in ONE District with the remark that it is a unique, proven, scalable one and would pave way for new extension system in the country' (2009). But due to the sudden political crisis happened around that time, the project was not implemented. The team is not disheartened and continuing the efforts with a determined passion for a large-scale implementation.


ICT is a powerful tool that has got the potential to reform rural sector also. But, the only constraint is that, the characteristics of rural sector does not the suit with the urban success formula hence a special approach is required. The proposed unique model IT-Rural is the outcome of 16+ years of sincere efforts in this domain and it would emerge as the realistically possible solution for rural development, particularity for the agricultural sector.