ATMA & ICT – A Panacea for
Agricultural Extension?
...a Presentation-cum-Demo with Focus on SMS Portal and Farmers’ Portal
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THE PROBLEM STATEMENT…
Agriculture beset with challenges: Climate change, resource
depletion, less efficient supply chain, volatile markets
Agriculture has to be knowledge intensive to transcend
impediments of dynamic scenario
Physical outreach has remained limited
Inter-departmental and inter-scheme barriers; R-E Linkages
Substantial inter-regional disparity in yield and lab to land gaps
Limited adoption of PPP Mode (>=10% provision ) and now 150%
deduction
Stunted integration of NARS with State Agriculture machinery
Approach to Strengthening Extension…
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Restructuring
&
strengthening
of agricultural
extension &
technology
should
be
judicious mix
of
• Extensive physical outreach and
interactive methods
• Enhancement in quality through domain
experts
• Regular capacity building
• Institution Building
• Effective Regulatory Mechanism
• Innovative & Extensive use of Technology
• From FIGs to FPOs
• Public Private Partnership
• Pervasive use of ICT /Mass Media
EXTENSION
Seeds
IT
NMAET
M&T
Plant
Protection
CONVERGENCE AMONG
DEPARTMENTS & SCHEMES
 Roll of PRIs in Selection of Beneficiaries
 Joint Circular by DAC and ICAR
 SMS Gateway of DeitY & NIC and NeGP
 Department of Space - NCFC
 Field level manpower of NFSM, NHM & NPMSF and BTM/SMSs
under ATMA will cover designated Panchayats while providing
domain knowledge for respective schemes
 Convergence of District Level Committees at ATMA GB and
State Level IDWG – Extension Components in SEWP
 Field Level Extension Workers can also double up as Pest
Surveillance Scouts
 Provisions of RKVY to supplement NMAET components
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CONVERGENCE AMONG SUB-MISSIONS
FARMER CENTRIC TRAININGS AND FIELD EXTENSION
SMSP
Seed Village
Programme
SMAE
Farm Schools,
Demo Plots,
Trainings, Exposure
Visits
SMAM
Capacity Building
by Institutions
Identified by the
State Government
SMPP
Pest Monitoring,
FFFs, IPM Training to
Farmers
ATMA and BTTs (cost norms in same range)
Five Tiered Non P2P Mode (TV, Newspapers, Booklets, KCC, Internet, SMS)
Other technical, regulatory, technical and administrative components will be
governed under respective Sub-Missions
Even today, more
than 30% focus on
areas other than
traditional
agriculture &
horticulture.
Demonstrations,
Farm School and
Trainings are also on
Animal Husbandry,
Dairying, Fisheries,
IPM, Seed Treatment,
INM etc.
Integration of
isolated efforts in
different Sub-Missions
under ATMA (e.g.
half day Seed
Village training a
part of Farm School,
Field Workers to act
as Pest Scouts also)
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CENTRALITY of SREP
SREP
vetted by
ATMA
GBs and
used in
DAAP
Provides
a
platform
for
converg
ence.
Vision
docume
nt for 5
years - a
basis for
AAPs.
Local
farmers,
PRIs, line
Depts.,
KVKs etc.
Identifies
gaps at
AES level.
Cafeteria of Activities
• Farmer to
Farmer
Extension
• SMS, USSD,
• IVRS,
• Kiosk,
• KCC & CSC
• SAMETIs,
• ATMA,
• NARS-Agri
Farm
School,
Farmer
Friends
Infra, RELinkages
ICT and
Mass
Media
Training,
Exposure
and
Demos
• Fairs,
• Exposure Visits,
• Interactive
Trainings
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State Level Sanctioning Committee (SLSC)/ IDWG
F
U
N
D
F
L
O
W
SAMETI & SAU/ICAR
Institutes
District Training
Centre, KVK & ZRS
State
Nodal Cell
State Farmers Advisory
Committee
ATMA
District Farmers’ Advisory
Committee
(GB & MC)
Block Technology Team
Block
ATMA cell
Agri-Entrepreneurs
Farmer
Friend
Block Farmers Advisory
Committee
CIGs, FIGs, FARMERS
Farm Schools
W
O
R
K
P
L
A
N
Physical Outreach of Extension Personnel
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Optimal Use of Manpower?
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 Village level pre-announced roster of Extension Personnel (GPS Tracking)
 Display Board with contact details of Extension Personnel
 Orientations training of at least for 15 days by ICAR/ KVKs
 Attrition due to low level salary/contractual job
 ATMA should be an over-arching umbrella
 Convergence among programmes & schemes as per CCEA and Guidelines (viz.
RKVY, NFSM, NPSMF) and also with PP, M&T and Seeds
 Single Committee headed by the Collector; Project Director ATMA (V.C. of
M.C. and Member Secretary of G.B.)
Direct Farmer Oriented
Activities
13
Total Farmers Benefitted since 2005-06 = 202.98 lacs
Demonst
rations
Female
25.3%
Training
Kisan
Mela
Exposure
Visit
Male
74.7%
Farmer to Farmer Extension
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No. of Farm Schools
16000
16468
14000
12000
10000
8000
6718
6000
7149
5691
4000
2780
2000
0
2007-08
2008-09
2009-10
2010-11
2011-12
THE NUMBERS JUMBLE….
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PHYSICAL TARGETS FOR XII PLAN
Sl.
No
Scheme/
component
Units
Achievem
ent in XI
plan
Base
2012-13 2013-14 2014-15 2015-16 2016-17
Total
1 ATMA SCHEME
ATMA Cafeteria (Existing)
Farmers training
Farmers exposure
visits
Extension
Personnel training
Demonstrations
Farm Schools
Mandays
73.36
16 lakh 17.2 lakh 18.5 lakh 19.9 lakh 21.4 lakh 23.0 lakh 100 lakh
lakh
Mandays
32.54
7.5 lakh 8.1 lakh 8.7 lakh 9.35 lakh 10.05 10.8 lakh 47 lakh
lakh
lakh
Mandays
2.49 lakh 60050
64600
69400
74600
80200
86200
3.75
lakh
Number of
10.58
2.84 3.05 lakh 3.28 lakh 3.53 lakh 3.79 lakh 4.10 lakh 17.75
Demonstra
lakh
lakh
lakh
tions
Number of
39070
13500
15000
16000
17000
18000
19000
85000
Farm
Schools
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FPOs – A Way Forward
 Aggregating smallholders into FPOs to improve bargaining power,
move up value chains & improve access to inputs, technology,
markets.
Institution building strategy
 Aggregation only
wayonly
to enable
SMF toas
exploit
can
succeed
an emerging
opportunities domestic
and
global
integral
part
of a larger
smallholder agriculture
 Climate change coping mechanisms and risk mitigation requires
support policy, not as an
aggregated platforms
for efficient
delivery .
isolated
intervention
 Aggregation will facilitate effective targeting of subsidies to farmers
 Budget Announcement
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Model FPO Network Structure
State level
Federation of
KPCs
(Policy advocacy,
explore wider markets,
strategic partnerships)
Cluster level
(10-12 villages)
(Credit, inputs,
technology, capacity
building, marketing
linkages)
Village level
(Crop planning, seed
production,
demonstration,
knowledge sharing,
aggregation)
KPC
Kisan
Producer
Co/Coop
(1000 farmers/
50 FIGs in each)
FIG
(15-20 farmers
in each group)
FIG
FIG
Typical Range of services by FPOs
Input supply
Financial & technical
(Seed, fertilizer,
machinery)
(Credit, savings,
insurance, extension)
FPO
Marketing linkages
Training and Networking
(contract farming,
procurement under MSP)
(HRD, policy advocacy,
documentation)
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Front line Demonstrations
 How to capture the number of Farmers replicating what they have
learnt under FLDs? (http://extensionreforms.dacnet.nic.in)
 How to ensure that no farmer gets double benefits from different
schemes?
 Large number of farmers’ fields at vantage points for FLDs.
 Demonstration plots may be allotted on the basis of lottery system.
 Selection of beneficiaries to be linked to Land Records
 Linking with Aadhaar records
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DRILLING
DOWN TO
DEMO PLOTS
Mobile Based Extension
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Launched by Hon’ble President of India on 16 July 2013 – 20 crore SMS
Mobile phones density in rural areas - 400 million phones; India # 3 in terms
of Internet Users but percentage penetration is still 12
Entire Ministry of Agriculture, IMD, SAUs, KVKs etc. and State Governments
down to Block level
Different databases from above offices, Kisaan Call Centres and Web
Registration have been integrated 50 lac farmers (37 lacs distinct).
Different modes for sending SMS – Comma separated, Database and
Excel Sheet
Unique Features
Easy Phonetic Typing Tools for12 Indian languages.
Option for English and regional language in Roman
Every farmer can opt for up to 8 crops / agricultural
practices
Coverage of farmers decided by jurisdiction but higher
level can drill down.
To avoid duplication & contradiction, IT enabled checks
and search facility for previous advisories by text & topic
SMS based services such as Soil Test, Market Information,
can be integrated
Text to Speech conversion, USSD & IVRS under
development
How do KVKs Stack Up
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ZPD Name
KVKs
Registered Verified Approved Advisory
Msgs
Zone 1(Punjab, Haryana,
Delhi, Himachal Pradesh, J&K)
Zone 2(West Bengal, A&N,
Bihar, Jharkhand)
Zone 3(Assam, Arunachal
Pradesh, Manipur,
Meghalaya, Mizoram,
Nagaland, Sikkim, Tripura)
Zone 4(Uttar Pradesh,
Uttarakhand)
Zone 5(Andhra Pradesh,
Maharashtra)
Zone 6(Rajasthan, Gujarat)
Zone 7(Madhya Pradesh,
Chattisgarh, Orissa)
Zone 8(Karnataka, Goa,
Tamilnadu, Puducheery,
Kerala, Lakhsadweep)
65
35
25
22
109
104719
80
7
7
7
18
115
73
62
51
50
293
30463
77
4
3
3
16
7054
78
46
40
39
394
1498212
70
14
7
6
28
5062
99
23
17
14
5
5
81
42
39
36
758
961464
Selection of Beneficiaries for
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Extension
 All Panchayats in a Block to be covered on a rotation basis
 Panchayats to be covered to be decided by BTT and BFAC.
 Number of beneficiaries (including SC, CT etc.) to be decided by BTT in
consultation with BFAC
 50% S&MF, 30% women
 Individual beneficiaries by Gram Sabhas OR Gram Panchayats in consultation
with FIGs and FOs
 If Gram Sabhas don’t respond in time, BFAC in consultation with BTT, FIGs and
FOs
 Linkage with Land Records and Adhaar to avoid duplication
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FACs at Block, District, State and
National Level
 BFAC consists of 20-25 members covering different categories of
farmers in a Block
 Due representation to women farmers and weaker sections of the
Society
 Feedback and Meeting Expenses
 4417 Block level, 333 district level and 10 state level (11 under process)
FACs constituted at various levels
SFAC
DFAC
PUBLIC PRIVATE PARTNERSHIP
 Selection of right private partner – Bidding process?
 Inflated Project Costs to cover private share?
 Contribution of at least 50% either in terms of funds or in kind
 Weighted tax deduction to the extent of 150% for extension work
announced in the budget
 Successful examples
 Safeguard against pushing private partners’ business agenda
 Responsibility sharing by both Public and Private partner
Pico Projectors & Low Cost Films
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No PC needed, battery operated also
Experience of Digital Green and DAC – the middle path
Video films focusing on specific themes and preferably
directed by farmers themselves, HD but not broadcast quality
The agriculture films and success stories to be shown to small
group of farmers by the Block level functionary.
Involvement of KVK and the State officials for vetting these
films
Hand-held Devices
Edge/3G + GPS
Open Source,
Mobile Kiosk
(being tried in
TN)
Use of Handheld Devices
for on the spot
data entry to
generate farmwise details
Biometric
authentication
of data and
updation using
voice
recognition
Farm Level
Planning to
minimize the
gap between
yield and
potential.
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Electronic Mass Media
DD-National:
Krishi Darshan
from 06:30 a.m.
to 07:00 a.m.
Monday to
Saturday
18 Regional
Kendras:
Krishi Darshan
30 minutes in
the evening
180 HPTs and
LPTs:
Narrowcasting
by about 5
transmitters for
local needs
96 Rural FM
Stations:
Kisanwani 30
minutes
Community
Radio Station:
11(53 under
process)
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Farmers’ Portal
 An integrated portal (presently Beta version in Hindi & English)
from the stand point of a farmer converging elements from 800
plus websites of the Central & State Governments and NARS
 Drill down approach down to Block level initially
 States are to make one time data entry of NARP Zones, Dealers,
Manufacturers etc. and periodically update the same.
 Databases integrated from different sources and displayed as per
farmer’s needs instead of only giving links
 Backend integration with mobile based advisories (Text, Voice,
IVRS, USSD)
 Portal can be launched only after data entry is completed by
States in English and Language of the State
National e-Governance Plan-Agriculture
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PHASE-I
• First Phase being implemented in 7
States
• Concurrent Evaluation will be done
• Roll-out in the remaining States and
UTs being planned by aggregation
of Data Centre Resources
PHASE-II
• Constraint of Resources has
compelled us to alter the cost
sharing pattern
• Norms for field hardware
availability have also been reduced