Building the database, monitoring,
and information-sharing system for
the Action Platform
March 2013
Table of contents
I. Results Monitoring System
A. Key indicators for value chain and input companies with
ICT
B. Key indicators for input companies without ICT
C. Key indicators for financial institutions
II. ICT Providers for Results Monitoring
A. FrontalRain
B. CropIn
C. Nokia Life
III. Using ICT to Monitor Results—Godrej Agrovet
2
Executive summary
We have worked to create a results monitoring system for company
initiatives, collaborations and PPPs for the Action Platform to Create
Shared Value in Agribusiness.
First section
The first section of this report outlines potential indicators on farmer
characteristics, company inputs and farmer outcomes for three sets of
companies:
 Value chain and input companies which are using ICT systems to
monitor participating farmers, company inputs, and farmer outcomes.
 Companies which are not using ICT systems to track farmers served,
inputs provided and results achieved.
 Financial institutions which are doing appraisal based lending of
farmers, with the ability to capture key indicators on farmer clients,
financial services provided and changes in farmer incomes.
3
Executive summary
Second section
The second section of this report provides a description of three service
providers which offer ICT solutions, with mobile devices for use by field
staff and farmers to track farmer tag variables, inputs and outcome:
 FrontalRain
 CropIn
 Nokia Life.
The features of the ICT offerings of each of these firms have been analyzed
by an IIMA team, and the firms have reviewed the features described in
this report.
We hope that companies will be able to use these ICT offerings for
commercial purposes, to track efficiency and effectiveness of operations
with large numbers of farmers. The same system can be used to monitor
actions taken to meet the shared objectives of the Action Platform to
create shared value with 20 million farmers by 2020.
We look forward to the review of the results monitoring system with
participating companies to enable implementation in FY2013-14.
4
I. Results Monitoring System
5
The monitoring system has been designed for input
companies, value chain companies and financial institutions
with farmer tag indicators, input and outcome indicators,
collection methods for each
indicator
Input Companies
With ICT
Without ICT
Value Chain
Companies
Financial
Institutions
Data collected
Tag
by extension
indicators—
officers,
Baseline
including use of
data
geo-tagging
Data based on
best estimates by
company
management
Data collected by
extension officers,
either manually or
with ICT
Data from
appraisals by loan
officers entered
into MIS
Data collected
Input
by extension
indicators—
officers using
Company
ICT
activities
Data based on
best estimates by
company
management
Data collected by
extension officers,
either manually or
with ICT
Data from
appraisals,
efficiency and
repayment data
from MIS
Outcome
indicators—
Impact of
company
engagement
Data based on
best estimates by
company
management
Data collected by
extension officers,
either manually or
with ICT
Data from MIS,
including from
appraisal by loan
officers of repeat
loans.
6
Data collected
by extension
officers using
ICT
Key indicators for value chain and input companies with ICT:
a. Tag indicators on farmers
b. Input indicators
c. Outcome indicators
7
Tag indicators on farmers for value chain and
input companies with ICT
Dimension
Information
on farmers
prior to
company
engagement
Key Indicators
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Farm location by state, district and mandal/taluka
Operational holding size
Whether focused on commercial vs. subsistence
Water and irrigation
Whether farmer used a tractor
Land under production of targeted commodity
Yield per hectare of targeted commodity
Price per kilo realized for targeted commodity
Total net income of farmer
Total net income of farmer, attributed to each targeted commodity
Value Chain Companies Only
1. Percentage of output consumed by household or sold in village
2. Percentage of output sold by farmer in local market
3. Percentage of output sold through commercial value chains
8
Input indicators for value chain and input
companies with ICT
Dimension
Input
indicators –
for each
commodity
Key indicators
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Amount of improved seeds purchased, by type
Amount of fertilizer purchased, by type
Amount of plant protection purchased, by type
Amount paid by farmer for all inputs
Company costs per farmer in providing inputs
Supply of drip or spray irrigation provided, in ha
Tractor or farm equipment sold, in rupees
Whether farmer provided with demo plots
Whether farmer provided with group training
Whether farmer provided with on-farm extension services
Whether farmer provided with ICT-based information and advice
Company costs per farmer in providing advice
Whether farmer provided with support in accessing credit
Whether farmer provided with support in accessing crop or weather insurance
Amount of credit extended
9
Input indicators for value chain companies only
Dimension
Input
indicators –
for each
commodity
Key indicators
1.
2.
3.
4.
5.
6.
Whether company procured directly from farmers in value chain
Whether company established contracts with farmers with minimum prices
Whether company procured through an agro-entrepreneur
Whether company procured through a producer organization
Whether company procured through a traditional trader
Whether company helped organize producer organizations and/or agro
entrepreneurs for procurement, QC, other services
7. Whether company procured over 75% of output from farmer
8. Whether farmer received bank loans under value chain financing
collaborations
9. Company costs per farmer in providing procurement services
10
Outcome indicators for input companies with ICT
and value chain companies
Dimension
Outcome
indicators –
with
company
engagement,
by targeted
commodity
Key indicators
Farmer Level
1. Land under production
2. Yield per hectare
3. Price per kilo realized
4. Price increase per kilo
5. Total revenue of farmer in value chain from output sold to agribusiness
6. Net income of the farmer attributed to target commodity (revenues minus
expenditures)
Aggregate Data
1. Average yield per hectare
2. Average price per kilo realized
3. Average net income earned
11
Key indicators for input companies without ICT:
a. Estimates on farmer segments
b. Estimates on services provided
c. Estimates on results achieved at farmer level
12
Tag indicators on farmers for input companies
without ICT—based upon management estimates
using data from agro-dealers and field officers
Dimension
Tag
indicators information
on farmers
prior to
company
engagement
Key indicator: estimates of farmers and segments served
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Number of farmers served, by state, district and mandal/taluka
Number of farmers served, by operational holding size
Number of farmers served, by farming model
Number of farmers served, by water and irrigation
Number of farmers served using a tractor
Average land under production of targeted commodity
Average yield per hectare of the targeted commodity
Average price per kilo realized for targeted commodity
Average net income of farmer
Average net income of farmer attributed to each targeted commodity
13
Input indicators for input companies without ICT,
using aggregated estimates by management using
data from agro-dealers and field officers
Dimension
Input
indicators –
for each
commodity
Key indicators: estimates of services provided to farmers
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Number of farmers served with improved seeds, by type (kg)
Number of farmers served with fertilizer, by type (kg)
Number of farmers using plant protection, by type (kg/l)
Average amount paid by farmer for inputs
Average company costs per farmer in providing inputs
Number of hectares supplied with drip or spray irrigation
Number of farmers sold a tractor or farm equipment
Number of farmers provided with demo plots
Number of farmers provided with group training
Number of farmers provided with on-farm extension services
Number of farmers provided with ICT-based information and advice
Average company costs per farmer in providing advice
Number of farmers provided with support in accessing credit
Number of farmers provided with support in accessing crop or weather
insurance
15. Number of farmers to whom credit was extended
14
Outcome indicators for input companies without ICT—
estimating pre and post engagement outcomes for farmers
using management estimates based on information from
agro-dealers and field officers
Dimension
Outcome
indicators –
with
company
engagement,
by targeted
commodity
Key indicators: estimates of results achieved
1.
2.
3.
4.
5.
6.
Average land under production
Average yield per hectare
Average price per kilo realized
Average price increase per kilo
Average revenue of farmer in value chain from output sold to agribusiness
Average net income earned (revenues minus expenditures)
15
Key indicators for financial institutions:
a. Tag indicators on farmers
b. Input indicators
c. Outcome indicators
16
Tag indicators on farmers for financial institutions—
Using information from loan appraisals entered into
MIS
Dimensions
Tag indicators
-information
on farmers
prior to loan
Key indicators
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Location of the farmer by state, district and mandal/taluka
Operational land holding
Whether focused on commercial vs. subsistence
Gross total income of the household
Net income of the household
Net income of the household from agriculture and livestock
Main commercial crops grown
Percentage of farm output sold for cash
Whether farmer has received loans from this FI in the past
Whether farmer has received loans from other FI’s
Whether farmer has a history of default
Whether farmer has a clear land title
17
Input indicators for financial institutions—
Services to farmer by FI, using and refining MIS
Dimension
Input
indicators –
for each
commodity
Key indicators
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
Amount of working capital loan by FI
Amount of fixed investment loan by FI
Amount of warehouse receipt loan by FI
Whether crop or weather insurance provided
Time taken between application and disbursement
Whether loan originated, was appraised and was disbursed from bank branch
and by bank staff
Whether loan made as part of a value chain financing collaboration with an
agribusiness
Whether agro-dealer or other agent was used for origination and/or other
functions
Whether client has a savings account with FI
Whether client has payment services from FI
Whether client has other services from FI
Cost per unit per rupee lent
Annual cost to provide annual services to client
Average interest rate in loans to client
Net revenues to FI from financial services to client
18
Outcome indicators by financial institutions—
Impact on net income, end use, repayment and
repeat loans
Dimension
Outcome
indicators –
with loan, by
targeted
commodity
Key indicators
1.
2.
3.
4.
Whether the client repays loan on time
Net income post-loan, calculated when repeat loan provided
Whether over 50% of the loan was allocated to procure improved inputs
Whether a portion of the loan was allocated to procure irrigation or farm
equipment
5. Whether FI intends to make a repeat loan to the client
19
II. ICT Providers for Results Monitoring
20
FrontalRain
21
Frontal Rain process map for collecting and
providing data for key players in the value chain
22
Objectives and advantages of FrontalRain
Parameters
FrontalRain
•
Objectives and
Business Focus
•
•
Advantages
Deliver specialized software (Rain+) to agribusiness sector
that can improve efficiency at every stage of the supply
chain
Focus on increasing revenue, farm productivity and supply
chain management and expansion capacity through Rain+
Provides end-to-end solutions and supply chain
management through five Rain+ products targeting the
following categories:
• Grower management
• Process manufacturing for food processing plants
• Logistics solutions for warehouses and cold chains
• Collaboration platform for distributors and traders
• Customer satisfaction solutions
23
Target clients, technology and key features of
FrontalRain
Parameters
Target Clients
FrontalRain
•
•
•
•
Growers
Processors
Logistics and agri-service providers
Traders
•
•
FrontalRain is based on the SaaS software distribution model
Functions such as sales, purchase, procurement, quality,
R&D, finance and investment are tracked by SaaS
Farmers are tagged through a coding convention and data is
fed into different logs for each farming activity
Technology
•
Scalability
Distinct features
•
Easily customized for organizations experiencing rapid
growth
•
•
Can be accessed by any ERP operator
Farmers can log and input data themselves but data normally
entered and maintained by staff of larger entities or by third
party associates
24
Development costs and fee structures of
Frontal Rain
Parameters
FrontalRain
Costs
Cloud (Data
Storage)
Nothing extra for data storage
Data Storage (If
Hosted on Amazon cloud and the charges are in
own server is used) the Amazon website
Development Cost
There is no customer specific development cost,
standard product
Training
No additional cost
Revenue
Fees
INR 5000/user/month
Other Charges
Not applicable
25
Key agribusiness clients, geographical and sector
focus, services, and technology of Frontal Rain
Parameters
FrontalRain Clients
Diversity
National players
Spread
South, West and North India
Sector
Seafood, poultry, spices, rice, processing industries, SHGs of
cultivators, aqua industry, organic products, cotton, edible oil
Services
Supply chain management system, food and agribusiness
management, farm management, contract management, consulting,
compliance and quality standards
Data Equipment
Mobile technology, email, chats, printing device, photos and videos
26
FrontalRain farm monitoring--some key features
Parameters
Rain+ Grow
Types of Growing
Field Crops, Fruits and Vegetables, Green Houses, Aqua Ponds,
Poultry, Dairy, Plantations, Contract Farming
Events
Issue of Funds, Input Materials like Agrochemical and Fuels,
Harvests, Inspections, Labour and Equipment Usage and
Monitoring of Growth Stages of Crops.
Additional
Pest Management, Diseases, Diagnosis, Recommendations
Real time Data
Real time data captured about Users, Date and Time Stamp,
Weather, Accurate location data from GPS, Sensor data etc to prove
authenticity
Compliance,
Sustainability,
Shared Value
BRC, GlobalGap, HACCP, Organic Certifications like Bio Suisse,
Demeter, NOP etc. Monitoring of Soil, Water Quality, Nutrients and
Bio Diversity. Shared value parameters like wages and benefits to
staff, Labour Contracts and farmer training programmes
Results
Utilization for farmer assets like land, livestock etc, Yield
measurement and crop level profitability and Post harvest
management
Traceability
Batch level traceability to track and trace the origin and destination.
27
CropIn
28
Process map for CropIn system to collect data and
provide information to agribusinesses and farmers
Farmer/Farm
Registration
Area Audit
Crop Monitoring
Export: Trace
Consignment
Pest Consulting
Weighbridge
receiving
E-Shipment with
harvest details
Procurement &
Farmer Rating
29
Objectives and advantages of CropIn
Parameters
Cropln
•
Objectives and Business
Focus
•
•
•
Advantages
•
•
Equip India’s agribusiness sector with ICT
through collaboration with all value chain
partners
Focus on leveraging ICT to increase farm
productivity, reduce losses and manage supply
chains
Provides the agribusiness sector a network of
ERP (Enterprise Resource Planning) and BI
(Business Intelligence) through ICT
Provides effective tracing capabilities at the
farm level through portable devices and built-in
software systems
Offers flexibility to provide customized
solutions depending on user (input suppliers,
value chain companies, banks etc.)
Real time visibility of the entire farming
process
30
Target clients, technology and key features of
CropIn
Parameters
Target Clients
Cropln
•
•
•
•
Growers
Processors
Financial Institutions
Retail
•
CropIn has developed an app which can be downloaded
and used by any device which runs on Android and has
the ability to connect to a network
At the back end, the app is connected to software which
in turn is connected to the cloud
Technology
•
Scalability
•
•
Not as efficient for businesses in rapid growth stages
CropIn indicates that the system is suitable for large
companies and scalable, as indicated by use of CropIn by
ITC, Pepsico, FieldFresh and HDFC.
•
App is installed on a mobile phone and used by field
officers who use it to input data
Currently developed for Androids. Coming soon for
Windows and Java.
Currently available in English, Hindi, Telgu and Tamil.
Other languages provided based upon customer demand
31
Tailored for small, medium and large scale operations.
•
Distinct features
•
•
Development costs and fee structures of CropIn
Parameters
Cropln
Costs
Cloud (Data Storage)
No Storage Cost
Data Storage (If own
server is used)
As per Cloud Service Provider (Amzon or Window Azzure)
Development Cost
No Development Cost - Standard Product Available
Training
Negligible (3 days of management time)
Revenue
Fees (Small
Holdings)
INR 300 – INR 1000 /acre/year
Fees (Large Holdings)
Per User Licence- Ranges from INR 10,000 - 50,000 / year
( for exp. For 100 Licence Package : per Licence cost is
20,000/yr)
32
Key agribusiness clients, geographical and sector focus,
services, and technology of CropIn
Parameters
Cropln Clients
Diversity
MNCs, national and regional players
Spread
North India, South India, West India
Sector
Agribusinesses, processing, retail, financial institutions.
Services
Agribusiness mobility solution integrated with Cloud apps:
complete farm management, real time farm monitoring, contract
and supply chain management, traceability, food safety,
decision support.
Data
Equipment
Mobile app with image capabilities, geo tagging, SMS
capabilities and farmer voice recording-sent to location in real
33
time.
Nokia Life
34
Nokia Life for Farmers
Mobile based information and advice covering the entire crop cycle
Sow
•
•
Information
on seed
types
Varietyspecific best
practices
Harvest, store
and sell
Grow
•
Fertilizer
application
•
Disease
symptoms
and crop
protection
•
•
Choosing
best time for
harvesting
Storage and
transportation
guidelines
Prepare for next
cycle
•
Ground
preparation
•
Crop
selection
based on
climate and
soil type
35
Nokia Life for Farmers
Strong agro capabilities, outreach and collaborations. Information to
farmers focusing on improving productivity and negotiating power
Extensive coverage: 22 states with 7000 markets, 8,000 blocks, 275 crops and
commodities
30+ ecosystem partners contributing to sustainable and credible content
platform
Collaborations with industry on joint projects including NABARD, Syngenta
and TAFE
40+ agriculture experts and dedicated Agri Knowledge Desk to validate and
enhance inputs to farmers
Benefits to the farmers
Allows farmer to plan
Provides daily tips
based on weather
from experts
patterns
Not cheated by
• Schedule key
• Protects crops
middlemen and
activities based
from pests and
traders
on forecast
diseases
Selling harvest at • Take early action
• Enhances yield
the right time at
to reduce
quality and
the best
damages
quantity
marketplace
Improves farmer
negotiating power
•
•
Timely advice geared
To match a crop cycle
•
•
Messages are
sequenced as per
specific crop cycle
for each state / region
Can be planned for
specific sowing
seasons
36
Nokia Life for Agri-Enterprises
End-to-end mobile based solution for extension service management
for agri-businesses (Inputs, Value-chain and Financial Institutions)
to manage programs with farmers
Nokia Life for Agri-enterprises is a single pre-loaded application on Nokia devices to send
real-time information updates to field staff and also receive data on daily extension activities
• Seeds
• Fertilizers
• Farm machinery
• Water management
• Disease management
• Finance and insurance
• Contract farming
• Livestock for secondary
income
•
•
•
•
• Hyper-local
• Personalized
• Multi-modal: SMS, voice, data
Inputs
Information
services for
field teams
Best
practices
Yield
and
income
Nokia Life
for AgriEnterprises •
•
•
Information services for field teams
Customized information for field workers in
different regions and roles
Product training and meeting schedule
updates
FAQs and links to audio/video demos
Info on market prices, weather, news and
advisory from 30+ agri-ecosystem partners
fully customized as per specific needs
•
•
•
•
•
Farmers
Field teams
Data gathering
from field teams
Flexible data and Image upload support
GPS for geo-locating field activities
Centralized activity monitoring
Data gathering from field teams
Optimized for data input by field worker
Flexibility in form design based on market
activity
GPS enabled location capture
Image upload capability
Web-based, centralized administration
interface
37
III. Using ICT to Monitor Results—
Godrej Agrovet
38
Godrej Agrovet has been a leader in using ICT to monitor
productivity enhancing measures and results in its palm oil
business, using handheld devises and storing data on a
common server.
Godrej Agrovet works with about 36,000 small farmers in palm oil, with
over 40,000 hectares, under long term contract with the government.
Godrej Agrovet has been successful in getting high levels of productivity
in Andhra Pradesh which it is trying to replicate in other states.
Godrej Agrovet Farm Management System (FMS)
•
•
•
•
•
•
•
Developed to monitor the company’s palm oil business output.
Focuses on outputs achieved.
Collects tag variables on farmer attributes, hard and soft inputs by Godrej Agrovet, and
yield changes by participating farmers.
Integrated with the SAP of Godrej Agrovet.
Field officers enter data into handheld and farmers and Godrej managers get instant SMS
on the transaction.
Godrej support in providing saplings and technical services is also recorded.
Other factors are not recorded eg machine downtime, farmer credit transactions.
Targets:
At the start of the year, Godrej gives projected target to the farmers for crop yield, based
upon field officer visits to the assigned area in April, in which targets are set after
considering soil and weather conditions for the season.
In September, the targets are revised based upon actual production in the previous six
months.
39
Variables measured by Godrej Agrovet focus on
improving productivity and expanding output
Tag
Variables
•
•
•
•
•
•
Input
Variables
Inputs provided—saplings, fertilizer, pesticide by:
• Quantity
• Grade
• Monetary value
Output
Variables
Farm output:
• Quantity
• Grade
• Quality
• Monetary value
• Productivity
System generated Unique Farmer Code
Farm Location—geo tagging of latitude and longitude
Farm area—total land holding, total land cropped
Irrigation type
Soil type
Weather
Godrej Agrovet is ready to adopt more tag and input variables if have key impact on
improving output and productivity.
40