Thursday, May 24, 2018


MASL’s MyAgriGuru app builds user base of 1.20 lakh farmers in 5 months
Friday, 14 July, 2017, 08 : 00 AM [IST]
Our Bureau, Mumbai
The MyAgriGuru app, the digital farmer advisory service launched by Mahindra Agri Solutions Limited (MASL), a wholly-owned subsidiary of Mahindra and Mahindra Ltd, five months ago, has built a user base of 1.20 lakh farmers, and emerged one of the fastest-growing applications in the agricultural space.

The farmers’ appreciation of the app, which was launched during the seventh essay of the Mahindra Samriddhi India Agri Awards by agriculture minister Radha Mohan Singh, is attributable to two features: its simple interface and its intuitive navigation.

The app features a host of information on farming and its users are spread pan-India. Its key markets, with maximum subscribers, are the states of Madhya Pradesh, Maharashtra and Uttar Pradesh. The 1.20 lakh users comprise farmers with different land holdings and produce levels. They cumulatively own over 91 lakh acre of land.

Ashok Sharma, president, agriculture sector, and managing director and chief executive officer, MASL, said, “MyAgriGuru App has been developed with an objective to achieve Mahindra’s overall vision of Delivering FarmTech Prosperity and to support the government’s target to double farmers’ incomes by 2022.”

“The fact that our user base has touched the 1.20-lakh mark within five months of its launch bears testimony to the tool’s effectiveness,” he added, stating that in this phase of Farming 3.0, where India was actively moving towards innovative farming and digital disruptions, an initiative like MyAgriGuru was the need of the hour.

“It brings in the necessary technology to provide important real-time information and allows collaboration between different agricultural stakeholders, which we believe will significantly enhance knowledge and productivity, and ultimately, help us achieve our objective of rural prosperity,” Sharma said.

“Since the launch of MyAgriGuru, MASL has worked on extending its reach amongst the farmer community through on-ground activation, farmer meetings and digital campaigns. The app has a strong social media presence through its Facebook page, as well as a YouTube channel, which has a large viewership,” he added.

“MASL keeps the farmer community actively engaged through a series of Education through Entertainment videos, which are largely created around topics of farmers’ interest to effectively deliver the messages,” Sharma said.

“In line with the importance of soil testing and the recent push to the Soil Health Card scheme, the topic of the first video in the series was benefits of soil testing,” he added.

Key differentiating features of MyAgriGuru include Agri Buzz, Crop, Market Price and Weather. Agri Buzz offers an open discussion platform which allows farmers to interact with other farmers and agri-experts connected to the app.

The interactions range from farming-intensive queries on crop pests and diseases, crop planning and crop cultivation to larger issues like GST implications on agricultural product pricing. Over the last five months, the app has registered over 7,000 interactions, covering 67 different crops.
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