Kisan call centers: The advent of Indian e-farmer

Agriculture, the crown jewel of the Indian economy, has largely remained
untouched from the IT wave, with the exception of some websites for the
privileged ones. Now the Indian agriculture ministry is planning to
revolutionize the way agriculture is done in India. The first step towards this
is the setting up of Kisan call centers–an information pool from which a
farmer can gather information ranging from how to grow crops to how and where to
sell it.

With agriculture based on one-way communication, government is aiming at
starting a communication mode that will enhance the knowledge of the government
and farmers equally. According to the government, this call center can be an
extension to the present agriculture services and start a slew of similar
services.

To access this service, all that the farmer has to do is call a four-digit
toll free number that will land at the nearest call center (in the local
language) and ask the question. Working 24x7, to start with 13 such call centers
will be opened country-wide. These call centers will be in vernacular language
and will employ the locals, with 360 degree agri-knowledge, to answer the
queries. These call centers will be outsourced to local BPOs with a capacity of
50-100 seats, depending upon the site and call volumes. According to the
ministry officials, these call centers will have a specific code of escalating
queries. Official sources quote that there will be a penal of experts that would
involve academia and scientists’ community, which will answer very specific
questions. According to a rough estimation, the monthly expenditure on these
call centers will be in the range of Rs 6 -7 crore to provide a free of cost
service to the farmer. There is no pilot planned for Kisan call center project
and the ministry wants to commence the operations during January 2004.

Experts in the agri-business have lauded this initiative. Agriwatch’s
Sanjay Aggarwal said that a similar project launched by Tata Rallis in Madhya
Pradesh, proved a blessing for the farming community. "This is a very good
step, but time will be a major concern in addressing various issues. A skilled
treatment of every query is required, which will be possible only if
professional services are employed," he said.

The Indian agriculture industry is one of the largest private sector revenue
generators, which accounts for over 35 percent of GDP and employs around 65
percent of the population. With three main crop seasons, namely, Kharif, Rabi
and Summer and 51 crops annually, Indian farming practices are unique in world.
According to the Indian government, this call center will prove catalyst in the
growth of agriculture in India.

Shweta Khanna (CyberMedia News Service)