Coimbatore: Mobile voice messages seem to be transforming the Indian rural landscape. Rural community groups now have a reason to believe that the green SIM Card conceptualised by IKSL is an effective communication tool.
Anbu, a fisherman in Vairavan Kuppam Village in Pulicat Area of Thiruvallur district in Tamil Nadu, for instance recalls the alerts (voice messages) he received about ‘Cyclone Lila’ in May 2011.
“I immediately passed on the news to other fishermen in the village. But for this advice, we would have left for fishing that fateful day. Two days later, a relative of mine called to say that those who ignored the caution and went fishing that day had a tough time returning to the shore.”
Another fisherman, Maniveeran of Nadukuppam village, said he had little idea about fishing zone and used to return with no catch on many days. “I enrolled to become a member of IKSL last February. Now, with the help of the messages on potential fishing zone, I come back with bountiful catches. I am more than able to make both ends meet.”
Yet another farmer, Govindaswamy of Thirukovilur in Villupuram district, explained how his futile attempts at controlling the Brown Plant Hopper (BPH) infestation on paddy crop bore no result, until he contacted the IKSL helpline. “I have since switched over to sugarcane. I no longer wait to listen to the agri-news bulletins aired every evening. IKSL’s messages are more focused and crop specific.”
IFFCO (Indian Farmers’ Fertiliser Co-operative Ltd) Kisan Sanchar Ltd (IKSL), which conceptualised the green SIM Card to empower farmers and the people living in rural India, works with allied groups to develop content and services for providing the information.
IKSL has tied-up with Airtel to provide this service.
Content managers, experts
According to Jinnah, State Manager, IKSL, there are 18 content managers supported by 59 experts, catering to the requirements of farmers. “A peer panel comprising eminent scientists monitor the overall activities,” he said.
IKSL operates across 18 States. These States have been divided into 53 agro-climatic zones. The subscriber receives five free voice messages every day, covering diverse areas from best farm practices to availability of fertiliser and pesticides, market price of agri-commodities, Government schemes and so on.
“The base of active users has since picked up from around 33000 in 2007-08 to around 14 lakhs as at end March 2012. Of these, 1.30 users are from Tamil Nadu,” Jinnah said.
The voice messages are available in 18 languages. The subscriber can choose the language and community (such as sugar, goat rearing, poultry, paddy, banana etc) for getting related information, he said.
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