climate change knowledge network in indian agriculture...

Climate Change Knowledge Network in Indian Agriculture (CCKN-IA)

Climate Change Knowledge Network in Indian Agriculture (CCKN-IA)

SWOT-Analysis of Agriculture Knowledge Information Networks

Part 2 – Odisha State

July 2014

Prepared by:

Anup Kumar Das

State Agricultural Advisor of CCKN-IA-Odisha

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EXECUTIVE SUMMARY

CCKN-IA PROJECT

SWOT-Analysis of CCKN-IA Part 2 –Odisha State

Executive summary

Climate change increases the frequency of extreme events such as droughts and floods, delayed

onset of monsoon, intermittent dry spells and heat waves within the crop growth period. The impact of

these events is felt by farmers differently based upon their socio-economic status. Recurrence of

floods or drought often leads to large-scale disruption of agricultural activities and causes considerable

distress. To mitigate this, farmers find it necessary to adapt and adopt new technologies to maintain

economic, environmental and social sustainability. There exists basically a three pronged approach to

address Climate Change issue – Mitigation, Adaptation/ Coping Mechanism and Strategic Information

Communication and better preparedness. The first strategy is long term and global in nature, requires

concerted effort, time and finance. The second strategy is more of local nature and involves hardware

components to be tried on ground, a better way to play down the ill effects of climate/ weather induced

variability. The third strategy forms the premise of the CCKN-IA project. This would most likely equip

farming communities with the wherewithal to lessen the negative impacts of climate variability through

access to credible information and thereby ensuring better preparedness.

Effective information exchange is a prerequisite to act timely to the needs of the farmers’ request for

authentic information, which the present agricultural information exchange system cannot deliver.

Although a number of Agricultural Knowledge and Information Networks (AKINs) exists, there is dearth

of availability of effective, timely, dynamic, authentic and farmer-friendly sustainable agricultural

information network for all the stakeholders (policy makers at national and state levels, extension

agents, intermediaries, and farmers, etc.). Improvement is even more important as the National

Mission for Sustainable Agriculture needs to be operationalized successfully. For the first time it now

includes a component on Climate Change (CCSAMMN).

A SWOT analysis is conducted in the precinct of the Indo-German technical cooperation project,

CCKN-IA. Its aim was to take stock of the agencies dealing in agriculture and allied aspects, weather

and climate change sector and their operational mode. A thorough interaction and web search was

conducted for shortlisting of AKIN organisations who are in the business of knowledge information

dissemination through various communication channels, physical interactions and training mode. Then

finally, a wholesome list of players who can play important role to implement successfully the future

CCKN-IA technology framework in the pilot districts was prepared. Such a successfully working

network as CCKN-IA platform could then be scaled up at national level later on.

This SWOT-analysis constitutes a first step contributing to Output A of the CCKN-IA-project:

“Governmental, non-governmental and private CCKN partner organisations provide climate relevant

services”. One of the subsequently formulated activities is defined as: “Appropriate stakeholders

(government, non-governmental and private) are involved as CCKN partners”.

The assessment covers all public and private key organisations, which are active in the agricultural

and allied services, weather, market, insurance and climate change adaptation and the same could

play a prominent role in the establishment of the network at the state level. The players are limited and

fixed in the state unlike in national scenario, hence limiting the choice. Two groups of potential

partners can be distinguished: 1) Information Disseminators and 2) Content Providers or Knowledge

generators. These categories include agencies from every sector e.g. Government, NGO and private

enterprises.

Amongst a handful of organisations present in Odisha, 25 organisations were retained for detailed

discussion and understanding (Appendix-2, AKIN inventory, Odisha). Eventually 10 agencies from

multitude of domain expertise were followed up for final assessment and future partnership. All

recommended organisations have been scrutinized on the basis of different parameters, e.g.

authenticity of their content, hyper localized content in local vernacular or language, subscription

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EXECUTIVE SUMMARY

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SWOT-Analysis of CCKN-IA Part 2 – Odisha State

aspects, provision to operate in pilot State and Districts, financial strength and reputation in market

etc.

A detailed and transparent methodology was drawn up with logical steps involved over a few months

process since launch of this project. To start with, a thorough desk research and review of literature

was carried out through web search to prepare a list of players who are in the pursuit of dissemination

of agriculture knowledge information and extension services. That list was shared with project team

and then scrutinised on the basis of applicability of services in the CCKN-IA context and also to avoid

duplication. Thereafter personal visits were conducted by the TE, CCKN-IA and after interactive

discussions and getting to know the operational mode, services offered and back end technology

aspects of the agencies, the list was further pruned to suit the requirements. Finally post analysis

through assessment forms, for the first phase only 10 agencies (a mix of government, private,

enterprise, etc.) were shortlisted to be part of state level consortium. The agencies selected are

expected to be delivering a pool of services to help CCKN-IA consortium deliver integrated agro-

advisory, weather based crop outlook and other decision support and early warning systems. Some

NGOs are also selected to create direct interface with the farming community in the pilot areas for

dissemination of appropriate models of knowledge management.

As a final recommendation the following organisations should be selected for a specific knowledge

domain:

IMD, Bhubaneswar Centre – Weather based information & advisory and SMS alerts

Orissa University of Agriculture & Technology (OUAT) - SAU- Agro. & allied technology –

(agriculture/ horticulture, soil water conservation, livestock & fishery) and Content provider, Agro-

advisory and crop-weather outlook

IKSL- KCC set up – Weather, market, agro-based and allied information dissemination and query

resolve through voice message & physical call center

KVK/ RRTTS & CPRS – Ganjam & Dhenkanal Districts – Training and Awareness generation on CCA

to farmers, dissemination of crop-weather advisory among target communities through bulletins (local

language) and SMS alerts

Digital Green as NGO partner- Dissemination of climate smart technologies and other improved

practices among farmers and women through short video and demonstrations.

PRADAN as NGO partner - Knowledge information disseminators through active participation in

training and capacity building of farmers and climate change community facilitators, demonstration and

validation of recommended technologies on farmers’ site

Indian Institute of Technology - Knowledge partner would provide decision support tools, crop-

weather models, research finding for improved community resilience and training to state and district

level officials

NeGP-a ICT – Provision of infrastructure at State, District, and Block level as Hub-Spokes for

knowledge dissemination and information repository purpose. NeGP-a promoted web platform for the

state agriculture department could serve as a platform to cater to the host of services and information

for CCKN-IA framework.

IMAGE, Bhubaneswar – Provision of platform for state level consultation workshops and training,

CCKN-IA state cell, Coordination center for technical model (hub-spoke) and ensure effective

convergence of schemes (finance & human resources) in district/ block level operationalization of

CCKN-IA and NMSA convergence.

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CONTENTS

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Contents

1 Background information ............................................................................................................1

2 Objective and Methodology .......................................................................................................3

2.1 Explanation of the objective...................................................................................................3

2.2 Methodology .........................................................................................................................3

2.2.1 Desk research ................................................................................................................4

2.2.2 Short listing of AKINs at national level ............................................................................4

2.2.3 Intensification of interaction ............................................................................................6

2.2.4 Assessment form ...........................................................................................................6

2.2.5 Understanding SWOT ....................................................................................................7

2.2.6 CCKN-IA-SWOT-analysis ...............................................................................................8

2.2.7 SWOT parameters description .......................................................................................9

2.2.8 SWOT analysis process adopted in the state ................................................................ 11

2.2.9 Preliminary Assessment of Potential AKINS Providers.................................................. 11

2.2.10 Invitation to State Orientation and Planning Workshop.................................................. 12

2.2.11 Shortlisting of AKINS Providers for SWOT Analysis ...................................................... 12

2.2.12 Detailed SWOT Analysis of shortlisted AKINs ............................................................... 12

3 Results...................................................................................................................................... 13

3.1 Overview of organizations ................................................................................................... 14

3.1 OVERVIEW AND CHARACTERIZATION OF PRIMARY CONTENT PROVIDERS ..................................... 16

3.2 OVERVIEW AND CHARACTERIZATION OF TECHNOLOGY SERVICE PROVIDERS................................ 18

3.1 OVERVIEW OF SWOT ............................................................................................................ 21

3.1.1 SWOT of authorized primary content providers............................................................. 21

3.2.1 SWOT of Technology providers .................................................................................... 23

4 Assesment................................................................................................................................ 25

4.1 Primary content providers ........................................................................................................ 25

4.1.1 Weather and climate.......................................................................................................... 25

4.1.2 Agro advisories ................................................................................................................. 25

4.1.3 Market ............................................................................................................................... 26

4.1.4 Agriculture Insurance......................................................................................................... 26

4.1.5 Crops/ Package and Practices ........................................................................................... 26

4.1.6 Horticulture & Forestry ....................................................................................................... 26

4.1.7 Soil Water Conservation, Farm mechanisation & Post-harvest Management...................... 26

4.1.7 Livestock & Fishery ........................................................................................................... 26

4.1.9 Government programs ....................................................................................................... 27

4.2 Technology service providers................................................................................................... 27

4.2.1 Kisan Call Centre .............................................................................................................. 27

4.2.2 IVRS ................................................................................................................................. 27

4.2.3 Mobile App ........................................................................................................................ 27

4.2.4 Out Bound Dialler (OBD) ................................................................................................... 27

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4.2.5 Print Materials ................................................................................................................... 27

4.2.6 Radio ................................................................................................................................ 28

4.2.7 SMS .................................................................................................................................. 28

4.2.8 Video ................................................................................................................................ 28

4.2.9 Village Information Centre ................................................................................................. 28

4.2.10 Web Based Portals .......................................................................................................... 28

4.2.11 Training Programs ........................................................................................................... 28

5 Recommendations for Odisha ................................................................................................. 29

5.1 Specific Recommendations for individual AKIN players after detailed SWOT analysis ......... 32

Annex 1: Short list of organizations retained as potential partners of CCKN-IA .................................. 36

1 - Orissa University of Agriculture & Technology (SAU) ................................................................ 37

2 - India Meteorological Department, Bhubaneswar Centre ............................................................ 39

3 – IFFCO KISAN SANCHAR LIMITED (IKSL) .............................................................................. 41

5- National e Governance Plan on Agriculture (NeGP-a) ................................................................ 43

10 – Kisan Call Centre (KCC) ........................................................................................................ 45

11 – Institute on Management of Agricultural Extension (IMAGE), Bhubaneswar............................ 47

12 – Professional Assistance for Development Action (PRADAN) ................................................. 49

15 - Tata Consultancy Services promoted Mobile Krishi seva (mKRISHI) ....................................... 51

17 – Indian Institute of Technology (IIT) Kharagpur & Bhubaneswar .............................................. 53

18 – Digital Green (DG) ................................................................................................................. 55

23 – Krishi Vigyan Kendra (KVK) & Regional Research & Technology Transfer Station (RRTTS) ... 57

Annex 2 AKINs inventory for Odisha ................................................................................................. 60

Annex 3 Preliminary Assessment Form for AKINS in Odisha ........................................................... 68

Annex 4 Template of SWOT-analysis form ........................................................................................ 71

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FIGURES

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Figures

Figure 1 CCKN Identified partners .......................................................................................................... 29

Tables

Table 1: List of 25 organisations identified as potential partners in CCKN-IA............................................. 4 Table 2: Format of CCKN-IA-SWOT-Matrix .............................................................................................. 8 Table 3: List of 16 organisations retained as potential partners in CCKN-IA ............................................ 13 Table 4: Overview of organizations......................................................................................................... 15 Table 5: List of shortlisted primary content providers & knowledge generators for SWOT

analysis ................................................................................................................................................. 18 Table 6: List of shortlisted technology service providers & information disseminators for

SWOT analysis ...................................................................................................................................... 20 Table 7: SWOT of primary content providers .......................................................................................... 21 Table 8: SWOT of technology service providers ..................................................................................... 23 Table 9: Domain of Expertise of CCKN-IA Network organization recommended at Odisha ..................... 30 Table 10: Suggestion of specific organizations for specific roles in CCKN-IA Network at

Odisha ................................................................................................................................................... 31

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ABBREVIATIONS

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Abbreviations

ACZ Agro-Climatic Zone

AGMARKET Agricultural Marketing Information Network

AGRISNET Agricultural Resource Information Network

AIC Agriculture Insurance Company Limited

AICRPAM All India Coordinated Research Project on Agro-Meteorology

AKIN Agricultural Knowledge and Information Network

AMFU Agro-Met Field Unit

APEDA Agricultural & Processed Food Product Export Development Authority

ATIC Agricultural Technology Information Centre

ATMA Agricultural Technology Management Agency

BAO Block Agriculture Officer

CCA Climate Change Adaptation

CCKN-IA Climate Change Knowledge Network in Indian Agriculture

CCSAMMN Climate Change Sustainable Agriculture Monitoring Modelling & Networking

CIFA Central Institute of Freshwater Aquaculture

CPR Centre for Pulse Research

CRRI Central Rice Research Institute

CSA Climate Smart Agriculture

CSO Civil Society Organisation

CSR Corporate Social Responsibility

CTCRI Central Tuber Crop Research Institute

DAC-NET Department of Agriculture & Cooperation Network

DDA Deputy Director of Agriculture

DG Digital Green

DST Department of Science & Technology

DVC Damodar Valley Corporation

EWS Early Warning System

GIZ Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH

GoI Government of India

GoO Government of Odisha

IAAS Integrated Agro-Advisory Services

ICAR Indian Council for Agriculture Research

ICT Information and Communication Technology

IIT Indian Institute of Technology

IKSL IFCO Kisan Sanchar Limited

IMAGE Institute of Management of Agricultural Extension

IMD India Meteorological Department

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ABBREVIATIONS

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INCOIS Indian National Centre for Ocean Information Services

IT Information Technology

ITK Indigenous Technical Knowledge

IVRS Interactive Voice Response System

KCC Kisan Call Center

KVK Krishi Vigyan Kendra (Agriculture Science Centers)

MHRD Ministry of Human Resources Development

mKRISHI Mobile Krishi

MNAIS Modified National Agricultural Insurance Scheme

MoU Memorandum of Understanding

NAIP National Agriculture Innovation Project

NAIS National Agricultural Insurance Scheme

NAPCC National Action Plan for Climate Change

NeGP-a National e Governance Plan in Agriculture

NGO Non-Governmental Organisation

NICRA National Initiative on Climate Resilient Agriculture

NMSA National Mission on Sustainable Agriculture

NMSA National Mission for Sustainable Agriculture

NRM Natural Resources Management

OBD Out Bound Dialler

OLRDS Odisha Livestock Resources Development Society

OUAT Orissa University of Agriculture & Technology

PIA Project Implementing Agency

PRADAN Professional Assistance for Development Action

R&D Research & Development

RRTTS Regional Research & Technology Transfer Station

SAU State Agriculture University

SMS Short Messaging Service

SOPW State Planning & Orientation Worksop

SRI System of Rice Intensification

SWOT Strengths, Weaknesses, Opportunities and Threats

TE Technical Expert

Uid Unique Identity

USP Unique Selling Position

USSD Unstructured Supplementary Service Data

VAS Value Added Service

WADI Gujarati word means tree-based farming systems

WBCIS Weather based Crop Insurance Scheme

WORLP Western Orissa Rural Livelihoods Project

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CHAPTER 1

Background information

CCKN-IA PROJECT


CHAPTER

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1 Background information

Agriculture in India provides not only food security but also the livelihood for about 60% of the Indian

population. However, agriculture is prone to climate variability and increasing impact of climate

change. Under the National Action Plan on Climate Change (NAPCC), the Government of India has

launched eight National Missions during the XII Five year plan. The National Mission for Sustainable

Agriculture (NMSA) and the Mission on Strategic Knowledge on Climate Change target an agricultural

growth rate of four per cent per annum and also seek to enable the country to cope with the impacts of

changing climate.

The National Mission for Sustainable Agriculture aims to support climate adaptation in agriculture

through the development of climate resilient crops, expansion of weather insurance mechanisms, and

agricultural practices. Focus areas for the mission are dry-land agriculture, risk management, access

to information and strategic research and climate resilience agriculture.

The National Mission on Strategic Knowledge for Climate Change aims to get a better understanding

of climate science, impacts and challenges as well as increased collaboration on national as well as

international levels.

CCKN-IA, the abbreviation for “Establishment of a Climate Change Knowledge Network in Indian

Agriculture”, is an Indo-German technical cooperation project, which was launched in September

2013. It serves both the National Missions proposed and will operate in two pilot districts each in three

pilot states (Jharkhand, Odisha and Maharashtra). The intended knowledge network will be

established similar to a hub-and-spokes model for disseminating information but also for receiving

feedback from the end users.

Climate change increases the intensity and alters the frequency of extreme events such as droughts

and floods, delayed monsoon onset, intermittent dry spells and heat waves within the growing period.

The impact of these events is felt by farmers differently, depending on their location and their socio

economic buffering capacity. Recurrence of floods or drought often leads to large-scale disruption of

agricultural activities and causes considerable distress. Effective information exchange is a

prerequisite to counteract timely to the impacts and reduce vulnerability especially of small-holder

farmers.

Although a number of Agricultural Knowledge and Information Networks (AKINs) exist, there is lack of

availability of effective, timely, dynamic, authentic and farmer-friendly sustainable agricultural

information, disseminated through a network available to all stakeholders (policy makers at national

and state levels, extension agents, intermediaries, and farmers, etc.).

The present study assesses existing AKINs in the Government or the private sector, with the purpose

of identifying the key institutions, which can contribute relevant and high quality technical expertise

and content to an improved futuristic system. Based on the outcome of this study an institutional and

technical framework for a knowledge platform will be designed that collects, processes and

disseminates agriculture relevant information. The study was carried out with the underlying principle

that duplication of institutional, technical and content related aspects be avoided. A coherent and

logical process was adopted where thorough consultative discussions were conducted in every step of

SWOT analysis.

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Results

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CHAPTER

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2 Objective and Methodology

2.1 Explanation of the objective

This report should be conceived as tool for decision making. It is addressed to all stakeholders of

CCKN-IA and provides information on the outcome of the assessment of a number of AKINs. It will

help stakeholders to select the most suitable and appropriate organisation partner for the CCKN-IA

project. The study was conducted at:

- National Level

- State Level

o Jharkhand

o Odisha

o Maharashtra

The broad purpose of the Strength, Weakness, Opportunity, and Threat (SWOT) analysis study is to

first assess the current scenario in terms of agriculture knowledge information flow in the state at

various levels, its reliability and regularity, applicability for target users, relevance to local context and

timeliness, etc. This assessment process also envisages detailed discussions and interactions with

the potential AKINs in the state just to get a thorough understanding of the organisations’ mandate

and areas of expertise, content development process, validation or screening process and

dissemination channels, etc. The key objectives can be summarised as follows:

• Identify and shortlist potential agencies/ players engaged in AKIS and agricultural extension

services

• Take stock of AKINs operational and current scenario of agricultural extension services in the

state

• Create a thorough understanding on operational mechanism and uniqueness of services for

each of the player through preliminary assessments/ interactions/ interviews

• Prepare an assessment report shortlisting players under sub-categories based on SWOT

framework – strengths/ gaps/ opportunity to plug gaps/ niche in the proposed CCKN-IA

framework (consortium partners)

2.2 Methodology

The SWOT analysis was performed at national level and state level (Jharkhand, Odisha and

Maharashtra). It is a specific methodology to detect the strengths, weaknesses, opportunities and

threats (SWOT) of the information providers and content developers. They have been filtered on the

basis of various parameters e.g. their willingness to partner, key role in one of the thematic areas, and

strong knowledge and technical background. Using methods suggested by GIZ’s Capacity Works

Manual, organisations were evaluated for better understanding and justifications were made for

selection of a particular organisation. The assessment has been done for all relevant public and

private organisations, which are active in the agricultural sector and could potentially play a prominent

role in the establishment of the network on national level and in the three pilot states. As a first step

organisations were shortlisted due to their relevance, indicating their name, role, subject and form of

organisation.

At a later stage, each organization was categorized after assessment through a direct interaction with

the organization’s responsible officers.

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Objective and Methodology

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2.2.1 Desk research

The careful selection of organisations was a major task, as there are many organisations working in

Indian agriculture or rural development sector for support and empowerment of communities. Hence

identification of each and every organisation was not an easy task and therefore the process was

divided in multiple stages. It started with a phase of desk research of about 15 days, when the CCKN-

IA-team searched organisations through the internet and personal networks. All available data were

entered into an excel file. Thus about 88 organisations were listed covering the national level, whereas

in

- Jharkhand state 31

- Odisha state 25

- Maharashtra state 32

2.2.2 Short listing of AKINs at national level

Organisation’s or network’s uniqueness and reach with relevance of information to ground situation

was assessed and duplicity and complexity of operation was screened properly to come out with a list

of 25 AKIN agencies initially (see full list in Appendix 2). There were organisations from every category

and every knowledge domain or technical capability. Further it was also kept in view that the agency

and its network is fully operational in the state, pilot districts/ blocks and has strong relevance to the

information knowledge requirement.

In order to select appropriate partners for the establishment of the network, shortlisting was performed

at multiple levels. Several rounds of interactions were conducted; assessment forms were designed

and filled out by interested partners. Finally, the SWOT-analysis was made on basis of interactions

and filled assessment forms.

Table 1: List of 25 organisations identified as potential partners in CCKN-IA

Sl. No. Organisation Name

1 Orissa University of Agriculture & Technology (Dept. of Agricultural Meteorology, College

of Agriculture) : www.ouat.ac.in

2 India Meteorological Department, Bhubaneswar centre & Agro-met division of IMD

http://www.imdorissa.gov.in/

http://www.imd.gov.in/ & http://www.imdagrimet.gov.in

3 IFFCO Kisan Sanchar Ltd. (IFFCO +Airtel)

http://www.iksl.in/

4 Ministry of Agriculture, Dept. of Agriculture & Cooperation, GoI

www.farmer.gov.in - one stop solution for farmers- a vibrant portal

5 Agriculture & Food Production Dept., GoO

web portal: AGRISNET (http://agrisnetodisha.ori.nic.in/); which is now going to be taken

over by the NIC run NeGP-a project.

6 Agricultural Marketing Information Network - AGMARKNET

www.agmarknet.nic.in

http://www.ouat.ac.in/


http://www.imd.gov.in/

http://www.imdagrimet.gov.in/

http://agrisnetodisha.ori.nic.in/

http://www.google.co.in/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCAQFjAA&url=http%3A%2F%2Fagmarknet.nic.in%2F&ei=pg2xU6-FIJGPuATU94LQAg&usg=AFQjCNGL-8SBQeMOEfmCsZucB7gULjXJKQ

http://www.agmarknet.nic.in/

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7 Horticulture Dept., GoI (National Horticulture Mission)

www.hortnet.gov.in

8 CRIDA (ICAR institute)

http://aicrpam-nicra-aws.in/

9 Orissa State Disaster Management Agency (OSDMA), GoO

www.osdma.org

Toll free no- 1070

10 National Institute of Agricultural Extension Management (MANAGE)

www.manage.gov.in/kcc.htm

Kisan Call Centre- Toll free no-18001801551

11 Institute on Management of Agricultural Extension (IMAGE), GoO

http://www.agriorissa.org/IMAGE/index.aspx

12 Professional Assistance for Development Action (PRADAN), National level NGO

http://www.pradan.net/

13 Odisha Watershed Development Mission (OWDM)

www.orissawatershed.org

14 Reuters Market Light (RML)

http://www.reutersmarketlight.com/index.html

15 m-KRISHI, a TCS promoted initiative under WB-GEF support in NAIP

[email protected]

16 HandyGo sponsored Rural service- Behtar Zindagi (VAS thru dialing 5567801)

[email protected]

[email protected]

http://handygo.com/

17 Indian Institute of Technology, Kharagpur & Bhubaneswar (IIT, Kgp & IIT, BBS)

http://www.iitkgp.ac.in

http://www.iitbbs.ac.in

18 Digital Green

http://www.digitalgreen.org/

19 BAIF Development Research Foundation (Not for Profit Organisation)

http://www.hortnet.gov.in/


http://www.osdma.org/

http://www.manage.gov.in/kcc.htm




http://[email protected]/

http://www.iitkgp.ac.in/

http://www.iitbbs.ac.in/

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www.baif.org.in/‎

20 ICRISAT- (International R & D organisation)

http://www.icrisat.org/

21 Watershed Organisation Trust (WOTR)

www.wotr.org

22 Council of Professional & Social Workers (CPSW)- Grass-root CSO

http://www.cpsw.org

23 Orissa University of Agriculture & Technology – KVK & RRTTs

http://www.ouat.ac.in/Extension.aspx

http://www.ouat.ac.in/Research.aspx

24 Agriculture Insurance Corporation of India Ltd.

http://www.aicofindia.com/

25 Orissa State Agricultural Marketing Board (under cooperation Dept.)

www.osamboard.org

2.2.3 Intensification of interaction

On invitation, all the stakeholders participated in the workshop and many of them also shared their

activities in the state. This created another forum for interaction and opportunity for the agencies to

know more about CCKN-IA and their possible roles for association.

Based on the detailed analysis criteria developed (Appendix 4), 16 organisations were further

contacted for assessing the details about their operational aspects. The players were taken from both

government as well private domains, from research and implementation expertise, from knowledge

information generation and information dissemination categories.

During the second round of discussions short-listed organisations received more detailed information

on the project and were asked to provide feedback on their potential interest to participate. Thus, a

number of meetings were held. Out of the 25 organisations some did not respond, some did not show

interest, and some of them had services linked with other premium organizations.

2.2.4 Assessment form

For those organisations showing keen interest to partner in the project an assessment form was

developed and which was subsequently filled out through personal discussions with respective

organisations.

At this stage of the process, detailed information was taken into account assessing each individual

organisation with regard to its technical capabilities, the content offered, but also e.g. their willingness

http://www.cpsw.org/

http://www.ouat.ac.in/Extension.aspx

http://www.aicofindia.com/

http://www.osamboard.org/

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to cooperate, operation in thematic relevant areas, their financial sustainability and strength in ICT or

content generation work, working for improvement of farmers and rural population.

In the final step of the analysis, information obtained in the assessment forms (see Appendix 3) was

used for a detailed SWOT-analysis.

2.2.5 Understanding SWOT

Before presenting details about the SWOT analysis of potential partners, it should be understood what

a SWOT-analysis is all about and how useful it can be to identify partners for CCKN-IA.

A SWOT-analysis provides a simple but useful framework for analysing an organisation's strengths,

weaknesses, opportunities and threats that it offers or faces. It helps focussing on strengths,

minimizing threats, when taking the greatest possible advantage of opportunities available. A SWOT

analysis can be used to "kick off" strategy formulation, or in a more sophisticated way as a serious

strategy tool.

Strengths and weaknesses are often internal to an organisation, while opportunities and threats

generally relate to external factors. For this reason, the SWOT analysis is sometimes called Internal-

External Analysis and the SWOT Matrix is sometimes called an IE Matrix.

Strengths:

What advantages does the organization have?

What does it do better than anyone else does?

What unique resources can be drawn upon that others cannot?

What do people in the specific field of expertise see as strengths?

What is the organization’s Unique Selling Proposition (USP)?

Strengths should be considered both from an internal perspective, and from the point of view of

customers and people in market. When looking at strengths, it should be analysed in relation to

competitors. For example, if all of competitors provide high quality products, then a high quality

production process is not strength but it is a necessity.

Weaknesses:

What should be avoided?

What are those people see as weaknesses in a specific field of?

Opportunities:

What could be improved?

What good opportunities can be spotted?

What interesting trends organization is aware of?

Useful opportunities can come from such things as:

Changes in technology and markets on both a broad and narrow scale.

Changes in government policy related to the field.

Changes in social patterns, population profiles, lifestyle changes, and so on.

Local events.

A useful approach when looking at opportunities is to look at organisation’s strengths and ask yourself

whether these open up any further opportunities. Alternatively, looking at organisation’s weaknesses it

should be seen whether this could open up opportunities by eliminating them.

Threats

What obstacles are faced by the organization?

What are competitors doing?

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Are quality standards or specifications for products or services changing?

Is changing technology-threatening position in the market?

Any bad debt or cash flow problems?

Could any of the weaknesses can effect business seriously.

2.2.6 CCKN-IA-SWOT-analysis

As the first step of analysis, organizations were categorized into two categories depending on their

nature of business as:

Technology service provider organizations

Organizations from a technical background or which are stronger in technology, were categorized as

ICT service providers and detailed explanation is provided in the subsequent sections.

Primary Content Providers:

Organizations, engaged in research activities in the field of agriculture and related domains or

affiliated to Ministry of Agriculture or ICAR for agriculture development were listed in this category.

To assess each organization in a better way, a SWOT table was created containing parameters

relating to essential CCKN-IA requirements. Here below the format of the CCKN-IA SWOT matrix is

shown as well as further details on each point is included in the SWOT table:

Table 2: Format of CCKN-IA-SWOT-Matrix

Supportive: Negative

Inte

rnal O

rig

in / c

urr

en

t sit

uati

on

Strength:

Capacities (human resources,

technology, knowledge, financial)

Willingness / commitment

Key player in an existing and

working network

Thematic relevance

Quality of services (content,

timeliness, efficiency, reach,

Innovative)

Compliance with rules and

regulations

Operation in Pilot States and

Districts

Feedback mechanism

Weakness:

Limited resources (human

resources, technology, knowledge,

financial)

No commitment/willingness

Not clearly positioned in a network

Too generic

Obsolete / outdated facilities /

technology / content

Too costly

Poor track record in compliance

Non-Operative in Pilot States and

Districts

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Exte

rnal

infl

uen

ce /

fu

ture

sit

uati

on

Opportunities:

Increase capacities

Enter new markets / thematic fields

Potential to contribute and access

the network (innovativeness reach,

technology, content)

Access to additional external funds

Increase motivation / reputation /

visibility

Access to knowledge

Threats:

Increasing competition / number of

players

Changing policy framework

Leadership dependence / person

centric

Increasing costs due to specific

requirements / technology

Dependency in the network / lack of

commitment on the part of Network

partners

Pace of changes in technology /

knowledge

Changes in behavior

2.2.7 SWOT parameters description

Strength:

Capacities (human resources, technology, knowledge, financial)

Organization should have enough manpower to run projects successfully, strong technical or

content knowledge and financial stability to stand with CCKN-IA for next 3 years.

Willingness / commitment

Organization should be willing and committed to make project successful.

Key player in an existing and working network

Organization should play key role in at least one project

Thematic relevance

Organization should be working at least in one of the themes of CCKN-IA

Quality of services (content, timeliness, efficiency, reach, Innovative)

Organization should provide quality content or quality in technical or human intervention

services

Compliance with rules and regulations

Organization should comply with Government rules and regulations

Operation in Pilot States and Districts

It would be a big asset, if organizations were already operating in the Pilot States or even at

district level for CCKN-IA. That would mean, that content would be already available at local

level and from a technical perspective experience on ICT related implementation strategies

has been collected.

Feedback mechanism

Organization should have a feedback for their services provided in place. For example they

should have feedback data from villages or operational area.

Opportunities:

Increase in capacities

To identify if selected organization could increase their capacity if required. This can be

related to technical aspects or at knowledge base.

Enter new markets / thematic fields

It would be a plus point if the organization is willing to approach or projecting to new thematic

fields of CCKN-IA

Potential to contribute and access the network (innovativeness reach, technology, content)

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This point will be a plus point for such organizations to increase their visibility and extend their

field of expertise

Access to additional external funds

Chance of organization to receive funds from external sources

Increase motivation / reputation / visibility

Being part of the CCKN-IA Network will increase motivation and reputation through exposure

at national and international level

Access to knowledge

Organizations participating in the CCKN-IA Network will have exclusive access of timely and

primary information as well as technology

Weakness:

Limited resources (human resources, technology, knowledge, financial)

If the organization shows limitation to increase manpower or already going through limitations

of resources, knowledge, technology or finances then it can effect badly during

implementation of the project and such endanger the complete project progress

No commitment/willingness

Organizations will be contacted further for partnership if willingness is not visible in initial

communications it is interpreted as lack of interest

Not clearly positioned in a network

A big negative point if organizations position is not clear in any of the project or network they

are working currently

Too generic

Generic content is not relevant for CCKN-IA project, CCKN-IA requires specific and hyper-

localized content in local language or dialect

Obsolete / outdated facilities / technology / content

Innovativeness is the key for CCKN-IA. Willingness or disinterest in applying latest technology

or missing understanding of applying latest information is not compatible to the CCKN-IAs

project philosophy.

Too costly

Services have to be economic, especially to ensure sustainability in terms of a long term

implementation

Poor track record in compliance

Compliance is required

Non-Operative in Pilot States and Districts

This will be considered only in case of content providers not technology service providers.

Threats:

Increasing competition / number of players

CCKN-IA will observe competition of each organization with others and how they prove

themselves better than others players

Changing policy framework

Change in policy relates to Government policies, and CCKN-IA will look at this aspect as

serious threat

Leadership dependence / person centric

Projects or organizations should be based on a stable organizational and personal

fundamentals and not depend on the willingness of single individuals.

Increasing costs due to specific requirements / technology

CCKN-IA budget is fixed, hence increased expenditures on a later stage due to improper

planning jeopardize project progress and funds

Dependency in the network / lack of commitment on the part of Network partners

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Dependency on others or lack of commitment may bring hindrances in CCKN-IA project

implementation. It is always better to collaborate with an organization, which has in-house

capabilities other than dependency on others.

Pace of changes in technology / knowledge

Fast or slow pace changes in technology/knowledge both may bring issues in implementation

especially for small stakeholders

Changes in behavior

Behavioral changes in staff effects project implementation, on the other hand behavioral

changes in users brought up by projects brings success to the project.

2.2.8 SWOT analysis process adopted in the state

With conducting of a thorough web search and review of webpages of currently operating networks

and extension service providers, the real term SWOT analysis process kick-started in the state. This

desk research effort resulted in a preparation of AKINs and extension service providers’ matrix.

Through rigorous web search and personal interaction with Dept. of Agriculture and IMAGE, an

exhaustive list of AKINs and extension service providers was worked out. This exercise had not only

provided a preliminary understanding on mechanism of information flow, its dynamics and content

specificity but also helped State Agriculture Expert, CCKN-IA develop a basic premise to work out

further probing strategy. This exercise had many agencies such as Agriculture Insurance Company of

India Ltd. (AIC), Agricultural Marketing Information Network (AGMARKET), and Agricultural &

Processed Food Product Export Development Authority (APEDA) in the list. Further the list was

revisited and shortlisted matrix of key players, having state specific presence and activities was

prepared. This matrix (compilation of list of key players currently operational in the state) had basic

information, URL details, mode of operation and type of information or services extended in the field of

Agriculture and allied domains. A detailed matrix of 25 agencies selected from government, research

based, private and NGO background was then prepared, termed as comprehensive Inventory of

Agriculture Knowledge Information Networks (AKINs) in Odisha (Annexure 2). The term “Agriculture

Knowledge Information” essentially include “Crop/ Livestock/ Fishery- Weather-Market-Insurance-

Adaptation continuum” for the rural mass. The whole livelihoods support system of farming community

vis-à-vis weather dynamics have been taken into consideration.

After preliminary analysis it was found that some of the listed organisations were government

agencies operating at national level but providing umbrella services to local players (e.g.

AGMARKNET, AGRISNET, NEGP-a, AICRPAM, NAIP, DAC-NET, ICAR-NET etc.). Attempt was

made to ensure that duplication of efforts and agencies roles do not become constraints in the further

analysis.

Based on this principle almost 25 organisations were contacted through email or phone calls based on

the contact information provided on the web-sites. Of these based on the responses and interest

level, 16 organisations were further shortlisted for the next level of the SWOT viz. Preliminary

Assessment of Potential AKINS Providers. Finally, for the first phase of consortium 10 number of

organisations have been proposed in this report.

2.2.9 Preliminary Assessment of Potential AKIN Service Providers

A simplified but wholesome template (questionnaire) was designed after brainstorming process jointly

by the CCKN-IA team members from 3 states and at national level and the same format (Annex-3)

was used to collect detailed information on 16 respondents through personal visits to the offices,

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interaction or phone and email contact by the state expert. This exercise had provided fair amount of

insights into the organisations’ areas of operation, approach, mode of functioning, expertise and reach

with some clues on the organisational set up. Each organisation has some USP in its field of interest.

A few filled in preliminary assessment questionnaires were also uploaded on Share Point (common

sharing web platform created for CCKN-IA functionaries). With this sort of personal interactions,

project was able to create a platform where potential AKIN players got to know in detail the objectives

and envisaged outputs of CCKN-IA.

2.2.10 Invitation to State Orientation and Planning Workshop

All these respondents were invited to participate and learn more about project’s outcomes and way

forward and share their experiences with other stakeholders and decision makers at the SOPW

conducted on 1st February 2014 at IMAGE, Bhubaneswar.

2.2.11 Shortlisting of AKINS Providers for SWOT Analysis

Based on the information presented during the SOPW viz. nature of activities, area coverage in the

state and CCKN-IA pilot districts, specific requirements to be met through CCKN-IA network and

subsequent developments on the SWOT analysis process at the national level, a total of 10

organisations were identified for the detailed SWOT analysis which is presented in this report.

However, this list is not a closed option and potential partner organisations may be included at a later

stage based on the lessons learned and experience of operationalization of an effective consortium

approach in the state.

2.2.12 Detailed SWOT Analysis of shortlisted AKINs

A detailed SWOT analysis framework (Annex-4) was agreed upon both at National and State level to

be pursued while taking down details of shortlisted agencies’ profile during personal visits and

interaction with the state heads of the respective organisations. This framework was quite elaborate

and detailed in the sense that a thorough probing could be done and then the state experts could

weigh properly the strengths, weakness, opportunity & threat perspective of respective organisations

so as to decide best possible roles of each entity in the envisaged CCKN-IA framework. Detailed

assessment of each of the shortlisted agency is outlined (Annex-1)

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CHAPTER

CHAPTER

3 Results

Organizations were listed at Odisha state (see Annex 1: Short list of organizations retained as

potential partners of CCKN-IA page 36). They were chosen in view of their possible involvement in

providing services to farmers in agriculture, livestock, fishery, weather, market and other agriculture

related domain and irrespective of their type e.g. Government, corporate, NGO, national, local or

International organizations or programs.

In a direct and initial interaction 16 (see Table 33) organizations were approached and checked. Some

of the organizations proved irrelevant and were excluded for the next iteration of assessment.

Table 3: List of 16 organisations retained as potential partners in CCKN-IA

Uid. No.

Organization Name

1 Orissa University of Agriculture & Technology (Dept. of Agricultural Meteorology, College of Agriculture & other Colleges- Ag. Engg., Fishery, Forestry, Animal Husbandry & Veterinary Science)

www.ouat.ac.in

2 India Meteorological Department, Bhubaneswar centre & Agro-met division of IMD


http://www.imd.gov.in/ & http://www.imdagrimet.gov.in


http://www.iksl.in/

5 Agriculture & Food Production Dept., GoO

web portal: AGRISNET (http://agrisnetodisha.ori.nic.in/); which is now going to be taken over by the NIC run NeGP-a project.

8 CRIDA (ICAR institute) – NICRA KVKs (Kendrapara, Sonepur, Jharsuguda & Ganjam-II)



www.osdma.org

Toll free no- 1070

10 Kisan Call Centre (KCC)

E-mail:- [email protected]

www.manage.gov.in/kcc.htm

Kisan Call Centre- Toll free no-18001801551

11 Institute on Management of Agricultural Extension (IMAGE), GoO




http://www.imd.gov.in/


http://www.iksl.in/




mailto:[email protected]



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Uid. No.

Organization Name

12 Professional Assistance for Development Action (PRADAN), National level NGO


13 Odisha Watershed Development Mission (OWDM)

www.orissawatershed.org/‎

15 m-KRISHI, a TCS promoted initiative under WB-GEF support in NAIP

[email protected]

17 Indian Institute of Technology, Kharagpur & Bhubaneswar (IIT, Kgp & IIT, BBS)

http://www.iitkgp.ac.in

http://www.iitbbs.ac.in

18 Digital Green


19 BAIF Development Research

www.baif.org.in

21 Watershed Organisation Trust (WOTR)

www.wotr.org

23 Orissa University of Agriculture & Technology (KVK & RRTTS, Dhenkanal & KVK & CPR, Ganjam)

www.ouat.ac.in

3.1 Overview of organizations

The process of comparing different organizations, made it necessary to categorize the potential

stakeholders. In this way a clearer picture can be given by being able to compare within one category.

Basically organizations were assigned to one of the following two categories:

Primary content provider is an organization whose nature of business comes from research

based work, most of such organizations are research and development institutes which are

established with mandate to do research on particular subject, field or domain and strengthen

Govt. policies and educational institutes.

Technology service provider organizations come from the technical background having

already served as VAS provider or whose strength and focus lies in technology not in content

generation, such organizations come mostly from corporates or people having IT or mobile

background. They have secondary preference in content generation and they are not registered

to do research work.

Each of these organizations were clustered in a second step based on institutional setup and

corresponding sub-categories:


http://[email protected]/




http://www.baif.org.in/

http://www.wotr.org/


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Governmental Institution:

All organizations, institutes and other establishments, which either are directly under GoI

administration or affiliated to GoI or respective State Governments or set up by Government of

India or State Governments as a company under section 25 of the Companies Act1 will be

included under this category.

NGO:

International NGOs are those having headquarters in any country other than India and

having liaison, branch or regional office in India, from where they are operating and having

status of not-for-profit organization.

National NGOs are any organizations that have headquarters in India and are registered

under Indian Laws of Societies registration Act of India and having status of Not-for-Profit

organization.

State NGOs are those who operate within the state boundary implementing different

government and non-government aided programmes

Enterprise:

International Enterprises are those which have headquarters in any country other than India

and have liaison, branch or regional office in India, from where they are operating and

established with subject of profits and earning money

National Enterprises are any organizations which have headquarter in India and registered

under Indian Laws of Company’s Act and established with subject of profits and earning

money

Social Enterprise (SE) are defined as organizations that have triple bottom line returns

(Social, Environmental and Financial), namely they address social and environmental needs

such as affordable health services and energy, and have a financially sustainable revenue

model (or plan to become sustainable in the near future). It is important to note that the

definition is not limited by legal structure. SEs may be registered as private limited companies,

cooperatives, not-for-profits, trusts or other types of legal entities. However, the legal structure

of an SE may have a bearing on the type of funds they can attract. Not-for-profits, for instance,

cannot solicit equity investments, but can have access to debt capital.2

State Specific is any organization that is working in Odisha state.

Table 4: Overview of organizations

Unique ID

Name Provider of NGO Enterprise Govt. Body

Det

aile

d D

escr

iptio

n on

Pag

e

Prim

ary

cont

ent

prov

ider

/

Kno

wle

dge

gene

rato

rs

Tec

hnol

ogy

Ser

vice

P

rovi

der/

In

form

atio

n di

ssem

inat

or

Inte

r-na

tiona

l

Nat

iona

l

Inte

r-na

tiona

l

Nat

iona

l

Soc

ial

Tec

hnic

al

Edu

catio

nal /

R

esea

rch

1 OUAT (SAU) ● ●

● 37

2 IMD, Bhubaneswar ● ●

● 39

1 http://www.mca.gov.in/Ministry/actsbills/rules/CR1956.pdf

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Unique ID

Name Provider of NGO Enterprise Govt. Body

Det

aile

d D

escr

iptio

n on

Pag

e

Prim

ary

cont

ent

prov

ider

/

Kno

wle

dge

gene

rato

rs

Tec

hnol

ogy

Ser

vice

P

rovi

der/

In

form

atio

n di

ssem

inat

or

Inte

r-na

tiona

l

Nat

iona

l

Inte

r-na

tiona

l

Nat

iona

l

Soc

ial

Tec

hnic

al

Edu

catio

nal /

R

esea

rch

3 & 10 IKSL – KCC ● ● ● 45 & 41

5 NIC (NEGP-a) ● ● 43

11 IMAGE ● ● 47

12 PRADAN ● ● 49

15 TCS-mKRISHI ● ● 51

17 Indian Institute of Technology (KGP & BBS)

● ● 53

18 Digital Green ● ● 55

23 KVK/ RRTTS, Dhenkanal & KVK, Ganjam-I

● ●

● 57

3.1.1 Overview and characterization of Primary Content Providers

While pooling of primary content providers into the category of “Authorised Primary Content

Developer” it is also observed, many of them are also knowledge generators. These agencies are

either government, scientific, research based or educational institutes or some are private NGO types

who draw contents from their own working experience or from knowledge generators after

customisation. These agencies are present in the selected pilot districts/ blocks (Ganjam & Dhenkanal

districts) of CCKN-IA project and involved in undertaking on-farm demonstrations and action research.

These agencies are likely to play important role in operationalizing component-4 of NMSA in near

future as part of convergence between these two projects.

It should be noted that not all shortlisted organisations are ‘authorised’ i.e. registered as research

institutions under ICAR.

Agro-Advisory Service: the term generally means specific advices on crop-weather outlook that

are intended to enhance the preparedness for taking up appropriate measures in the event of

deficit or excess rainfall situations / prolonged dry spells or any other expected weather related

stresses. This not only encompasses weather based forecasting but also includes information on

several agro and allied subjects not limited to just some major crops. Crop varieties, which are

subject to Agro-advisory, can be divided in Field Crops (e.g. cereal, pulses, oilseeds, fibre,

spices, and fodder) and Horticulture Crops (vegetables, flowers, condiments, aromatic &

medicinal, fruits & nuts, and plantation). Allied fields include livestock and fishery (both in-land

and marine) for Odisha state.

Human Health: includes general health advices to women, farm field workers and children in

rural population, it includes primary health care, maternal and child health issues, household

nutritional aspects for rural mass.

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Welfare schemes: launching of new schemes and provisions of on-going schemes, subsidy,

eligibility, point of service and intended benefits are highlighted.

Indigenous Technical Know-how (ITK): these are basically some traditional practices or know-

how being prevalent in particular pockets rural areas, which are considered very effective in

combating crisis situation pertaining to management of crop, livestock, human health etc. These

tips are documented and then disseminated with proper scientific value addition by some

organisations very effectively.

Insurance: information related to benefits and process of availing weather based crop-insurance,

and Government support provided in Insurance, this section will help in taking claims also. An

interface platform of insurance companies and customer would be of immense help to dispel

growing myths regarding insurance benefits.

Livestock: section will look into livestock which help in livestock rearing and management

practices that include large and small ruminants, poultry etc. Livestock plays an important role in

livelihoods promotion of rural mass and is all the more important now given the uncertainty and

risks associated with agriculture under climate change regime.

Fishery: is an important avocation for the rural communities in Odisha especially in coastal

districts. The knack and traditional knowledge on fishery/ fishing for the community has made this

option a promising alternate livelihood support given more frequent weather extremes these days,

agriculture is hard hit.

Market: Role of market is increasing as market dynamics decide the opportune time for supply of

commodity based on demand-price elasticity. The major demand of farmers is updated market

price, this includes linkages to big buyers and warehousing of crops as well.

Natural Disaster: deals with any kind of disaster which could affect village or farm fields

including, drought, flood, heavy rain, cyclone, etc. This has high relevance as Odisha is

increasingly faced with high prospects of storm, cyclone, heat wave and flood.

Weather: is a vital theme that require regular updation and observation. High dynamism and

micro-scale projection of weather parameters and based on credible observations, forecast

models with short-term and medium term prediction is all required and a challenge still. Early

warning systems and weather advisories together with crop advisory is the need of hour.

Horticulture & Agro-forestry: section looks for information related to horticulture and agro

forestry

Crop package and Practices: section looks for the information on crops package and practise

that are regional specific.

Government Programs: section looks for information on government programs, subsidies, and

eligibility and implementation modalities.

The shortlisted organisations provide a comprehensive coverage of all domains required under the

CCKN-IA network. Of these three are engaged in applied research, technology demonstration and

extension under ICAR – NICRA/ AICRPAM, IKSL-KCC is engaged in devising specific contents and

also serves as a platform for disseminating crop-weather-market-rural livelihoods messages/ advised

for the rural communities while two are renowned NGOs having strong relevant expertise and local

presence. IMD, Bhubaneswar is the lone provider of weather / climate related observations and

forecast in the state to the public and private sector. Organisations involved in training and

demonstration either use their own contents/ technologies or showcase technologies or contents with

local specific customisation.

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Table 5: List of shortlisted primary content providers & knowledge generators for SWOT analysis U

niqu

e ID

.

Organisation Domain

Agr

o-A

dvis

ory/

Clim

ate

resi

lient

tec

hnol

ogy

Hum

an H

ealth

Indi

geno

us T

echn

ical

K

now

ledg

e

Insu

ranc

e

Live

stoc

k &

Fis

hery

Mar

ket

$

Nat

ural

Dis

aste

r/ E

arly

w

arni

ng S

yste

m

Wea

ther

/ Cro

p-w

eath

er

mod

els

Tra

inin

g &

Cap

acity

build

ing

thro

ugh

on-

farm

de

mo

1 OUAT ● ● ● ●

2 IMD, Bhubaneswar ● ● ●

3 & 10 IKSL-KCC ● ● ● ● ● ●

12 PRADAN ● ●

17 IIT, Kgp & Bbs ● ● ●

18 Digital Green ● ● ● ● ●

23a KVK & RRTTS Dhenkanal

● ● ● ● ● ● ●

23b KVK & Pulse Research station, Ganjam

● ● ● ● ● ● ●

NB: $ two important themes (Insurance & Market) have been kept untouched in the analysis as these

two are considered taken care at National level SWOT analysis. Two key players, Agriculture

Insurance Company of India Ltd. (AIC) and Agriculture Market Information Network (AGMARKNET)

both central sponsored entity and scheme respectively, are considered to be playing vital roles in

these two important thematic issues that have direct bearing on climate resilience at rural context.

These two agencies are common for all the three participating states and hence a concerted effort at

national level should be made to get these two agencies into the fold of CCKN-IA consortia and Hub-

Spoke model.

3.1.2 Overview and characterization of Technology Service Providers

As already stated, out of 10 shortlisted agencies for the state level consortium, a few of them are seen

delivering multiple roles with overlapping services output in climate change adaptation and climate

resilient agriculture scenario. Technology service providers can be together seen with the knowledge-

information disseminators in the same broad categorisation.

Call Centre comes in 3 categories:

Physical Call Centre is a “normal” call centre as we know from day to day life, with high end

infrastructure and agents sitting 24x7 on desk to resolve queries

Cloud Call Centre is a call centre where, physical infrastructure is totally removed as to save

money and initial interaction to customer is handled by computer operated IVR (Interactive

Voice Response) and response are provided from a server based database. In case a query is

not resolved it is then forwarded on mobile to a relevant Subject Matter Expert

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Hybrid Call Centre is mix of both above, call centres to save money in terms of high end

infrastructure and also give feel of human interaction.

IVR stands for Interactive Voice Response, which is a computer operated series of options,

where each option leads to another option or final answer. The caller has to provide entry with

numeric numbers as their desired query or question.

Mobile Apps is any kind of application, which can run on mobile as an Application (Apps). This is

not limited to high end smartphones, since basic phones even can run Apps through applying

USSD (Unstructured Supplementary Service Data) as well. USSD derives data in real time based

on input from users mobile App. There are various USSD based Apps running on mobiles, mostly

used to check talk time balance in mobile phones.

Out Bound Dialler Calls are bulk voice calls to users to inform about any information, provided

by MNOs (Mobile Network Operator) or VAS (Value Added Service). In farming practice, many

service providers use OBD as first mode because it can be understood by illiterate and provided

in local dialects.

Print Media disseminates any content on paper either on national or local level. Newspapers,

magazines, tabloid or A4 size content pasted on walls will come in this category.

Radio; Agro-advisories and agro related programmes aired on radio will come under this

category and community radios will be used more preferable over national radios to reach

farmers because in community radio villagers relate themselves and its widely listened over

National Radios.

SMS stands for Short Messaging Service, which can be received through mobile phones. This

technology is widely used in the service industry.

Videos are best way to show any activity which can be understood in a few minutes as live

example in local language.

Village Information Centre a physical hub established in village to give various to farmers, such

as live video shows, access to internet, and availability of print materials as well as personal

interaction.

Training programmes personal contacts, field visits and training sessions on agriculture,

livestock, and forestry programs are some of the means that are used to disseminate information

to farmers in the rural area where penetration of technology and literacy level is low.

Out of 10 shortlisted agencies, all are found to be involved disseminating knowledge/ information

contents through one or multiple channel. Some are directing their channels of communication to

specific target audience and their communication process is occasion specific, not continuous. IMD,

KCC, OUAT are targeting more or less a mass community, public service mode; whereas m-KRISHI,

DG, PRADAN, IKSL have their defined clientele base unique to each, both geography and technology

specific.

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Table 6: List of shortlisted technology service providers & information disseminators for SWOT

analysis

Uni

que

ID.

Organisation Communication Channel

Cal

l Cen

tre

IVR

Mob

ile A

pps

Out

Bou

nd D

ialle

r (V

M)

Prin

t Med

ia

Rad

io/ T

V

SM

S

Vid

eo

Vill

age

Info

rmat

ion

Cen

tre

Web

Sys

tem

/ Pla

tform

Tra

inin

g &

Cap

acity

bu

ildin

g th

roug

h o

n-fa

rm d

emo

1 OUAT ● ● ● ● ● ●

2 IMD, Bhubaneswar ● ● ● ● ●

3 &10 IKSL-KCC ● ● ● ●

5 NeGP-A ● ●

11 IMAGE ● ● ●

12 PRADAN ● ● ●

15 TCS m-KRISHI ● ● ● ●

18 Digital Green ● ● ● ●

23a KVK & RRTTS Dhenkanal

● ● ● ● ● ●

23b KVK & Pulse Research station, Ganjam

● ● ● ● ●

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3.2 Overview of SWOT

3.2.1 SWOT of authorized primary content providers

Table 7: SWOT of primary content providers

Uid. No.

Organization Strength (Internal)

Weakness (Internal)

Opportunities (External)

Threat (External)

1 Orissa University of Agriculture & Technology

Agro-climatic Zone specific Research on Varieties and Agricultural Practices related to climate vulnerabilities. Involved in preparing and disseminating Agro-Advisories. Good network of field-level institutions. Integral part of existing networks

Very little coordination with other state players- NGOs, ICAR centres including Dept. of Agriculture in terms implementing its own projects in isolation. Timely updating IAAS bulletins as per mandate is not very much in line. Hyper-localised situation/ demand specific advices not generated

Can provide appropriate technologies and practices to the network and field demonstrations Can act as central node for issuing agro-met advisories and farmers query resolution point Can prepare research / model / pilot project proposals and implement them under NMSA

Overburdened experts may find it difficult to be dedicated to the consortium

2 India Meteorological Department, Bhubaneswar centre

Authorised Central agency providing Weather based services to Government and Private sectors. Agro-Meteorology Division deals with weather forecasts, weather and agro-advisories. Integral part of existing networks

Proper day to day care and maintenance of equipment installed in districts and coordination with other state agencies is bit a concern SMS alerts and IVRS not fully regularised Inviting user feedback and building upon local knowledge to improve advisory services is not in vogue

Has resources and infrastructure for localised observation, data recording and forecasting Could play significant role in providing customised weather, climate and extreme events forecast through models which could then be superimposed on agro-ecology to create relevant advisory

Understaffing and non-availability of scientific man-power at the centre

18 Digital Green An International NGO specialised in preparing community led videos (short films) shot on improved practices from variety of rural livelihoods support systems and projected through a

At present not operational in pilot districts Not part of any existing consortium, undertaking funded projects in isolation

Can provide a platform where already tested practices on crop, livestock, fishery and related can be replicated / advised to pilot districts

No demonstrated association with Public-Private-Partnership mode Require considerable funding for association with project

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Results

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Uid. No.


Weakness (Internal)


Threat (External)

battery operated hand-held Pico projector Very effective methodology - adoption rate of practices, messages is high as strong follow up and feedback, learning mechanism is in place

with NGOs Require meticulous, concentrated and continuous effort with communities for effective implementation of DG promoted extension strategy

Strong interface with farming communities can help the CCKN-IA network perform capacity building initiative as well as retrieve farmers feedback

17 IIT, Kgp & Bbs State of art research and education institute of international reputation Proven research findings and models with strong scientific basis available. The same can be customised as per local situations Can play key actor as resource agency and knowledge partner

Mostly research bent of mind and little familiarity with social contexts in rainfed farming situations

Can provide quality research output & content related to Climate Change, Weather variability, Climate smart agriculture and natural resource management Can provide decision support systems for climate induced variability for the network & provide working Crop-weather models for KVK/ RRTTS & Block Agriculture officials

Needs financial support for collaboration with CCKN-IA / NMSA

23a & 23b

KVK, Ganjam-I/ Dhenkanal & RRTTS, Dhenkanal & Pulse Research Station, Berhampur

On-farm varietal trials, Front line demonstration, ACZ specific technology validation (from lab to land), Training to farmers

Limited human resources (scientists, researchers, field agents) to undertake demand specific driven research training reaching out to farmers

Can provide appropriate dissemination strategies and farmers awareness drive on CCA and information sharing. Can act as a point in the network and to support field demonstrations and undertake implementation of crop specific contingent measures in respective districts Can assist in preparing Block Profile and Action Plans under NMSA – CCSAMMN Can bring in NICRA learning from neighbouring KVK of Ganjam

Needs financial support for collaboration with CCKN-IA / NMSA Frequent transfers of scientists

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Results

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3.2.2 SWOT of Technology providers

Table 8: SWOT of technology service providers

Uid. No.


Weakness (Internal)


Threat (External)


Integral part of existing networks and supports KVKs, IMD, IKSL-KCC, TCS m-Krishi through providing of agro-met advises and referral services Operates Agriculture Technology Information Centre for farmers and Gender Resource centre for women empowerment

Regularity and timeliness & completeness of services is a concern

Linkage with CCKN-IA will extend reach of network and also reach of OUAT

Will need financial support

2 India Meteorological Department, Bhubaneswar centre

Existing web-based platforms, SMS services to farmers

IVRS & SMS services not optimally operational

Linkage with CCKN-IA will extend reach of network and also reach of IMD


3 IKSL

Provides OBD services to farmers across the state. Integral part of existing network. Linkage with MoA.

One way message delivery and ever increasing call drop and diversion of Airtel (green SIM) customers to other operators

Linkage with CCKN-IA will extend reach of network and project can leverage huge customer base of IKSL

Fast losing customer base and

too much generic and non-

relevant messages delivered

5 NIC sponsored

National e-

Governance Project

on Agriculture

(NeGP-A)

Has extensive internet services and web based platform opened up for government sector Acts as a repository of information and knowledge sharing platform with restricted access

Too much administrative protocols for system administration and web access Protection and security of e-environment, database are of a bit concern

Linkage with CCKN-IA will help a well laid out IT infrastructure and hardware components available for information dissemination and knowledge repository

Will need financial support &

strong policy support for

association

10 KCC

Physical Call Centre services to farmers across the state.

Farmers at large still are unaware about the facility and free Toll free access Callers get stuck with jamming of Toll free line

CCKN-IA can provide training and access to online repository and provide Crop-weather-market related information

Fast staff (SMS) turn over and

have affixed mandate

15 TCS m-KRISHI

Innovative technology model Linkage with WB (GEF) under NAIP,

No service charge is levied on the users for VAS.

Works in Chatrapur Block, Ganjam and has farmers group and presence

May need financial support

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Uid. No.


Weakness (Internal)


Threat (External)

ICAR Odiya version of advisory through SMS. Mobile Apps for selective mobile handsets. IVRS for query registration and guaranteed query resolution

Formal association with OUAT & CIFA needs further commitment from the experts A post-project community based model is to be thought of.

m-Krishi web console and mobile apps could help project’s IT integration

Project mode approach

22 PRADAN

Strong Community centric NGO having trained and experienced personnel

Implementing directly with rural/ rainfed

communities- SHG nurturing, Natural

resources management, Livestock

development, Forest based livelihoods,

Micro-enterprise promotion, thematically

relevant for CCKN-IA

Farmer base and services restricted to project villages.

Linkage with CCKN-IA will extend reach of network and also reach of PRADAN It can help CCKN-IA on farmers training and awareness building PRADAN with years of experience on ground with local communities will provide a solid base for launching of Skymet collaborated CCA and knowledge information project

Will need financial support and

may require firm commitment

from project

23a & 23b

KVK, Ganjam-I/ Dhenkanal & RRTTS, Dhenkanal & Pulse Research Station, Berhampur

Existing web-based platforms, SMS services to farmers & Imparting training & producing IEC materials for farmers

Restricted farmer base; slow reach out to farmers

Linkage with CCKN-IA will extend reach of network and also reach of KVKs


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Assessment

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CHAPTER

CHAPTER

4 Assessment

The shortlisted organisations present a good mix of primary content - and technology service providers

across the various domains relevant to CCKN-IA framework and NMSA–CCSAMMN convergence.

4.1 Primary content providers

4.1.1 Weather and climate

Based on the domain of expertise, India Meteorological Department (IMD) is the premier agency that offers

weather forecasts in Odisha. It is a Government of India organization and has MoU with Orissa University

of Agriculture & Technology (OUAT) under Gramin Krishi Mausam Sewa for issuing agro-met advisories at

district level. Under 10 AMFUs in each agro-climatic zone, agro-met advisories along with crop-weather

outlook is prepared by Agro-met department of OUAT zone wise applicable to respective districts under

these 10 zones. Regarding the cost, IMD provides weather forecasts and agro advisories free of cost. IMD

is at present an important stakeholder in Odisha which is currently providing weather updates and forecast

to OUAT and RRTTS, and IMD, Bhubaneswar centre proposes to bring daily observations on 8 weather

parameters as close as block scale soon with AWS installed. Major AKIN players like IKSL – KCC, m-

KRISHI also depend on IMD for weather data. The agency is likely to install 4 Doppler radar system in

Odisha that would give improvised prediction of extreme weather events. Weather forecasts are currently

being issued at district level. Block level forecast will improve the quality of IMD forecast. Hence bringing

IMD into the CCKN-IA consortium network would help immensely.

Hence, it can be proposed that IMD can be important stakeholder that can provide weather forecasts and

prediction models to CCKN-IA network. The Director of the centre is very positive to contribute to proposed

network with all possible resources.

4.1.2 Agro advisories

In fact OUAT (Agro-met department) is responsible organisation for the preparation and dissemination of

Crop-Weather advices for the state. The Professor & Head, Agro-met dept. of OUAT is the Principal Nodal

Officer for the state. In this pursuit the work has been delegated to each of 10 RRTTS (as per agro-climatic

zones in Odisha), having a point person (Technical Officer, RRTTS) responsible for accessing the weather

database from IMD centre and preparing weather bulletins and integrated agro-met advisory on weekly

basis, generated and uploaded on every Tuesday. A short text message of 160 character is also triggered

through the system to registered farmers, district officials, KVK and other important stakeholders. The

weather bulletin does have past week’s weather observations (actual), next 5 days’ anticipated readings of

8 weather parameters (rainfall, min & max temp., min & max relative humidity, cloud cover, wind speed &

wind direction). Similarly the agro-advisory comprises of suggestive package of practices for standing crop

in local situations, plant protection measures, specific prescriptions for any alarming or stress situations

(dry spell, excessive rain, pests & diseases, etc.). Some advises are projected on livestock management

and fishery aspects.

This particular service is of immense help to the farmers even though largely the advisory and bulletins are

uploaded on the OUAT website and agri-met site of IMD web and hence farmers accessing those is a big

questions. Limitation in SMS service in Odiya font is still to be addressed. Hence OUAT being a proposed

partner for the network would add tremendous value to the system and there are obvious gaps and scope

for plugging through CCKN-IA technical framework.

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4.1.3 Market

Commodity prices and demand- supply information along with futures in agriculture market is being

currently provided by OSAMBOARD (an agency under dept. of Cooperation, GoO) portal in Odisha State

linked through AGMARKNET portal. AGMARKNET is a Government of India portal and it could be used as

an important stakeholder at National level CCKN-IA Network as it is already being used by many service

providers for Mandi rates and product availability. There are quite few features already built in

AGMARKNET portal which needs to be activated for Odisha. This project can a play a vital role in doing so.

4.1.4 Agriculture Insurance

AIC is the only single largest government organization that provides crop insurance under three products –

NAIS, MNAIS & WBCIS. Though there a few private insurance players but their stake is low. AIC can be

included at the national level consortium to look at all the three states.

4.1.5 Crops/ Package and Practices

OUAT has the primary domain knowledge for agriculture, livestock, fishery, horticulture, forestry, soil water

conservation and farm machinery and post-harvest technology. As it’s a state agriculture university,

recommendations of OUAT are considered primary and authorized. OUAT covers the pilot districts and

provides a whole range of services to the State Agriculture Department, IMAGE, KVKs, RRTTS, NGOs and

farmers. It is also engaged with research on crop varieties, package of practices, horticulture and livestock.

Both KVKs, Dhenkanal & Ganjam-I are in control of OUAT, engaged in conducting on farm trials (OFT)

and frontline demonstrations (FLD) and conducting research on crop varieties in their respective districts.

Their knowledge and learning can be a part of crops knowledge domain. Similarly RRTTS, Dhenkanal &

CPRS, Berhampur being the off-shoot of OUAT has the mandate to conduct technology modification and

transfer as per the local needs. Bring these agencies into CCKN-IA fold would add value for creating

contents that are situation specific and highly local relevant. Further IITs mentioned would provide

knowledge and training support to the consortium and experts on thematic issues.

4.1.6 4.1.6 Horticulture & Forestry

OUAT has the mandate of teaching, training and researching both horticulture and forestry subjects both in

individual capacity as well in collaboration with some credible institutions (ICAR promoted) such as IIHR

Experiment station, CTCRI and Dept. of Horticulture, GoO. Hence OUAT being a consortium knowledge

partner would try to rope in expertise from these institutes whenever required. Horticulture and agro-

forestry plays an important role under growing clout of weather unpredictability in the state.

4.1.7 Soil Water Conservation, Farm mechanisation & Post-harvest Management

OUAT together with IIT, Kgp. in the proposed network partnership can provide rich contributions in the

CCKN-IA knowledge domain. Both these institutes have in-house research and development facilities

topped with technology transfer track. These thematic aspects have overbearing role in climate change

adaption process at community level.

4.1.8 Livestock & Fishery

As a State Agriculture University, OUAT has the streams of Fishery science and Animal Husbandry as core

teaching and research areas. The years of experience in Odisha being complemented by the ICAR

institutes like CIFA and state agency like OLRDS, OUAT is likely to bring updated and value added

services for the rural communities of Odisha. It has updates and standardized package of practices

concerning feeding, management, and health coverage including disease diagnosis, breeding strategies,

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reproduction and livestock and poultry production technology. Similarly CIFA has repository of field based

knowledge and experience in promoting inland fishery, which is one of the prime alternate avocation for the

rural communities in Odisha.

4.1.9 Government programs

IMAGE, an autonomous agency under the Dept. of Agriculture (AGRISNET) and newly launched NeGP-A

have the potential to reach out to the rural mass with details of various government promoted schemes,

salient features, eligibility criteria, subsidy and scheme benefits etc. With these agencies in the CCKN-IA

fold would definitely help the framework serve its purpose.

4.2 Technology service providers

4.2.1 Kisan Call Centre

IKSL manages the Kisan Call Centre. Quite a few farmers use Kisan Call Centre toll free number

(18001801551) to get agriculture and allied information. KCC has subject matter specialists and is online

operational between 6 am to 9 pm. Further, IKSL services has team of agriculture experts to respond to

farmer’s query, though the helpline number is not a toll free option. However, awareness of farmers related

to Kisan Call Center is limited in Odisha and few farmers’ access services from the Kisan Call Center.

Further, OUAT has an ATIC (call centre and touch screen facility) being facilitated by the multi-disciplinary

team is functional at the Directorate of Extension Education. Similarly Directorate of Agriculture & Food

Production has opened a helpdesk/ call centre for Integrated Disease Pest Management with a helpline

number.

NeGP-A also intends to develop a Call Centre that will provide information to the farmers. However, NeGP-

A is yet to start the development of Call Centre in Odisha or may use any of the existing facility.

4.2.2 IVRS

IKSL- KCC has an IVRS that guide users through various steps to connect to human interface or retrieve

OBD messages or record queries in offline hours. Similarly IMD has helpline (toll free) that gives options for

receiving information on daily region specific weather updates. TCS promoted m-KRISHI has the option of

IVRS for its registered customers from Ganjam district who have the mobile apps downloaded in the

handsets. A private firm HandyGo has IVR option in Odiya vernacular which guides the users to access

very generic type of agro and allied information besides weather updates on pin code basis.

4.2.3 Mobile App

At present only m-KRISHI is providing mobile apps for the registered farmers of coastal block of Ganjam

district. Designated mobile handsets can download this app and run the module for accessing various

stored information in Odiya relating to agro-advisories and weather.

4.2.4 Out Bound Dialler (OBD)

IKSL is providing this service at present where at least 5 voice messages are triggered to customers placed

in different hierarchy (region, crop, practices etc.)

4.2.5 Print Materials

Print media and matter in the form of literature, leaflet, booklets, pamphlets, etc. are the potential medium

of information dissemination used by KVKs, OUAT, Govt. departments and NGOs.

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4.2.6 Radio

It is being used by a few agencies such as state departments, IMD and OUAT to air some programmes on

fixed time and message triggers during the time of weather extreme events and crisis. Community radio

launched is not in operation.

4.2.7 SMS

Being used as medium of information by agencies such as OUAT, IMD, RRTTS, mKRISHI mobile agro-

advisory services, AGMARKET, AGRISNET (NIC proposed NeGP-a), etc.

4.2.8 Video

This medium has been successfully utilised by Digital Green (DG) through community video mode project

short films through battery operated Pico projectors, DG has been able to reach out to the rural

communities. Films on video CD has been also utilised by OUAT, KVK/ RRTTs and other agencies quite

successfully.

4.2.9 Village Information Centre

Village information centre or the likes Common Service Centres are found established in many villages. But

in very few places those facility centres are being put to appropriate use of learning and training purpose.

Under e-Governance project of GoO wide area network and facility of computer, peripherals and internet

connectivity up to GP level is ongoing at present. This facility can be utilised by CCKN-IA network.

4.2.10 Web Based Portals

Almost all the agencies have got web portals that serve as potential platform for information dissemination

and knowledge platform with some having interactive forums for the users to share feedback and improvise

URL efficacy.

4.2.11 Training Programs

Both government and non-government bodies (KVKs, Agriculture dept., PRADAN, DG and other local

CSOs) have preferred to use this method as primary method to impart knowledge and disseminate

information to target communities as the adoption rate of information in practice by the trainees is highest in

this form of extension process.

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CHAPTER 5

Recommendations for Odisha

CCKN-IA PROJECT


CHAPTER

CHAPTER

5 Recommendations for Odisha

Based on the assessment of primary content providers and technology providers, it is recommended that the

following organizations can be part of the CCKN-IA network for Odisha.

Figure 1 CCKN Identified partners

Figure 1 depicts all the partner agencies shortlisted through detailed SWOT analysis in the state are

proposed to be part of a state level consortium under CCKN-IA network. The Department of Agriculture

would be the principal coordinating agency from the Government of Odisha side creating a platform for all

these agencies to cooperate and coordinate with each other delivering the purpose of proposed information

knowledge network.

Climate Change Knowledge

Network in Indian Agriculture

IFFCO Kisan Sanchar Limited-

Kisan Call Centre

Orissa University of Agriculture & Technology

PRADAN, NGO

Institute on Management of Agricultural

Extension (IMAGE)

Indian Institute of Technology, Kgp & Bbs TCS

promoted mKRISHI

India Meteorological

Department

Digital Green, NGO

National e Governance

Plan for Agriculture-

NeGP-a

KVK, RRTTS & CPRS (Ganjam & Dhenkanal)

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Table 9: Domain of Expertise of CCKN-IA Network organization recommended at Odisha

U.ID Organization Domain of Expertise


Only SAU in the state having mandate of imparting teaching, conducting research and organize demonstration and training on agriculture and allied subjects such as horticulture, forestry, soil water conservation, post-harvest management and fishery and livestock development. Its region specific research outputs in terms of technologies and varieties / crops are of importance. Taking help from IMD it is in the business of preparing and disseminating integrated agro advisory services through various modes- web, bulletins and SMS.

2 India Meteorological Department, Bhubaneswar Centre

Premier state agency under control of GoI is responsible for providing weather based services for the entire state having MoU with OUAT, IKSL-KCC, mKRISHI etc. for making use of weather data and forecast. It is the only agency in the state that has capability and authorization to disseminate various data and forecast on weather. It projects short-term, medium term and long term weather forecast and regular bulletins and estimations during extreme events. Uses various models, satellite images and Doppler products for accuracy of prediction.

5 National e Governance Project on Agriculture- NeGP-A

Development of comprehensive state portal for 12 cluster of services (Weather Forecast, Market prices, drought management etc)-Dissemination mode of NeGP-A will be block level Agricultural Technology Information Center (ATIC), which can be the platform that CCKN-IA network can make use of.

11 Institute on Management of Agricultural Extension (IMAGE)

A state level autonomous institute under the Dept. of Agriculture, GoO that caters to all training needs of stakeholders on agriculture and allied subjects. It has got a pool of resource persons from various disciplines, training infrastructure and being the nodal agency to coordinate sponsored schemes- RKVY, BGREI, BKKY etc. and ATMA related activities with all districts. The institute has been assigned to house state CCKKN-IA cell in its premises.

12 Professional Assistance for Development Assistance (PRADAN)

Is a national level NGO has a wide presence and involvement with development projects in Odisha. Strong orientation of the organization on agro-based livelihoods issue and non-land based support systems for the rural communities puts it in a firm position that direct training and demonstration it does with communities have a strong relevance in CCA. Possibly it is going launch a climate change adaptation and knowledge management project

3 & 10

IFFCO Kisan Sanchar Limited (IKSL)- Kisan Call Centre (KCC)

It is the only agency which has the largest reach out to farmers in terms of mobile subscribers (green SIM) or toll free helpline of KCC. It has in-house expertise (SMS) and technological infrastructure to respond to the queries of farmers in real term basis also to prepare necessary content of agriculture and allied advices.

15 Tata Consultancy Services promoted mobile Krishi (mKRISHI)

A TCS run project at present being undertaken in 5 coastal blocks of Ganjam. Various services provided by the project are mobile agro- advisory services, help line number with IVRS, accessing weather and crop based information thru mobile apps. SMS generation in Odiya font and query resolution by experts from OUAT, CRRI & CIFA. Has some innovative features such farmers can send MMS or picture message to the service provider on pest/ disease symptoms

17 Indian Institute of Technology, Kgp & Bbs

Premier research and education institutes of the country have Agriculture and allied and Climate science departments. Have state of the art facility to conduct quality research and already possessed some useful technologies, models and products that can help CCKN-IA stakeholders practice CCA and CSA . The crop-weather decision support systems can be successfully utilized in the project.

18 Digital Green (DG) Has a strong presence in some pockets of the state with a very unique community driven extension model – videography, film shows through pico projectors. Very farmer friendly especially gender focus in approach and high degree of adoption rate of message by the viewers.

23 Krishi Vigyan Kendra & RRTTS / CPR Being part of SAU these institutions have the expertise and mandate of

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U.ID Organization Domain of Expertise

conducting local specific field trials and demonstration and application of technologies into farmers’ field situation for successful transfer and customization. KVKs also conduct various training and capacity building initiatives for the farmers.

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Table 9 presents the domain of expertise of organizations recommended for CCKN-IA network in Odisha.

This recommendation does not mean that rest of the organisation have been eliminated, they are still

retained on the list and will be considered appropriately while finalising with the State Steering Committee.

Table 10: Suggestion of specific organizations for specific roles in CCKN-IA Network at Odisha

U.ID Organization Primary content provider Technology provider

1 OUAT Engaged in ICAR supported research and training specific to agro-climatic zones of CCKN-IA districts.

Provides relevant content and agro-advisory services through communication channels: Web bulletins, SMS, Radio, Print media and IEC materials

2 IMD, Bhubaneswar Generates weather and climate information and agro-advisories for Pilot districts

Provides information through SMS, IVRS and Web-portal. Integral part of existing networks

5 NeGP-a - Can provide seamless information transmission and storage through IT infrastructure at State, district and block level initially, may extend up to GP level

11 IMAGE - Housed CCKN-IA state cell. Organise state level trainings, workshops and provide convergence platform at grass-root level through ATMA and other centrally sponsored schemes in pilot blocks

12 PRADAN Tested models on soil water conservation, livestock/ fishery development, agri-horti and forest based livelihoods promotion options can be replicated in pilot blocks

Provides strong interface with grass-root community and can be involved in training and demonstration. Can act as an intermediary in information dissemination and awareness creation in CCKN-IA operated framework

3 & 10 IKSL-KCC Develops region and crop specific messages on OBD. KCC’s farm tele advisors responds farmers queries over helpline

Provides information to registered farmers through OBD. Farmers can access KCC Call Centre for specific queries. Closely linked to Dept. of Agriculture, & Dept. of Fisheries, GoO, OUAT, IMD & INCOIS.

15 TCS mKRISHI - Provides crop, weather, and market information to registered farmers through SMS, IVRS and mobile apps.

17 IIT, Kgp & Bbs Create quality research products (Crop-weather models), decision support systems and can act as knowledge partner. Impart training to state and district level consortium partners

-

18 Digital Green Short videos drawn from community based improved/ successful practices overlaid with local context and language

Dissemination is done through Video shows and personal interactions/ farm demo

23a KVK & RRTTS, Dhenkanal Engaged in specific research and technology demonstration under sponsored research

Provides relevant content through communications channels: Call centre, Radio and Print media, Web bulletins, SMS, Radio, Print media and IEC materials

23b KVK & Pulse Research Station, Berhampur

Engaged in specific research and technology demonstration under sponsored research

Provides relevant content through communications channels: Call centre, Radio and Print media, Web bulletins, SMS, Radio, Print media and IEC materials

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Table 10 categorises the shortlisted agencies into two broad categories of service delivery process based on

their core expertise and organisational strength. Many of the organisations serve both domains which have

been decided based on their activities and service delivery mechanism.

5.1 Specific Recommendations for individual AKIN players after detailed SWOT analysis

5.1.1 Recommendation for IKSL:

Given the above description on SWOT and detailed review of the functioning of IKSL, it is recommended that

IKSL is a formidable player in Odisha that could be included as a potential player for CCKN-IA consortium.

The advantages would be: IKSL can serve as platform for disseminating credible, timely and situation

specific customised information to farmers/ rural mass to be targeted under CCKN-IA (we would get a very

wide coverage and target population).

5.1.2 Recommendation for KCC:

Given the above description on SWOT and detailed review of the functioning of KCC, it is found that KCC

provides a unique platform for providing mostly farm solutions to the community through real time query

resolve process. This forum can be utilised for CCKN-IA as potential source for agriculture and weather

based information dissemination for the rural communities. The subject matter specialists of KCC can be

imparted adequate capacity building exposure to gain up-to-date knowledge base and access to information

pool/ decision support system (proposed to be developed) of CCKN-IA in the discharge of day to day

functioning of KCC.

5.1.3 Recommendation for DG:

In view of detailed SWOT analysis review of the approach and implementation modalities of DG in Odisha, it

can be recommended that this organisation looks promising in terms delivering a unique model of extension

services and attempts behavioural change of farming community especially women. This model can be

improved upon with topping over climate / weather related information and crop specific advisories from

proposed CCKN-IA framework. DG will have niche in the consortium, having to play a specific non-

overlapping role altogether. CCKN-IA would better make use of strong presence, network and already

organised communities in parts of the state.

5.1.4 Recommendation for PRADAN:

Given the above description on SWOT and detailed review of the functioning of PRADAN, it is further

recommended that the agency could be tapped as a partner in the consortium as implementing partner truly

engaged in providing extension services to rural communities. The strong base of SHGs, Farmers groups,

Micro-enterprisers groups and proven technologies (Soil water conservation, SRI, WADI models etc.) could

be further value added and standardised as CCA tool. PRADAN would effectively play an agency

responsible for dissemination of weather and crop based knowledge information streams under CCKN-IA.

5.1.5 Recommendation for OUAT:

Drawing from track record of activities and domain expertise, OUAT can be attributed two roles – Knowledge

Generator and Content Developer. The first role would provide value added research findings, local specific

technologies/ practices/ varieties/ recommendations for being climate smart. After validating and ground-

truthing, these raw recommendations can be translated into specific contents in packages for farmers to be

disseminated for adoption. OUAT has to play both Reactive as well Proactive roles. Proactive role envisaged

would ensure that the Resource Pool shall update itself based on concurrent developments and come out

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CCKN-IA PROJECT


with recommended measures for the farming community. Reactive response would address the real-time

queries and suggest solutions as per requirements arise from time to time from participating farmers.

5.1.6 Recommendation for IMD Centre, Bhubaneswar:

Based on the mandate and areas of expertise, IMD, Bhubaneswar would play a pivotal role in the proposed

consortium. Weather/ climate forms the basis of this project and information knowledge sharing is the heart

of the network. IMD is the only authorised agency responsible for producing weather / climate related

information and knowledge repository. Together with SAU and other agencies it will add value to network.

Mostly IMD shall play the role of content developer creating feed on weather updates, climate extremities

and early warning measures and serve basis for preparing crop-weather outlook and weather related

contingent planning on different livelihoods support systems by different other agencies for rural mass.

5.1.7 Recommendation for KVK & RRTTS:

Based on the mandate and areas of expertise, KVK & RRTTS can play an important role in the proposed

consortium. KVKs can render support in agro-met advisory services, help Climate Change facilitators

disseminate the crop advisory bulletins and ensure its implementation and subsequent feedback from the

farmers. RRTTS can be assigned to undertake local specific trials and pilot testing of recommended climate

resilient technologies both in the experiment station as well in farmers’ fields to judge the efficacy and

applicability of the scientific findings.

5.1.8 Recommendation for TCS promoted mKRISHI:

mKRISHI has demonstrated a technologically sound model of mobile based agro advisory system. The

process has end-to-end business model, the technical adaptations and business model can be scalable to

create a positive win-win situation for stakeholders. Some of the cutting edge features – picture messaging,

SMS in Odiya script and internally developed and patented Interactive voice response (IVR) type platform

called Packet interactive multimedia response (PIM2R) which uses the inexpensive data channel for

transferring rich content through mobile network is all need to be learnt and replicated in CCKN-IA. Close

coordination and cooperation between these two projects and a tie up with TCS innovation labs would

benefit CCKN-IA network immensely. Further TCS innovation lab’s senior officials are quite positive for

collaboration.

5.1.9 Recommendation for IITs:

IITs being premier research and development institutes in the country has the ability to contribute immensely

to the proposed CCKN-IA technical framework as resource organisation generating ideas, practices,

technologies and innovations and as back stopper facilitating training, skill building and handholding support

to implementation staffs of the project (CCKN-IA and NMSA). Various crop-weather integrated models and

decision support systems are all required from this resource organisations. They can also play a role of

content validator.

5.1.10 Recommendation for IMAGE:

IMAGE being a state level nodal agency for training and extension services would serve a platform for

CCKN-IA‘s state level forums and meetings. With manpower resources and funds under various extension

reforms schemes available, IMAGE can be moved to provide opportunity for CCKN-IA partners to carry out

some field level experimentation both on climate resilient technologies and information management systems

in the project pilot villages. The institute and the CCKN-IA cell can be a one stop information hub and liaison

centre for the CCKN-IA knowledge management framework.

35

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CHAPTER 5


CCKN-IA PROJECT


5.1.11 Recommendation for NeGP-A:

This project will build on a platform where a package of services, decision support and accessing of

information is possible through web platform and by means of other communication channels. CCKN-IA can

reach out to the mass through NeGP-A network in terms of availing its IT infrastructure spanning from the

state level up to Block level and human resources at each level who could in turn provide a strong platform

where information on CCA and CSA is ascertained.

On top this, the Dept. of Agriculture (Directorates of Agriculture & Food Production, Horticulture, Fisheries

and Animal Husbandry) shall have to act as a principal coordinating agency and prime mover to keep the

consortium players be in firm bonding to operate and deliver as per the assigned roles. It is this department

that would lay platform for all inter-departmental convergence and cooperation among various network

actors. The consortium initially formed at the state level would have its nodes in the two districts, coordinated

by respective DDAs. Consortium shall be formed after proper discussions with the partner organisations

once more on the role clarity, responsibility and compensation grounds. Thereafter, individual MoUs are to

be signed between MoA, GoI/ GIZ and respective organisation’s heads at national level. Similarly, MoUs

should be worked out and signed between DoA, GoO and OUAT, IITs, mKRISHI, NGOs etc. Then first

coordination meeting may take place to work out way forward and capacity building needs for the partners.

However, the list of partner agencies for CCKN-IA framework is not the final and closed, this has been

prepared based on the current scenario and information requirement. Subsequent consortium experience,

changing dynamics of climate induced variability context and lessons learnt would further guide the project to

revise the list and partners requirement in future. However, the suggested list of 10 AKIN players with their

possible roles shall have to be ratified in the forthcoming State Steering Committee meeting.

36

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CHAPTER 5


CCKN-IA PROJECT


37

37

ANNEX 1

CCKN-IA PROJECT


Annex 1: Short list of organizations retained as potential

partners of CCKN-IA

38

38

ANNEX 1

1 - Orissa University of Agriculture & Technology (SAU)

CCKN-IA PROJECT



A) CONTACT

Prof. Manoranjan Kar Vice-Chancellor OUAT, Siripur,, Bhubaneswar-751 003 Phone:- Tele fax -: 91-674-2397780 Email: [email protected]

Dr. S. N. Pasupalak, Head, Dept. of Agricultural Meteorology, College of Agriculture, OUAT (Agro-meteorologist & Nodal Officer) Gramin Krishi Mausam Sewa India Meteorological Department Orissa University of Agriculture and Technology Bhubaneswar-751 003 Phone: 0674-2397046, Fax No.(0674)-2397186, E-mail:[email protected]

B) CATEGORY: Knowledge Generator & Technology Developer / Validator – mandated to conduct

research & transfer technology to grass-root level through KVKs

C) ORGANISATION DETAILS: The University took its birth on 24th August, 1962 with mission To

start a coordinated system of agricultural education, research and extension, suiting to unique

needs and requirement of the farmers of Orissa with the aim of contributing to the overall

agricultural development of the State by way of developing quality professionals in the areas of

Agriculture and Allied Sciences, conducting demand driven research, fine tuning technologies and

capacity building of farmers/ farm women to facilitate adoption, besides providing consultancy and

advisory support to the farmers., Government, NGOs and other organizations involved in the

agricultural development of the State.

D) ACTIVITIES: training and research in agriculture and its allied fields.

E) OUTREACH OF ACTIVITIES: All over state

F) APPLIED TECHNOLOGIES: Graduating degree holders (professionals) from agriculture and allied

streams to serve the state & country. Research outputs in terms of technologies developed-

Climate resilient Practices, Products generated – Seed/ germplasm variety/ cultivars, training and

extension services to farmers are the primary contributions

G) COMMUNICATION CHANNELS: Education, research, Agro-met,

H) BUDGET / FINANCIAL RESOURCES: Backed by ICAR funding on research and extension. State

funding under planned outlay. Consulting by teaching and research staffs and other funding

sources- Private firms and institutions. The University provided professional consultancy service in

the field of Agriculture and allied sectors to various government and non-government agencies

through its Agriculture Consultancy Support Service Cell (ACSSC).

39

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ANNEX 1


CCKN-IA PROJECT


I) SWOT: Odisha Agricultural University.

Supportive Negative

Inte

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Strength: - Capacity: In-house research (labs & experiment plots) facilities and

through funded project R&D provision. Own infrastructure and human resources available

- Key Player in Existing and working Network: Only Agriculture University in the state and responsible for Crop, Livestock, Fisheries development along with Weather Based Farm Information and Advisory systems

- Thematic Relevance: Providing research findings and developing contents on highly relevant themes as far as CCKN-IA is concerned Strong potential for trying out recommended practices on ground in farmers field situation. Already tested research results and proven technologies/ varieties can be tapped for readymade content and advisory dissemination

- Quality of Services: High quality with Demonstrated result based success in assuring livelihoods support for rural households

- Service Charge: No charges as such from direct users but most of the services rendered by OUAT are result of sponsored project.

- User-friendliness of information: Agro-met advisory generated are circulated and uploaded in Odiya version also. SMS services to farmers is also a good way to each out to farmers. Experts from OUAT serve as resource persons for addressing of unresolved queries at KCC, IKSL & m-Krishi forums.

- Sourcing of information & content development: Training, demonstration measures and capacity building initiative is a part of programme execution. Responsible for generating crop-weather outlook, agro-met advisories including Fishery & Livestock issues on weekly, monthly basis, district wise

- Organisational set up & networking skill: Strong and well laid out organisational structure and administrative set up with huge teaching, research, extension and support staffs located at each institute. Being only SAU it has the luxury of getting funds and projects from various (mostly government sources) - ICAR, ICRISAT, IMD, GoO, etc.

- MIS & monitoring system: Internal review, planning and monitoring system exists. Project based monitoring and reporting is complied.

Weakness: - Regular updating of AAS bulletins

and weather forecast trickles is not done on the OUAT as well as IMD Agrimet websites Integrated Agri-met Advisory Service bulletins are at best now disseminated agro-climatic zone wise which is still far macro-level and need local specificity .

- SMS sending is not done properly and regularly

- Impact led quality research to be feasible with rainfed farming system and affordable for marginal farmers situation is need of hour – which is not the case now

- Dynamism in adapting to changing scenario and catering to up-to-date information requirement keeping in pace with development across the globe/ country is a challenge

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - Being present in all districts and mandated with teaching, research

and extension, CCKN-IA can rope in OUAT’s human resources and physical infrastructure and make use of knowledge repository.

- OUAT’s Agro-Met dept. has suggested a group of knowledge management specialists drawn from various domain- Agro-met/ Agronomy, Plant Pathology/ Entomology, Horticulture, Agricultural Engg., Veterinary science, Fisheries to serve as resource pool for consortium.

- OUAT’s role could be both content developer as well as knowledge generators for specific regions, farming situations, agro-climatic conditions and farmers demand specific.

Threats: - Amid the stated mandate of

teaching, research, the academicians mostly find themselves highly incongruent in consortium approach.

- Professional Commitment to be seriously involved and be readily available for responding to users queries is a big question.

40

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ANNEX 1

2 - India Meteorological Department, Bhubaneswar Centre

CCKN-IA PROJECT



A) CONTACT

Dr. Sarat Chandra Sahu

Director (I/C),

Meteorological Centre Bhubaneswar

Biju Patnaik Airport Bhubaneswar-751020. E-mail: [email protected] , [email protected], [email protected] Phone # 0674-2596093 / 2596214 Fax No.- 0674-2596010 / 2596116 / 2596093

B) CATEGORY: Technology provider. Knowledge Generator & Content Developer on Weather,

Natural Disaster, Climatic Extreme Events

C) ORGANISATION DETAILS: For IVRS Weather Information, Toll free: 18001801717

Bhubaneswar centre is responsible for recording weather based observations from its district

observatories or AWS, Automated Rain gauges and weather tracking instruments set up at

Bhubaneswar airport real time basis and then using satellite images, Doplar reports, Weather charts

generated at RMC, Kolkata and IMD, New Delhi and using some prediction models, past reports and

short term & Medium term forecast is generated. Generally Weather advisory and extreme events’

warning is generated and updates are made available to mass & electronic media twice a day at 1:00

pm and 8:30 pm.

D) ACTIVITIES

Services for resource poor communities

The mandates of the University as specified in the OUAT Act are as follows:

To make provision for education of the rural people of the State in agriculture and allied

disciplines.

Promoting advancement of research and learning to generate appropriate technology in

various branches of Agriculture and Allied Sciences.

To undertake extension education programmes in agriculture and allied disciplines of

agricultural production.

Such other activities as may be required in course of time for the furtherance of the objectives

of the University.

E) OUTREACH OF ACTIVITIES: All over state

F) APPLIED TECHNOLOGIES: IMD uses various thematic maps – weather based (rainfall, wind

direction, Atmospheric pressure) charts generated out of satellite images, Radar & Doppler

products. Data recorded from AWS is getting uploaded real time on server for analysis and

prediction. Various Numerical Weather Modelling

G) COMMUNICATION CHANNELS: open access website, IVRS, Bulletins, weather forecast.

H) BUDGET / FINANCIAL RESOURCES: Backed by MoES, GoI

mailto:E-mail:%[email protected]



41

41

ANNEX 1


CCKN-IA PROJECT


I) SWOT: IMD

Supportive Negative

Inte

rnal

Orig

in /

cur

rent

situ

atio

n

Strength: - Capacity: High quality infrastructure, instruments (AWS,

Observatories, Radar) with access to satellite products and IT software (Models, DSS). Potential to conduct research studies.

- Key Player in Existing and working Network: Undisputed leader in weather based information, climatology, Prediction and advisory services .Spread across the state having different stations and observatories

- Thematic Relevance: Providing data analysis and forecasting on highly relevant themes as far as CCKN-IA is concerned – weather, extreme weather events, natural calamities- flood, earthquake (analysis).

- Quality of Services: high quality implementation standards. - Service Charge: No charges as such, done on public service

basis. But long term data sharing involves some charges that is based on the type of users and purpose

- User-friendliness of information: Public and planners are provided customised information as per requirement. Open access information repository has helped many stakeholders create further knowledge information content. For example satellite images, weather charts and Doppler products are accessed by Skymet Weather, RML, Handygo (Pvt. Agency) to generate their customised products.

- Sourcing of information & content development: Information is generated on its own internal expertise based on data recording from various stations. Some proven best practices in Micro-enterprise promotion, on-farm water conservation and local situation resilient cropping practices are widely replicated.

- Organisational set up & networking skill: Strong and well laid out organisational structure and administrative set up with Managerial, Scientific, and support staffs located at centre. Though at present there are vacancies.

- MIS & Monitoring system: Internal review, planning and monitoring system exists. Data repository and time series observations archived in the site both on open access or restricted access are of vital use for planning and decision making

Weakness: - IVRS weather update service in Odiya is not

properly functional : SMS advisory services not followed up properly through AMFU centres on imd-agrimet site

- Completely one way message dissemination; need a feedback mechanism either human mediated or IVR driven. This would improve quality forecasting and hyper-localised

- Proper monitoring and up keeping of sophisticated equipment at stations and regular data logging and uploading / dissemination of forecast crop-weather outlook twice a week is a matter of concern

- Staff shortage and technical skill & up-gradation of knowledge base for the staffs is an issue

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - Being present in all districts and mandated with taking down

meteorological observations and making current analysis and forecasting, CCKN-IA can obtain quality database and forecasting products for agro-met advisories real time basis.

- IMD is planning to come out with models for crop yield forecasting and other ago-related advisories such as livestock management, Fisheries development, Pest- disease, nutrient, etc.

- IMD, Bhubaneswar centre’s role could be both content developer as well as knowledge generators for specific weather based and climatic information. IMD’s products could serve as inputs for various content development and preparedness strategies at community level and knowledge repository for the society

Threats: - Amid the stated mandate of its own grossly

understaffed organisation may find it a bit tight in consortium approach to deliver its outlined responsibilities

- Close cooperation among multitude of organisations with different mandates is a tough task.

42

42

ANNEX 1

3 – IFFCO KISAN SANCHAR LIMITED (IKSL)

CCKN-IA PROJECT



A) CONTACT

Shri R C Pattanayak

Sate Manager

Plot No- 412/1, Ground Floor,

Bomikhal, Cuttack Road

Bhubaneswar-10

Phone:- 0674-2549214, Mob:+917894407544


B) CATEGORY: Primary Content Provider as well as Technology Service Provider

C) ORGANISATION DETAILS

The JV is a step to address the information-communication gap among farming society through

reaching out to farmers with mobile (cellular) connectivity with messages customised to the needs of

rural mass. IFFCO being the largest fertiliser distribution/ marketing agency in the country has a strong

and vast farmer base through cooperatives with innovative extension measures joins hand with Airtel

mobile network (largest private player) topped with Star Global marketing acumen to launch mobile

based VAS for the farmers.

D) ACTIVITIES

- 5 Free Voice Messages:every day on areas of interest to rural subscribers

- Helpline- Dedicated helpline: for query resolution by Experts

- Call Back Facility: to listen to voice messages once again

- Other Activities: Mobile quizzes, Phone in Programmes for expert advice

- Focussed Communities: Focused services for groups with common interest

E) OUTREACH OF ACTIVITIES

All over state – concentrating mostly in coastal & central parts of Odisha

F) APPLIED TECHNOLOGIES

http://www.iksl.in

Using OBD as means to deliver messages customised primarily to focussed groups (subscribers); Call

back to retrieve messages and call conference facility available with SMS and experts. Using simple

Mobile application on GSM network

G) COMMUNICATION CHANNELS

Out-Bound Dialler (OBD)

Call Center (Helpline)

Call Conference

H) BUDGET / FINANCIAL RESOURCES

Corpus & Funding from IFFCO, Funding from external sources & Equity shares

http://www.iksl.in/

43

43

ANNEX 1


CCKN-IA PROJECT


I) SWOT : IKSL

Supportive Negative

Inte

rnal

Orig

in /

curr

ent

situ

atio

n

Strength: - Capacity: Over 2 lakh subscribers with 6,000 fishermen

community (number increasing with launch of new project with Fisheries dept.). Customer hierarchy- Zone, Thematic Areas, Small/ Marginal/ large/ women, etc.

- Key Player in Existing and working Network: Rolling out own project independently with its resources and manpower. No competition so far

- Thematic Relevance: Thematically relevant as servicing- Market Intelligence, Weather Forecast, Crop Advisory, Agriculture and Rural Livelihoods Information

- Quality of Services: Customer support through toll free number

- Service Charge: Almost nil, as one time SIM (Airtel green SIM) purchase and subsequent recharge for normal talk time

- User-friendliness of information: Voice Message and call conferencing provided in local, simple dialect

- Sourcing of information & content development: MoUs with IMD (weather parameters), INCOIS (Ocean info- tide height, wind speed, PFZ, etc,), SAU & DoFP on crop specifics, AGMARKET for price/ stock In-house content development & sourcing from Experts & web search

- Organisational set up & networking skill: Strong organisational set up and back up from various corporates & pvt. players. Demonstrated networking skill and implementing projects sponsored by other agencies

- MIS & monitoring system: Established mechanism of analysis on listening behaviour of subscribers/ call back to 50 no. of listeners on daily basis, etc.

Weakness: - Messages are mostly generic and non-hyper-

localised and not real-time - Feedback Mechanism - Two way communication flow is minimal, only

a pull mechanism (if subscriber prefers to call back helpline, not toll free)

- Farmers interest areas/ required queries are not addressed properly

-

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- Willingness to be part of CCKN_IA consortium: Yes - Strong customer base could be utilised by CCKN-IA &

IKSL is ready to disseminate customised messages from CCKN-IA

- Devising mechanism (hi-speed internet) where subscribers can send picture message/ video of crop activities for expert advise : Yes

-

Threats: - Overloaded with number of projects (IKSL,

KCC & Fisheries dept.) - Fast drop out of subscribers & migration to

other service providers - Going down of interest among subscribers

owing to mismatch between their expectation & nature of messages delivered

44

44

ANNEX 1

5- National e Governance Plan on Agriculture (NeGP-a)

CCKN-IA PROJECT



A) CONTACT

Ms Sarita Sahu

Scientist -D

National Informatics Centre (NIC), GoI

Unit –IV. Bhubaneswar- 751 001

Telefax : +91 9437464228 Email: [email protected]

B) CATEGORY: Information & Knowledge dissemination- Technology service provider

C) ORGANISATION DETAILS: It is a mission mode project in agriculture (A-MMP) promoted by DAC

to implement National e-Governance Programme (NeGP) in the Agricultural Sector covering

agriculture, fishery and livestock sector. The A-MMP aims to address the needs of the farming

community and its other related stakeholders, through provision of relevant information and

services through the various delivery channels available in their vicinity for assisting them in

making rational decision. The expected (envisaged) outcome are “raising farm productivity” and

“raising farm income”.

D) ACTIVITIES: Provide information through ICT intervention on Pesticides, fertilizers, seeds,

marketing infrastructure, Irrigation, farm machinery, fisheries, prices, weather forecast etc.

E) OUTREACH OF ACTIVITIES: Serving the entire state.

F) APPLIED TECHNOLOGIES: Internet Touch Screen Kiosks, Krishi Vigyan Kendra (KVKs), Kisan

Call Centres (KCCs), Agri-Clinics, Common Service Centres (CSCs) and Mobile Phones

(Broadcast, IVRS, Voice-recognition and Interactive Messaging, using USSD i.e. Unstructured

Supplementary Service Data). Central Agriculture Portal and State Agriculture Portals developed

under this Project.

G) COMMUNICATION CHANNELS: These include G2F (Government to Farmer), G2B (Government

to Business) and G2G (Government to Government) services

H) BUDGET / FINANCIAL RESOURCES: Ministry of Agriculture (centrally sponsored scheme)

45

45

ANNEX 1


CCKN-IA PROJECT


I) SWOT : NeGP-A

Supportive Negative

Inte

rnal

Orig

in /

cur

rent

situ

atio

n

Strength: - Capacity: A resourceful project having different modules

–software applications, hardware support and networking. Backed by central government agencies, farmers, government and private players will be connected in the delivery system.

- Key Player in Existing and working Network: With vast network of internet connectivity and physical infrastructure NeGP-a would be a potential source of information

- Thematic Relevance: Highly relevant to the project as covers the entire gamut agriculture & allied services along with fishery and livestock portfolios

- Quality of Services: Expected to be good - Service Charge: Hopefully subsidised - User-friendliness of information: Is envisaged to be user

friendly catering to various levels of user viz. farmers may have to use graphic user interface and search engines to retrieve data

- Sourcing of information & content development: To be sourced from different departments and districts

- Organisational set up & networking skill: N.A. - MIS & Monitoring system: As per project norms -

Weakness: - It is an ambitious project pilot tested for last few years

in 7 states, Odisha is not included. - Recent meeting at DAC, GoI, the state NIC has been

asked to start this project in collaboration with state agriculture department

- It is in start-up phase in the state, need whole lot of synchronisation of web portals maintained at different levels by different agencies. Hence coordination is required

-

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - The information management system under NeGP-a is

supposed to be a hub for one stop solution for variety of stakeholders (government departments, farmers, private businessmen and common man) on agriculture and allied subjects including CCA, market information

- This project both its hardware and software infrastructure would contribute immensely CCKN-IA to find lot of synergies

- This project shall integrate quite a few web portals managed by departments and replace state Agrisnet portal and all will migrate to a common portable portal

Threats: N.A.

46

46

ANNEX 1

10 – Kisan Call Centre (KCC)

CCKN-IA PROJECT



A) CONTACT

Kisan Call Centre (Ministry of Agriculture

IFFCO Kisan Sanchar Limited (Level I)

Shri N C Behura, Coordinator

Plot No.-191,204,205,

2nd Floor, Maa Gouri Complex, In front of

Kedar Gouri, Bhubaneswar- 751 014

Phone:- Mob:+919437115185


B) CATEGORY: Primary Content Provider – One way query resolve mode


An entity promoted by Dept. of Agriculture & Cooperation, MoA, GoI, now managed by IKSL – is a

scheme from DAC, MoA, GoI

Director, Extension Education, Orissa University of Agril. & Tech., Bhubaneshwar 751003, tel:

0674-2401933 (Nodal office Level-IIIIt’s an ambitious scheme launched by DAC, Moa, GoI in

2004; initially with tendering process private parties took up the responsibility of managing the

centre. Now most of the centres have been retained by IKSL. Funds come from GoI for managing

the centre and hiring the graduates.

D) ACTIVITIES

Services for Subscribers

Helpline- Dedicated helpline for query resolution by SMS

Call Back Facility- farmers can be contacted back by the KCC expert retrieving message from IVRS

Other Activities- a 3-tier query resolve model is in place. Queries are escalated to experts/ scientists after

the queries being failed to be resolved by the call center Subject Matter Specialists within 72 hrs.


All over state

F) APPLIED TECHNOLOGIES: www.manage.gov.in/kcc.htm Kisan Call Centre-Toll free no-

18001801551

The centre is provided with BSNL leased line and ISDN internet line: A Kisan Call Center consists of a

complex of telecommunication infrastructure, computer support and human resources organized to

manage effectively and efficiently the queries raised by farmers instantly in the local language. Mainly,

Subject Matter Specialists (SMSs) using telephone and computer, interact with farmers to understand the

problem and answer the queries at a Call Centre.

G) COMMUNICATION CHANNELS: Call centres , IVRS, SMS

Human Interaction through Call Centre – 8 nodes


Fully funded by DAC, MoA, GoI



47

47

ANNEX 1


CCKN-IA PROJECT


I) SWOT :KCC

Supportive Negative

Inte

rnal

Orig

in /

curr

ent

situ

atio

n

Strength: - Capacity: Open to all. Receives call from all over

Odisha. On an average it is said 500 to 600 call land in the centre daily basis.

- Key Player in Existing and working Network: Rolling out own project independently with its resources and manpower. No competition so far –full-fledged call centre. In-house capacity with SMSs & experts in network

- Thematic Relevance: Thematically relevant as servicing- Agriculture and allied information. Real time resolution to farmers queries

- Quality of Services:Depends on Farm Tele Advisers experience and exposure, knowledge level

- Service Charge: No charges - User-friendliness of information: Farmers/ caller feel at

home interacting with farm tele advisers/ sometimes local dialect is also used

- Sourcing of information & content development: No content development as the query resolve model is based on reactive response, if the call is logged on. Sourcing of information – in-house, web search, reference literature and expert opinion

- Organisational set up & networking skill: Strong organisational set up and back up from IKSL management. SMSs are being hired from open market. No networking skill as such.

- MIS & monitoring system: Established mechanism of analysis – Kisan Knowledge Management System (KKMS) keeps track of each caller and query details

Weakness: - Reactive response system – unless the caller - activates the call, message delivered - Jamming of telephone lines (helpline) - Diagnosis or advises are made based on farmers

explanation and non-physical/ visual examination of problems

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- Willingness to be part of CCKN-IA consortium: Yes - Strong brand value and infrastructure –HR and IT

could be successfully utilised for CCKN-IA - KCC nodes could be value added by CCKN-IA in

terms of providing hyper localised information, crop-weather advisory/ KCC should have access to CCKN-IA’s centralised data pool: Yes

-

Threats: - Farm tele advisors – fast staff turn over - Updated knowledge and field exposure of KCC-

SMS is question - Consultation with experts and timely resolution of

queries escalated to higher levels is less

48

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ANNEX 1

11 – Institute on Management of Agricultural Extension (IMAGE), Bhubaneswar

CCKN-IA PROJECT



A) CONTACT

Sh Sukanata Kumar Jena Director, Institute on Management of Agricultural Extension (IMAGE), Govt. of Odisha Siripur, Bhubaneswar- 751003 India Telefax : +91 674 2562190 [email protected]

Point Person for CCKN-IA Er. Asutosh Behera Assistant Director, IMAGE Bhubaneswar

B) CATEGORY: Technology Service provider.

C) ORGANISATION DETAILS: IMAGE is an autonomous state level Training Institute mandated to

cater the training needs of the various stakeholders. The Institute has played a prominent role in

capacity building of farmers, farmer groups, and field functionaries of various line departments,

ATMAs. NGOs, Farmers, SHGs, Pani Panchayat members, Water Shed Committees, Water Shed

Development Team members, etc. It was also declared as a State Level Agriculture Management &

Extension Training Institute (SAMETI) under the National Agriculture Technology Project

(NATP). On conclusion of the NATP Project, the Centrally Sponsored Scheme “Support to State

Extension Programme for Extension Reforms was launched by the Government of India. Under the

scheme IMAGE has been declared as the SAMETI. The Institute was declared as a State Level

Training Institute by the Government of Orissa in Agriculture Department with effect from 2nd

October, 1997.

D) ACTIVITIES: Trainings on different issues viz participatory watershed management, Group

management, M&E, seed production technology etc. In addition to the Training of stake holders in

Agricultural and allied subjects, the Institute has the mandate to route funds through the Centrally

Sponsored Scheme “Support to State Extension Programme for Extension Reforms”, National

Food Security Mission (NFSM), and Rashtriya Krishi Vikas Yojana (RKVY). Besides, IMAGE

has been declared as the State Nodal Agency for routing the funding to ATMAs under the Extension

Reforms Scheme, as well as facilitating various activities under the Scheme since 2005-06.

E) OUTREACH OF ACTIVITIES: Serving the entire state.

F) APPLIED TECHNOLOGIES: On-campus and at times on-site training (3 regional institutes of

training & extension- RITES); IEC materials (Booklet, Guidelines, Video etc.)

G) COMMUNICATION CHANNEL: Physical training, demonstration & IEC material viz. booklet, leaflet,

brochures, guidelines, video, etc.

H) BUDGET / FINANCIAL RESOURCES: Institute receive funds from state budget & centrally

sponsored schemes (RKVY, NFSM, Extension Reforms scheme) and accumulate finance from

organising trainings and renting out training facilities throughout year.

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ANNEX 1


CCKN-IA PROJECT


I) SWOT: IMAGE


Inte

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Strength: - Capacity-One of the best facility and logistic arrangements in the

state level available for conducting training, workshop and top delegate meetings. Has a pool of resource persons for conducting training on themes relevant to agriculture & allied. Undertaking direct implementation thru ATMA and BAO- seed village, adaptive trials, SRI, IPM etc.

- Key Player in Existing and working Network: SAMETI and only agricultural extension management agency in the state. Has competitive advantage and strong resource base

- Thematic Relevance: Highly relevant to the subject matter of CCKN-IA as IMAGE is both dealing in Training and implementation various agricultural development schemes

- Acts as a hub for training and capacity building of not only farmers but also NGOs and its own staffs. Helping NGOs to conduct awareness campaign on climate change adaptation measures and weather base crop advisory services. Has housed CCKKN-IA cell in its premises

- Quality of Services: Generally good - Service Charge: Institutes would charge rent charges or training

cost in total for conducting training sessions. But provided the office space and logistic support for CCKN-IA

- User-friendliness of information: Training programmes are generally very user friendly. Implementation projects are either done through NGO or agriculture extension machinery is very much farmer centric

- Sourcing of information & content development: Borrowed from outside expertise and in-house SMS also deliver good output

- Organisational set up & networking skill: Structured as per government norm. Professional liaison SAU and other government line departments

- MIS & Monitoring system: As per project norms -

Weakness: - Overburdened with training programmes and

Extension reforms schemes’ monitoring with districts

- For field implementation it is dependent on NGOs or department extension personnel and hence there is a gap in field monitoring and quality aspect

- On-site and field oriented training is not taken up so often these days, hence theoretical training might not give requisite clarity on subjects

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - CCKN_IA can utilise the training infrastructure of IMAGE - The institute can play an important role in terms of organising

manpower (who can be trained) from district to block level to facilitate implementation of proposed knowledge management framework

- IMAGE can source fund and converge schemes for effective implementation CCKN-IA. Validating crop contingent plans and various climate smart agriculture measures can also be implemented with help of IMAGE

- Offering course, PGDEM and can produce quality management graduates for quality programme implementation

Threats: N.A.

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ANNEX 1

12 – Professional Assistance for Development Action (PRADAN)

CCKN-IA PROJECT



A) CONTACT

Shri Kirti Bhusan Pani, State Head MB-36, Badagada Brit Colony, Bhubaneswar-751 018 Phone:- - 0674-2314140/ 2311725, email- [email protected]

B) CATEGORY: Technology Service Provider – Grass-root implementing


Established in Delhi in 1983, PRADAN professionals, divided into 33 teams, work with over 271,921

families in 5,159 villages across 7 of the poorest states in the country. A majority of the families that

PRADAN works with belong to the Schedule Tribes and Schedule Castes

D) ACTIVITIES

Services for resource poor communities

Promoting and nurturing Self-Help Groups (SHGs) of poor women and strengthening them as

organisations to leverage institutional finances for members’ livelihoods.

Developing and introducing locally suitable economic activities to increase productivity and

incomes among SHG members; building synergic collaboration with a wide variety of

stakeholders.

Mobilising finances for livelihood assets and infrastructure from government bodies, donors,

banks, and other financial institutions.

Setting up mechanisms to sustain the livelihood gains made by the poor communities

E) OUTREACH OF ACTIVITIES: Operational in 7 districts of odisha (Keonjhar, Koraput, Rayagada,

Kandhamal, Kalahandi, Mayurbhanj & Debagarh)

F) APPLIED TECHNOLOGIES: Self-Driven. Agriculture and allied practices/ technology; SHG

formation. Income Generation activities on both land non-land based avocations, Water

management, Health & Nutrition- Training and skill up-gradation is provided in-situ through traditional

training methods to the participating communities pre-added with a strong community mobilization.

G) COMMUNICATION CHANNELS: Trainings , field functionaries


Has corpus fund and overheads being taken care through funding from external sources – State

Government Departments, Externally aided projects, International donors, CSR fund, philanthropic funds-

JRD Tata, Trust, SDTT, SRTT, etc.

51

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ANNEX 1


CCKN-IA PROJECT


I) SWOT: PRADAN


Inte

rnal

Orig

in /

cur

rent

situ

atio

n

Strength: - Capacity: Strong community organisation skill with thorough

knowledge of staffs implementing rural livelihoods options for resource poor communities

- Key Player in Existing and working Network: A forerunner in development sector and credible NGO in Odisha. In-house capacity with experienced and trained professionals on-ground

- Thematic Relevance:Thematically relevant as implementing directly with rural/ rainfed communities- SHG nurturing, Natural resources management, Livestock development, Forest based livelihoods, Micro-enterprise promotion. Strong potential for trying out recommended practices on ground in farmers field situation

- Quality of Services: Generally adhering high quality implementation standards. Demonstrated result based success in assuring livelihoods support for rural households

- Service Charge: No charges as such but as a community driven approach participating households/ individuals have to contribute a part of project cost as participatory contribution

- User-friendliness of information: Quite friendly - Sourcing of information & content development: Training,

demonstration measures and capacity building initiative is a part of programme execution. Proven best practices of enterprise development

- Organisational set up & networking skill: Organisational set up is good having a Board members from diverse background and skilled field functionaries. In Odisha it has tie ups with GoO (SC & ST dept.), OLM, Mission Shakti, DG, OTELP etc.

- MIS & monitoring system: Strong monitoring & evaluation systems

Weakness: - Highly fund based project mode approach - PRADAN is an implementing organisation engaged in

rural livelihoods promotion which is very diverse and vast; not dedicated to CCA or Climate related knowledge information dissemination

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - Being present in many districts and being in direct interface with

clientele (rainfed farmers/ community), CCKN-IA could possibly utilise CBOs and networks at ground.

- PRADAN’s NRM & Forest based efforts can be further strengthened through providing quality timely information on CCA.

- It has already pilot tested one model in Jharkhand in partnership with “Skymet Weather”. Now it is in discussion to implement such initiative in at least two districts for generating localized weather/climate, soil, crop information and creating a mechanism for disseminating AAS and agro- support services.

-

Threats: - Coordination with other players and synergising

interests in the consortium mode could be a litmus test. - Expectation for direct compensation of the efforts from

CCKN-IA could be a driving force.

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ANNEX 1

15 - Tata Consultancy Services promoted Mobile Krishi seva (mKRISHI)

CCKN-IA PROJECT



A) CONTACT

Dinesh Kumar Singh

Group Leader, TCS Innovation Lab, Mumbai

Tata Consultancy Services Limited Yantra Park -(STPI), 2nd Pokharan Road, Opp HRD Voltas Center,Subash Nagar Thane - 400601,Maharashtra India Ph:- +91-22-67788133 Buzz:- 4228133 [email protected]

Ganjam Contact person:

Preetam Mohanty Cell:- 9337234576 Mailto: [email protected] Website: http://www.tcs.com

B) CATEGORY: Technology and content provider.

C) ORGANISATION DETAILS: mKrishi project is coordinated by a professional from TCS based

out of Berhampur, Ganjam and being supported by the fleet of village facilitators from a cluster of

villages. There is a strong liaison with ICAR institutes (CRRI, CIFA) & SAU and NABARD for

resource pooling.

D) ACTIVITIES: Tata Consultancy Services’ (TCS) Mobile Agro Advisory System (mKRISHI) enable

farmers to send queries, comprising of text, voice and pictures, specific to their land and crop to

agricultural experts, using their mobile phones. The mKRISHI ecosystem provides an integrated view

of the farmers profile, farming history, and the required farm parameters on a console at a remote

location to an expert. Farmers can also send pictures of their crops and pests captured with mobile

phone cameras; sensors provide farm specific soil and crop data, weather stations provide

microclimate details and voice based querying system gives freedom to the farmers to ask any query

in their local (natural) language. After analysis of the available information, the expert’s advice on the

farmer’s query is provided on the farmer’s mobile phone.

E) OUTREACH OF ACTIVITIES: mKRISHI® Service has spread to 256 villages in four Indian

states. 5600+ farmer households using the service …covering 23,000 acre area in the country.

mKRISHI is operational in 6 coastal block of Ganjam, with 82 villages and 3541 farmers being

registered. 11 farmers club have been formed and 2 have been registered with NABARD.

F) APPLIED TECHNOLOGIES:

mKRISHI Lite : IVR based systems as an entry level service to farmer with an expert’s web console

mKRISHI regular : is a mobile application on a farmer’s handset pushing information through a unique

interface of web console

mKRISHI Plus: includes critical weather information dissemination using AWS in addition to mKRISHI

regular features

G) COMMUNICATION CHANNELS: SMS, IVRS, Mobile app


It’s a funded project under NAIP and may get continued through TCS own funding (CSR)



http://www.tcs.com/

53

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ANNEX 1


CCKN-IA PROJECT


I) SWOT : TCS -mKRISHI


Inte

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Orig

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cur

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Strength: - Capacity: In-house capability to develop software and

applications. Good liaison with SAU, IMD & Other ICAR institutes for expert views.

- Key Player in Existing and working Network: Has some USPs mobile app based user interface in Odiya, IVR in Odiya and SMS also in Odiya

- Thematic Relevance: Providing information on farmers personalised requirements, schemes, early warning systems, marine fishermen specific requirements (tide, wind, rain, potential fishing very much user friendly- SMS, IVRS, Picture message, Call back/ Con Call & Mobile apps

- Proven technology and quick reliable query resolution through experts

- Quality of Services: good quality adhering norms and standards as subject to scrutiny

- Service Charge: No charges as such, as most of the work done under NAIP project

- User-friendliness of information: Message provided to farmers are generally user friendly and locally relevant

- Sourcing of information & content development: Information is generated through data centre maintained centrally based on farmers profile, geographical, and farming situations (stored & static data). Primary data obtained from IMD, OUAT, CRRI, CIFA & INCOIS

- Organisational set up & networking skill: Strong and professional liaison with institutes of national repute.

- MIS & Monitoring system: Internal review, planning and monitoring system exists

Weakness: - Not very much in close coordination with the

mainstream state agriculture department chain - Farmers have been provided with handsets and

SIM cards- too much subsidy driven programme - No formalised pool of expert group dedicated to

information dissemination and query resolution; local subject matter specialists (viz KVK/ RRTTS & Agriculture dept. staffs) not included in the forum.

- Agriculture & allied and climate specialists not included in the local team (Ganjam) to add proper value to this programme

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - Being present in pilot district (Ganjam) and close proximity

to blocks of CCKN-IA, both these projects can find synergy and mutual cooperation

- the technologies used and community based organisations (farmer base) created by mKRISHI would be of potential use to CCKN-IA

- further TCS (innovation labs) can be moved to support this project with backend technology/ software provision

Threats: - Non-involvement of formalised Agriculture & allied

specialists and thorough probing on the farmers field/ crop and socio-economic conditions might lead to low performance and drop out in the subscriber

- Too much subsidy and free lunch to farmers without any participatory contribution or business model may ruin the tempo.

-

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ANNEX 1

17 – Indian Institute of Technology (IIT) Kharagpur & Bhubaneswar

CCKN-IA PROJECT



A) CONTACT

Dr Bhabani Shankar Das

Associate Professor,

Department of Agriculture and Food engineering Indian Institute of Technology, Kharagpur Kharagpur, West Bengal India ph:- +91-3222-283162/283163

Mailto: [email protected]

Dr Sambit Pattanaik

Assistant Professor,

School of Earth, Ocean and Climate Sciences Indian Institute of Technology, Bhubaneswar Samantapuri, (Rear side of Hotel Swosti Plaza) Bhubaneswar-751 013 India Ph:- 91 674 2301 982 Fax: +91 674 2301983

Mailto: [email protected]

B) CATEGORY: Primary content and Technology provider.

C) ORGANISATION DETAILS: One of the premier institutes of India engaged in Education and

Technology.

D) ACTIVITIES

Major activities include Teaching (undergraduates, post graduates and doctoral), Research (both part of

academic interests & sponsored through various agencies for development), Technology development

and testing & consulting

E) OUTREACH OF ACTIVITIES: Not specific to any geographic regions or community, these

institutes of excellence serve the entire country. But these two institutes being at close proximity

to the state has good working experience in the project areas.

F) APPLIED TECHNOLOGIES: Training, Research, Demonstration and consulting modes both

on-campus and off-campus

G) COMMUNICATION CHANNELS: N.A.

H) BUDGET / FINANCIAL RESOURCES: Institute/ MHRD sponsored, other agencies such as

DST, ICAR, DVC, private companies and international corporations.


55

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ANNEX 1


CCKN-IA PROJECT


I) SWOT : IIT , Kharagpur & IIT, Bhubaneswar


Inte

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Orig

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cur

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Strength: - Capacity: In-house capability (nationally & internationally

acclaimed faculty and research facility to develop best technologies on climate resilient agriculture and adaptation practices. High talent and international exposure of the staff with updated knowledge. Proven and patented climate models and climate smart technologies could be customised as per farming situation

- Key Player in Existing and working Network: Undoubtedly the best warehouse of knowledge and applications. Technically sound and scientifically proven methodology adopted

- Thematic Relevance: Research & Development on relevant themes on CCA – NRM, Agriculture & horticulture, agro-informatics and post-harvest technologies (for IIT, Kgp) and climate science- tropical meteorology, numerical weather forecasting, etc. (IIT, Bbs). Compatibility and combination of both Agro-ecology (NRM) and climate disciplines of both institutes would lead to a successful model

- Quality of Services: Generally good quality adhering norms and standards as subject to scrutiny

- Service Charge: Institutes would charge as consultancy fees for the professional services rendered

- User-friendliness of information: Technologies developed are generally sound at times require simplification and customisation as per the local communities need and adoption ability

- Sourcing of information & content development: In-house facility and have strong tie up with all national and many other international institutes of similar field

- Organisational set up & networking skill: Very well structured as per Government norms. Strong and professional liaison with institutes of national repute.Has a strong brand value and reputation

- MIS & Monitoring system- Internal review, planning and monitoring system exists

Weakness: - Too much technical bent of mind and less

exposure to ground realities at times. Cost effectiveness and replicability of aspects need to be closely monitored

- Compatibility with state government institutes especially with OUAT (SAU) is of concern

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Opportunities: - Willingness to be part of CCKN_IA consortium: Yes - Both IITs in tandem could serve as knowledge partners and

information/ content validation source for CCKN-IA knowledge management network

- Various adaptation techniques, climate models, decision support systems and crop-weather outlook are the expected technical products expected from these institutes

- Technical backstopping though handholding support in the implementation process and training to the CCKN-IA core team can also be outlined as need from these institutes

-

Threats: N.A.

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ANNEX 1

18 – Digital Green (DG)

CCKN-IA PROJECT



A) CONTACT

Shri Avinash Upadhaya, Regional Manager

Digital Green,

Flat- 401, Ranjita Apartments, N3/ 18,

IRC Village, Bhubaneswar-751 015

Phone:- Mob:+9194370 35225


Second Person to contact: Ms Ronal Pradhan, Sr. Manager.

B) CATEGORY: Primary Content Provider as well as Information Service Provider – Two way

interactive learning mode

C) ORGANIZATION DETAILS

Digital Green is a not for profit international development organization that uses an innovative digital

platform for community engagement to improve livelihoods of rural communities across South Asia and

Sub-Saharan Africa. It partners with local public, private and civil society organizations to share

knowledge on improved agricultural practices, livelihoods, health, and nutrition, using locally produced

videos and human mediated dissemination. In a controlled evaluation, the approach was found to be 10

times more cost-effective and uptake of new practices seven times higher compared to traditional

extension services. DG works with partners to effectively communicate identified good practices to the

community using locally produced videos and mediated dissemination. Main components- Participatory

Video Production, Human Mediated Dissemination, Technology to Exchange Data in areas where limited

Connectivity, Targeted content based on needs of community.

D) ACTIVITIES

Services for Subscribers Developing and delivering digital content to improve efficacy and cost

effectiveness in agriculture, Trainings, Mediation.


DG has so far have produced over 2,800 videos in more than 20 languages, reached 3,000 villages and

over 330,000 farmers. We currently implement projects in eight states in India and in select areas in

Ethiopia, Ghana, Mozambique and Tanzania in Africa. In India it is present in 7 states across India. In

Odisha partnering with Varaat & PRADAN it has presence in 4 districts since 2009 (Keonjhar, Koraput,

Mayurbhanj & Kendrapara) 450 villages & covering 18, 698 households

F) APPLIED TECHNOLOGIES

Video production, projection through hand held battery operated Pico projector, Technology demo &

Training facilitation on field

G) COMMUNICATION CHANNELS

H) Community contact by sharing videos on locally relevant agronomic, health and livelihood practices

to motivate and educate community members.BUDGET / FINANCIAL RESOURCES

Leveraging funds through different funding agencies – DFID, Ford Foundation, Bill & Melinda Gates

Foundation, NRLM, Vodafone. IFPRI, IRRI, etc.

I) SWOT: Digital Green

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ANNEX 1


CCKN-IA PROJECT


Supportive Negative

Inte

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curr

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Strength: - Capacity: With 201 no. of videos produced from communities and

adoption of improved practices it has lot of potential to spread value added crop and livestock based practices among rural communities.

- Key Player in Existing and working Network: Implementing a demonstrated extension methodology in collaboration with both government and non-government. In-house capacity with SMSs & experts in TAC and strong collaboration with projects and NGOs

- Thematic Relevance: Very relevant as cater to the issues- Agriculture and allied practices, now delving into Govt. schemes, Maternal Child health, general Nutrition

- Quality of Services: Highly qualitative, local video producers capture relevant hyper-localised practices, short films in local dialects get modularised through facilitators and experts inputs, human mediated dissemination of videos and sharing feedbacks on adoption & practice

- Organisational set up & networking skill: Strong organisational set up having in-house experts from Agriculture, social science, development management fields. Leveraging both funds and human expertise from credible institution. Partnered with ALINe to develop an overarching strategy for our research and learning actives for our programmatic works across geographies and sectors

- MIS & monitoring system: A Data management framework, COCO, forms the foundation of DG’s technology stack. COCO captures data related to key processes of our model: video production (e.g., practices featured, farmers involved, seasonality), dissemination (e.g., videos screened, attendance, interests expressed, questions), and adoption of practices (e.g., components of practices physically observed on farm, regularity of uptake).

-

Weakness: - Getting updated information and appropriate/

validated practical farm solutions on climate/ weather induced variability is not a priority here

- Too much micro-scale hand-holding provided at grass-root level which in turn mandates a long gestation period for behavioural change to happen

- Cost intensive effort too.

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Opportunities: - Willingness to be part of CCKN_IA consortium: Strong brand value

and infrastructure –HR and IT could be successfully utilised for CCKN-IA

- KCC nodes could be value added by CCKN-IA in terms of providing hyper localised information, crop-weather advisory/ KCC should have access to CCKN-IA’s centralised data pool

- COCO platform is just suitable in village/ GP/ Block level situation with limited and intermittent connectivity, low bandwidth: Yes. Strong gender perspective and tailor made practices and dissemination strategy is adopted. Community facilitators are mostly women.

Threats: - A commercial (business) model is still to

evolve - Highly human intensive/ mediated

intervention model that require scrupulous follow up and strong presence in the villages

- Backstopping from experts with domain knowledge and mandated validation of technology still require formalisation

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ANNEX 1

23 – Krishi Vigyan Kendra (KVK) & Regional Research & Technology Transfer Station (RRTTS)

CCKN-IA PROJECT


23 – Krishi Vigyan Kendra (KVK) & Regional Research & Technology Transfer Station

(RRTTS)

A) CONTACT

Dr. Manoranjan Mohapatra

PC, KVK, Dhenkanal,

Mahispat, Dhenkanal

Dr. Prabhat Sarangi,

ADR, RRTTS, Dhenkanal

Mahispat, Dhenkanal

Email: [email protected]

Phone # 0674-2596093 / 2596214

Mobile: 08763552525

Dr. A K Hota,

OIC, CPR, Berhampur


Mobile: 09861284623

Dr. Santanu Kumar Satapathy

PC, KVK, Ganjam-I,

Berhampur


Phone #

Mobile: 09437699310

B) CATEGORY : Primary Content provider

C) ORGANISATION DETAILS: Krishi Vigyan Kendra is a district level innovative institution mainly

concerned with Transfer of Technological knowledge through On-Farm Testing (OFT), Front Line

Demonstration (FLD), training and Farm Advisory Services at grass root level. The research

information generated in various aspects by the Regional Research Stations and Sub-stations are

validated through adaptive trials, front-line demonstration and put to extension system of the

university to develop extension education models for transfer of technology befitting to the situation

and farming community of the state. RRTTS mostly conduct agro-climatic zone specific research on

variety, crop, technology adaptation from lab-land etc.

D) ACTIVITIES: demonstrations, trainings, soil testing etc.

E) OUTREACH OF ACTIVITIES : A KVK is meant for one district and RRTTS is meant for one agro-

climatic zone (in case of Dhenkanal it covers 2 districts and part of other districts & similarly CPR is

responsible for pulse research for northern and western Orissa)

F) APPLIED TECHNOLOGIES: Training demonstration, both on-farm and class-room type, SMS alerts

circulation, Agro-advisory bulletins- KVK

G) COMMUNICATION CHANNELS: SMS, Bulletins, Booklets, videos


Provided by SAU (OUAT) and some sponsored research mostly through ICAR


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ANNEX 1


CCKN-IA PROJECT


I) SWOT : KVK & RRTTS

Supportive: Negative:

Inte

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Orig

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cur

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situ

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Strength: - Capacity: Qualified subject matter specialists and scientists

with equipment and financial resources. Potential to conduct research studies and come out with local specific validated results for further decision making at villages/ farm level. Farmer level training and awareness generation has tremendous scope

- Key Player in Existing and working Network: Spread across the state having different stations and observatories

- Thematic Relevance-Providing data analysis and forecasting on highly relevant themes as far as CCKN-IA is concerned – Crop-weather advisories generated and Crop contingent measures adopted

- Quality of Services: Generally good quality adhering norms and standards as subject to scrutiny

- Service Charge: No charges as such, as most of the work done as sponsored research or training.

- User-friendliness of information: Message provided to farmers are generally user friendly.

- Sourcing of information & content development: Information is generated on its own internal expertise based on data recording from various stations & weather forecast from IMD. Some proven best practices in agriculture, soil water conservation, NICRA models, horticulture have been demonstrated within the community premises

- Organisational set up & networking skill: Strong and well laid out organisational structure and administrative set up with Managerial, Scientific, and support staffs located at centre. Though at present there are vacancies.

- MIS & Monitoring system: Internal review, planning and monitoring system exists

Weakness: - Not very much close contact with farmers field

situationsSMS advisory services not followed up properly through AMFU centres.

- Not very intense coordination with line departments – Agriculture, Horticulture and AH and Fishery

- Convergence of govt, schemes and KVK/ RRTTS efforts do not happen generally and hence there is a gap between research/ recommended approach and reality check

- Staff shortage, frequent transfer and technical skill & up-gradation of knowledge base for the staffs is an issue

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Opportunities: - Willingness to be part of CCKN_IA consortium Yes - Being present in pilot districts and close proximity to blocks of

CCKN-IA, these institutions can be roped in for undertaking capacity building of primary stakeholders including ATMA staffs on CCA & CSA

- RRTTS can be assigned to validate ground test crop contingent plans in the blocks and test Climate resilient technologies.

Threats: - KVKs and RRTTS have too much scientific bent

of mind that need much customisation as far as ground reality and feasibility is concerned

- Close cooperation among multitude of organisations with different mandates is a tough task.

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CCKN-IA PROJECT


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Annex 2: AKINs Inventory for Odisha

CCKN-IA PROJECT



Agriculture (Crop- weather-market) Knowledge Information Networks (AKINs) operating in Odisha state (Web based survey)

UUl No

Name of Institution/ organization

Address of Institution/ organization

Brief Description Remark

1 Orissa University of Agriculture & Technology (OUAT)

OUAT web portal – www. ouat.ac.in

Dept. of Agricultural Meteorology, College of Agriculture, OUAT

College of Agriculture

College of Agricultural Engineering & Technology

College of Fishery sciences

College of Animal Husbandry & veterinary science

College of Forestry

Agro-met dept. is responsible for preparing agro-advisory bulletins, sending SMS and preparing crop-weather outlook for the state zone wise All other colleges undertake teaching and research on thematic areas important aspects in CCA.

2 India Meteorological Department (Bhubaneswar Centre)

IMD Agrimet portal-

http://www.imdagrimet.gov.in

IAAS, Weather forecast

OUAT portal o weather forecast- weekly crop

condition, weather forecast & weather forecast in Odiya

o Agro-advisory – district wise English bulletin & advisory in Odiya

IMD- Agri-met portal o weather forecast- o Agro-advisory – Weekly AAS district

wise, SMS service for some districts, monthly AA bulletin for the zone wise based on weather forecast


http://www.iksl.in/

On cellular (GSM) mobile – only Green SIM holders

info laden more on disease, pest & nutrition

Liaison through ATMA & KVKs for info sourcing & client base; nodal managers appointed in state

Voice message & SMS; also call back through IVRS for expert advice

4 MoA, DAC, GoI www.farmer.gov.in - one stop solution for farmers- a vibrant portal

SMS & AAS, Crop/ weather forecast on web portal (dynamic info); apart from this host other info- major crops, Package of Practices, fertiliser seed dealers, pest/ diseases, soil map, insurance, farm mechanisation; adaptable varieties (mostly static info)

Information is layered for entire country, state, district and block wise

SMS & Web

Experts & content providers – Scientists & nodal officers of respective RRTTS & DAOs/ log in option with bulk SMS (160 character) option available for registered farmers



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ANNEX 2


CCKN-IA PROJECT


UUl No




5 Agriculture & Food Production Dept., GoO (portal maintained by NIC and is going to be taken over by NeGP-A)

web portal: AGRISNET (http://agrisnetodisha.ori.nic.in/) new site under NIC dedicated for DoA, GoO: http://as1.ori.nic.in/odishaagriculturedemo/

http://agrisnetodisha.ori.nic.in/HelpDesk/Home.aspx

FARMER HELP DESK

Under this portal a host of services are being offered.

E- pest disease surveillance & Pest Management is one of such initiative created. Under this Advisory is being offered month wise crop specific

Pest monitoring system

Online monitoring of fertiliser

Seed availability/ Weather watch group/ biofertiliser/ Pumpset tracking/ seed inventory

“Farmer Help Desk" module is an appropriate G2C project model to suit to the development needs of the farmers in particular. The current module is an effort directed towards addressing the problems of the farmers and the appropriate authority so that on one hand the services can be rendered at appropriate time and on the other hand the farmers will be able to reap higher productivity to enhance their profitability. The major through st of the project is policy and technology interventions to facilitate better productivity in agricultural sector.

It aims at solving all the farm related queries that may come into farmer’s mind through the farmer help desk module. Like

How to improve fertility of land

Appropriate crop production practice

General information regarding all types of crops

Appropriate use of fertilizers and pesticides

Government subsidies

Use of appropriate machineries

Timely weather information

Queries regarding crop insurance

Also the facility to upload snapshots of affected crops by the farmers

Through Web

A lot of options are still to be made functional/ not active now

6 AGMARK www.agmarknet.nic.in

Host of info on Commodity-wise, Market-wise Daily Report; Market-wise Daily Report for Specific Commodity (National level)

Commodity-wise, Market-wise Daily Report for a State; Market-wise, Commodity-wise Daily Report; Date wise Prices for Specified commodity; (State level)

Market-wise, Commodity-wise

Daily info on web portal/ Speech based Maandi info not available in Odisha



http://www.agmarknet.nic.in/

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Daily Report (District level)

Commodity prices & Arrivals in Oriya vernacular Maandi wise

7 Horticulture Dept., GoI (National Horticulture Mission)

www.hortnet.gov.in This portal has created space for online MIS uploading and disseminating about schemes/ subsidies. It has hosted respective states/ SHM. Odisha site has –

Farmer helpdesk/ farmer registration form/ farmer id

Weather/ market/ insurance/ post-harvest service/ schemes/ subsidies/ guidelines/ model plans

Through web portal A lot of info options are disabled, yet t be functional on SHM portal

8 CRIDA Under NICRA - http://aicrpam-nicra-aws.in/

Under http://www.cropweatheroutlook.in/crida/amis/weather_report.htm

Both real time and daily weather data is recorded for NICRA sites (KVK) through installed AWS linked online to CRIDA server Weather info, Crop advisory, Current & forecast broad based forecast for the entire country based on Satellite image

Crop Weather advisory Both on SMS & CRIDA-NICRA portal

Farmers & other stakeholders of respective districts – currently 4 KVKs (Kendrapara, Ganjam, Jharsuguda & Sonepur)


www.osdma.org

Toll free no- 1070

District Disaster Management Plans/ Vulnerability Mapping/ Assessment Nodal agency for Disaster Preparedness, DRR & DRM, Early Warning System- Cyclones, Floods, Heat wave, Earthquake ODRAF- Odisha Disaster Rapid Action Force GIS based –Pre-disaster planning & -Preparedness; Early warning & prediction; Damage assessment, Grid for setting up of AWS

Very useful for coastal districts Undertaking National Cyclone Risk Mitigation Project (World Bank & IDA assisted) in 6 coastal districts

http://www.hortnet.gov.in/




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10

National Institute of Agricultural Extension Management (MANAGE) – Kisan Call Centre

www.manage.gov.in/kcc.htm Kisan Call Centre- Toll free no-18001801551

- Agriclinics & Agri-business support

- Mass Media support to Agriculture extension

A Kisan Call Center consists of a complex of telecommunication infrastructure, computer support and human resources organized to manage effectively and efficiently the queries raised by farmers instantly in the local language. Mainly, Subject Matter Specialists (SMSs) using telephone and computer, interact with farmers to understand the problem and answer the queries at a Call Centre.

Real time solution through telephone

11

Institute on Management of Agricultural Extension (IMAGE), GoO

http://www.agriorissa.org/IMAGE/index.aspx http://as1.ori.nic.in/odishaagriculturedemo/IMAGE/index.aspx

IMAGE is an autonomous state level Training Institute mandated to cater the training needs of the various stakeholders. The Institute has played a prominent role in capacity building of farmers, farmer groups, and field functionaries of various line departments, ATMAs. NGOs, Farmers, SHGs, Pani Panchayat members, Water Shed Committees, Water Shed Development Team members, etc. It was also declared as a State Level Agriculture Management & Extension Training Institute (SAMETI) under the National Agriculture Technology Project (NATP).

Promising node for information dissemination and training partner

12

Professional Assistance for Development Action (PRADAN)- grass-root NGO


CORPORATE OFFICE

E-1/A, Kailash Colony Ground Floor and Basement Kailash Colony New Delhi - 110 048 Tel: 4040 7700, 2924 8826 to 2924 8832 E-mail: [email protected]

Started in 1992 from Keonjhar district and now operational in 7 districts (Keonjhar, Koraput, Rayagada, Kandhamal, Kalahandi, Mayurbhanj & Debagarh. 7 districts/ 30,000 households & 2250 SHGs (156 cluster associations & 5 Federations)& 12000 (approx.) families formed into various livelihood activities working in focused manner)

Promoting and nurturing (SHGs) of poor women and strengthening them as organisations to leverage institutional finances for members’ livelihoods.

Developing and introducing locally suitable economic activities to increase productivity and incomes among SHG members; building synergic collaboration with a wide variety of stakeholders

Mobilising finances for livelihood assets and infrastructure from government bodies, donors, banks, and other financial

In discussion with Skymet weather to launch a Climate Change Adaptation and knowledge Dissemination project in Odisha







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institutions

13

Odisha Watershed Development Mission (OWDM)

www.orissawatershed.org/‎

Responsible for single handedly managing all watershed projects – IWMP under NRAA with useful experience from WORLP

Promising source for CCKN- IA knowledge partnership

14

Reuters Market Light (RML)


Reuters Market Light (RML) provides highly personalized agricultural information over mobile phones to the farming community. 1 million unique subscribers so far in an estimated 50,000 villages across 13 states chose from more than 300 crops and about 1300 markets available on RML. In 8 Languages » On all telecom operators and handsets » As per farmer's individual preferences » Providing local content » Through simple user interface » Over the counter at low subscription cost » All (content) as per the stage of the crop cycle

Crop Prices from markets of choice » Local & International Agri Info that impacts prices

15

m-KRISHI, a TCS promoted initiative under WB-GEF support in NAIP

[email protected]

Mobile based Agro Advisory Systems: Present in Ganjam district – Farmers groups, Agro advisory, Fishermen groups, Federation. mKRISHI Lite, mKRISHI regular, mKRISHI Plus: IVR based system (farmer & expert console interface), Critical weather based information, Mobile application on farmer handset

Possible partnership in CCKN-IA



http://www.mumbai/

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16

HandyGo sponsored Rural service- Behtar Zindagi (VAS through dialing 5567801)

405, Ansal Bhawan; 16 K.G., Marg,Connaught Place, New Delhi 110001 Phone No. – 011-66302001 / 04 Fax No. – 011-66302003 [email protected] [email protected] http://handygo.com/

Rural Offerings Behtar Zindagi, Handygo’s rural initiative on mobile, delivers information, advisories and forecasts on the following areas: 1. Weather Forecast and Advisory 2. Agriculture 3. Livestock Management and Advisory 4. Inland & Coastal Fisheries 5. Mandi Prices 6. Education & Government Schemes 7. Finance 8. Women & Child Health 9. Helpline (to be launched soon) Weather Forecast and Advisory: Weather Forecast and Weather Based Agro and Livestock Advisory. ii) Agriculture (Crops & Cultivation): Information about the Lifecycle of state wise field, plantation, fruit, flower, vegetable and spices crops on the following verticals. - Cultivation – Safeguard - Variety – Irrigation - Field Preparation – Harvesting & Storage - Seed Menu – Weed Control - Fertilizer Agriculture (Best practices): - SRI – Bee keeping

- Mushroom cultivation – Sericulture

The service can be accessible by all farmers from any villages of Odisha state by BSNL, Idea, Airtel, Vodafone, Tata Teleservices & Reliance with more than 20,000 users and scaling up

17

Indian Institute of Technology, Kharagpur & Bhubaneswar (IIT, Kgp & IIT, BBS)

Indian Institute of Technology, Dept. of Agricultural & Food Engineering, Kharagpur, Kharagpur India – 721302 +913222255221http://www.iitkgp.ac.in IIT BHUBANESWAR Samantapuri (Rear side of Hotel Swosti Plaza) Bhubaneswar-751 013 Phone: +91 674 2301 982 Email:- [email protected]; http://www.iitbbs.ac.in

IIT, KGP has department of Agriculture Engineering which undertakes quality research and lab-to-land programmes; through st areas include – NRM and Agro-informatics and research areas encompass, CCA &M. Similarly IIT, BBS has a dedicated department of Earth, Ocean and Climate sciences and has recently been entrusted by MoES to create a state of the art Climate Monitoring facility in Odisha

Both these institutes could partner in consortium as knowledge & content providers and imparting training to stakeholders

18

Digital Green http://www.digitalgreen.org/

Digital Green believes in transforming lives of the poor around the world by bringing together technology and social organization. We work with partners to effectively communicate identified good practices to the community using locally produced videos and mediated

Works in Odisha in partnership with CSOs & NGOs like Pragati, PRADAN; has a office at Bhubaneswar with

http://handygo/





http://www/

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dissemination. Main components- Participatory Video Production, Human Mediated Dissemination, Technology to Exchange Data in areas where limited Connectivity, Targeted content based on needs of community

staffs

19

BAIF Development Research Foundation (Not for Profit Organisation)

www.baif.org.in/‎

BAIF Orissa

“Kalyani” Gandhi Colony, Sarlakani, Post Dhankauda, Via Remed, Sambalpur 768 006, Orissa

Email [email protected]

BAIF’s Mission is to create opportunities of gainful self-employment for the rural families, especially disadvantaged sections, ensuring sustainable livelihood, enriched environment, improved quality of life and good human values. This is being achieved through development research, effective use of local resources, extension of appropriate technologies and up gradation of skills and capabilities with community participation. BAIF is a non-political, secular and professionally managed organisation

Undertakes projects – Community development, Agro-horticulture, Women Empowerment, Cattle & Goat development

20

ICRISAT- (International R & D organisation)

http://www.icrisat.org/ The project ‘ Introduction and Expansion of Improved

Pigeonpea (Arhar) Production Technology in Rainfed

Upland Ecosystems of Odisha ’ is funded by the

Government of Odisha under the Rashtriya

Krishi Vikas Yojana (RKVY) – 6 districts

AVRDC- The World Vegetable Centre with Catholic Relief Services- Project Developing more resilient home vegetable gardening for women in flood affected communities of Odisha

Undertaking a lot of adaptive trials on pulses, gram & groundnut in semi-arids and CCAFS programme under CGIAR looks at climate change adaptation aspects

21

Watershed Organisation Trust (WOTR), Pune – CSO

www.wotr.org As a Resource NGO with OTELP- Orissa Tribal Empowerment Project (7 districts) of South-western Odisha

Lot of scope for getting field inputs from this project for CCKN-IA

22

Council of Professional & Social Workers (CPSW)- Grass-root CSO

http://www.cpsw.org Is working in Odisha for years together- tribal dominated districts with several community & livelihoods improvement projects

Actively involved as PIA in DFID sponsored Western Orissa Rural Livelihoods Project (WORLP)

Currently undertaking a project titled- Low Carbon Farming

http://www.baif/

http://www.baif.org.in/pdf/associate_organisations/BAIF_Orissa.pdf

mailto:[email protected]?subject=Enquiry%20From%20Website

mailto:[email protected]?subject=Enquiry%20From%20Website

http://www/

http://www.wotr/

http://www.cpsw.org/

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23

Orissa University of Agriculture &Technology (SAU) – KVKs & RRTTS, CPRS

www.ouat.ac.in

some of the interesting features

E-krishisiksha- This portal provides 24/7 services for Online Access of the UG level courseware to all Faculty, Teachers and Students learners in the field of Agricultural Sciences (maintained by IASRI)

Has 27 KVKs and 8 RRTTS and 4 substations

Weather Forecast & Agro Advisory service system

Agricultural Technology Information Centre- Oriya & English, satellite centers (KVKs)

KVKs and ZRS have ability & mandate to conduct demonstration/ technology transfer and training activities

through web & literature - Students & farmers & extension workers KVKs conduct frontline demonstration & on-farm trials RRTTS conduct zone specific researches and customise and transfer technologies as per local situation

24

Agriculture Insurance Corporation of India (AIC) Ltd.

Agriculture Insurance Company of India Ltd. Registered Office: 13th Floor, Ambadeep Building, 14, Kasturba Gandhi Marg, New Delhi - 110 001, INDIA

Landline Nos: (+91 11) 46869800, Fax No: (+91 11) 46869815 E-Mail: [email protected]

Crop Insurance products offered by AIC help mitigate the financial losses of the farmers thereby bringing stability in their lives. In the emerging new world, farmers are prepared to accept and adopt modern agricultural farming practices though they are expensive. In this context, we at AIC are aware of our responsibility to develop and market affordable farmer friendly crop insurance products to encourage farmers to take up modern agricultural practices which, are risky, without fear of financial ruin in the event of crop failure.

One stop shop for crop insurance in the country with regional office in Odisha- MNAIS, WBCIS & NAIS re the various insurance schemes in the offer.

25

Orissa State Agricultural Marketing Board (under cooperation Dept.)

www.osamboard.org one stop information base for

Krushak Bazar

Market Info- daily arrivals & price

RMCs

Contract Farming guideline

Private Marketing/ e-marketing (through National Spot Exchange Ltd-NCDEX)

Market Infrastructure & grading equipment

Market Survey & Research

Marketing Extension- Farmers awareness

Web portal

In development stage




http://www.osamboard.org/

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Annex 3: Preliminary Assessment Form for AKINS in Odisha

CCKN-IA PROJECT



A Questionnaire for Preliminary Assessment of Agricultural Knowledge Information Systems through

personal visit & interaction- …………….(State name)

I. General Information

1) Name of Institution & Address:…………………………………………………………………………….

Contact Person (name/ telephone/ email):………………………………………….

2) Type of Institution: (Govt./ PSU/ Private/ NGO/ Cooperative/ Research & Education, etc.)

[put √ ]

3) Area of operation (district/ block/

GPs)………………………………………………………………………………………

4) Major Services Provided/

Mandate…………………………………………………………………………………………………

5) Coverage / acquisition (No. of farmers/ Users/ Members subscribed to/ villages

covered)…………………………

II. Information System

1) Nature of Information (content) & Domain

Partner…………………………………………………………….

a. Weather Forecast/ Weather Analysis/ Crop Advisory (Package Practices/ Pest,

Disease, Nutrition)/ Crops…………………………………………………;

Varieties…………………………….. [put √ or write]

b. Market trend/ Crop prices/ Insurance/ Financial info- Loans/ credit/

Subsidy……………………………………………………………………….

2) Type of information circulated / Information flow (SMS/ Bulletin/ IVRS/ OBDs/ In-

person interaction/ call center) [put √ ]

3) Source of information/ database for the

institution:……………………………………………………………………………………….

4) Any value addition/ processing of information/data collected before being

transmitted:………………………………

5) Forums created at Village/ GP level- Krishak manch, FIG, CIG, Common/ Agro Service

Centre for better utilization of information/ advisory & Preparedness…………( Yes/ No) if

Yes………………………

6) Linkage or networking with other

agencies……………………………………………………………………………………………

…

7) Networking skill with other agencies & Reach to rural mass/ farmers (for advertisement of

product & service improvement)

………………………………………………………………………………………………………

……

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8) Method of collecting user feedback on

service………………………………………………………………………………………………

…

9) Financial

Sustainability:………………………………………………………………………………………

……

10) Institutional set up of the institution:

………………………………………………………………………………………………………

…

11) Competition or

Overlapping…………………………………………………………………………………………

……

12) Service is Chargeable or Free, if chargeable then fee

structure…………………………………………………………………………..

13) Users feedback & experience sharing

mechanism…………………………………………………………………………………………

…….

14) Major Challenges faced in terms of institutional, financial & human capacity

aspects………………………………………………………………………………………………

……

15) Openness & will to get amalgamated with any new (proposed) AKINS

………………………………………………………………………………………………………

……...

16) Willingness to participate in CCKN-IA network if given

option………………………………………………………………………………..

III. Technology Aspects

1) Platform used for message dissemination: Web / Mobile telephone/ Call Centre/ Radio/ Mass

Media/ Print Media/ Hard Copies / Any other

[put √ or write]

2) Form of information disseminated/ information channel : Short Message Service(SMS)/ Bulletin/

Interactive Voice Record System (IVRS)/ Out Bound Dialer (OBD)/ In-person interaction (call

center/ Conf. Call)/ any other [put √ or write]

3) Technology used for Mobile, Web based system viz. Open Source, Windows/ Java/ Linux

platform/ any other [put √ or write]

4) Set up of IT infrastructure viz. Own/ Hired/ Partnership/ Outsourced

5) Frequency of information generation viz. Daily/ Real Time/ Twice a week/ Weekly/ Fortnightly/

Monthly [put √ or write]

6) Language used in information dissemination viz. Local dialect/ Regional/ Hindi/ English

[put √ or write]

7) Nature of Content of Information viz. Technical jargons/ Simplified verse / instruction mode/ Jingle

[put √ or write]

8) Specificity of Information (hyper- localization) viz. Content is Generic based/ hyper localized up to

district or block level [put √ or write]

9) Communication Flow: Two way (sender to receiver and feedback comes back to sender) /

Unidirectional:………………………………………………………………………………………

10) Mechanism with institution for Monitoring of impact & usefulness of information

disseminated:………………………………………………………………………………………

11) Targeting of intended users as per information type:

……………………………………………………………………………………………

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12) Segregation of clientele base viz. Large/ Small/ Medium/ Marginal farmers/ Fishermen/ Women

farmers/ Crop specific/ Livestock keepers, etc.

[put √ or write]

13) Technical backstopping mechanism viz. In-house capacity/ Pool of SMSs/ Advisors/ Institutions/

Advisory board, etc. [put √ or write]

14) Data Compilation process/ Back up/ Archiving,

etc………………………………………………………………………………………………….

15) Accessibility of information/ message by the

users………………………………………………………………………………………………….

16) Duplication & Redundancy of information/ message if

any……………………………………………………………………………………….

17) Flexibility & Capability of existing IT architecture to get amalgamated with any new (proposed)

AKINS

……………………………………………………………………………………………………………

18) Major Challenges faced in terms of ICT, Reach & Technology

aspects…………………………………………………………………………………………………

19) Research & Development for constant evolving, adapting changing scenario &

improvement…………………………………………………………………………………………………

……………………………………………………..

Name & Designation of the Official with whom discussion is

held………………………………………………………………………

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Template for SWOT analysis

CCKN-IA PROJECT


Annex 4 – Template of SWOT-analysis form

Detailed SWOT Analysis Framework and Assessment Template for shortlisted AKIN players

A) NAME OF THE AKIN PLAYER

B) CONTACT

C) CATEGORY

D) ORGANISATION DETAILS

E) OBJECTIVES / MISSION

F) ACTIVITIES

Services for Subscribers


Inte

rnal O

rigin

/

curr

ent situation

Strength:

- Capacities (human resources, technology,

knowledge, financial)

- Willingness / commitment

- Key player in an existing and working

network

- Thematic relevance

- Quality of services (content, timeliness,

efficiency, reach, Innovative)

- Compliance with rules and regulations

- Operation in Pilot States and Districts

- Feedback mechanism

Weakness:

- Limited resources (human resources,

technology, knowledge, financial)

- No commitment/willingness

- Not clearly positioned in a network

- Too generic

- Obsolete / outdated facilities / technology /

content

- Too costly

- Poor track record in compliance

- Non-Operative in Pilot States and Districts

Exte

rnal in

fluence /

fu

ture

Opportunities:

- Increase capacities

- Enter new markets / thematic fields

- Potential to contribute and access the

network (innovativeness reach, technology,

content)

- Access to additional external funds

- Increase motivation / reputation / visibility

- Access to knowledge

Threats:

- Increasing competition / numbers of players

- Changing policy framework

- Leadership dependence / person centric

- Increasing costs due to specific

requirements / technology

- Dependency in the network / lack of

commitment on the part of Network partners

- Pace of changes in technology / knowledge

- Changes in behaviour

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Template for SWOT analysis form

CCKN-IA PROJECT


G) OUTREACH OF ACTIVITIES

H) APPLIED TECHNOLOGIES

I) COMMUNICATION CHANNELS

J) BUDGET / FINANCIAL RESOURCES

K) RECOMMENDATIONS:

SWOT parameters description:

Strength:

- Capacities (human resources, technology, knowledge, financial)

Organisation should have enough manpower to run projects successfully, strong technical or content

knowledge and financial stability to stand with CCKN for next 3 years.

- Willingness / commitment

Organisation should be willing and committed to make project successful.

- Key player in an existing and working network

Organisation should play key role in at least one project

- Thematic relevance

Organisation should be working at least in one of the themes of CCKN

- Quality of services (content, timeliness, efficiency, reach, Innovative)

Organisation should provide quality content or quality in technical or human intervention services

- Compliance with rules and regulations

Organisation should comply with Government rules and regulations

- Operation in Pilot States and Districts

It would be good if organisations is operating in Pilot State or District of CCKN if content provider so that,

content would be available at local level from the organisation, in case of technical services this rule may

not apply if technology is replicable irrespective of location

- Feedback mechanism

Organisation should be focusing on feedback for the services provided by them and they should have

data of feedback from villages or operation area.

Opportunities:

- Increase capacities

To identify if selected organisation could increase their capacity if required in the project in terms of

technical or knowledge base.

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Template for SWOT analysis

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- Enter new markets / thematic fields

It would be a plus point if organisation is willing or projecting to new thematic fields of CCKN

- Potential to contribute and access the network (innovativeness reach, technology, content)

This point will be a plus point for such organisations which would be willing to contribute or access the

CCKN network for better outputs

- Access to additional external funds

If organisation has potential to generate funds from external funds then it will be a positive point

- Increase motivation / reputation / visibility

CCKN team will look at motivation, reputation and vision of organisation

- Access to knowledge

If the organisation is technical service provider the CCKN team will look at organisation’s approach to

access the knowledge and implement it at ground level.

Weakness:

- Limited resources (human resources, technology, knowledge, financial)

If organisation shows limitation to increase manpower or already going through limitations of resources,

knowledge, technology or finances then it can effect badly during implementation and such issues will be

considered as weakness

- No commitment/willingness

Organisation will be contacted further for partnership if willingness is not visible in initial communications

- Not clearly positioned in a network

A big negative point if organisations position is not clear in any of the project or network they are working

currently

- Too generic

Generic content is not relevant for CCKN project, CCKN required hyper localised content in local

language or dialect

- Obsolete / outdated facilities / technology / content

It will be a negative point if up gradation to technology or content is not visible in organisation’s

environment.

- Too costly

CCKN will also look at budgets, CCKN has for project implementation

- Poor track record in compliance

Compliance is required

- Non-Operative in Pilot States and Districts

This will be considered only in case of content providers not technology service providers.

Threats:

- Increasing competition / numbers of players

CCKN will observe competition of each organisation with others and how they prove themselves better

than others players

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Template for SWOT analysis form

CCKN-IA PROJECT


- Changing policy framework

Change in policy relates to Government policies, and CCKN will look at this aspect as serious threat

- Leadership dependence / person centric

Such projects or organisations may bring inactiveness in CCKN implementation if such an organisation is

selected which single person centric, project will be stopped if such person quits.

- Increasing costs due to specific requirements / technology

CCKN budget is fixed hence later on expenditures can create issues in implementation hence such issues

will be closely monitored

- Dependency in the network / lack of commitment on the part of Network partners

Dependency on others or lack of commitment may bring hindrances in CCKN project implementation,

hence such issues will be considered as threats, its always better to partner with organisations which has

in-house capabilities other than dependency on others.

- Pace of changes in technology / knowledge

Fast or slow pace changes in technology/knowledge both may bring issues in implementation

- Changes in behaviour

- Behavioural changes in staff effects project implementation, on the other hand behavioural

changes in users brought up by projects brings success to the project.

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