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1917iTEAMS Connecting Farmers to Markets
Launched on 29th December 2017 with the tagline of ‘Connecting Farmers to Markets,’ 1917iTEAMS is a collaborative initiative of the Government of Meghalaya through the Department of Agriculture in partnership with Digital India Corporation, Ministry of Electronics and Information Technology, Government of India, the Meghalaya Small Farmers Agri Business Consortium, the Department of IT, the Department of AH & Veterinary, Meghalaya Institute of Entrepreneurship (MIE) and Central Agriculture University. Administered by the MIE as the Programme Management Unit, 1917iTEAMS facilitates and services farmers’ and buyers’ need through the three main verticals of;
a) Market connect b) Agro advisory services and c) Affordable logistics solutions.
It is a disruptive, first of its kind ICT driven, cloud based innovative platform that marries the wide reach of mobile telephony, a state supported extension cum decision support advisory system, market connect and intelligence with affordable on ground evacuation/transport logistics for farmers. The platform is easily accessible through a single nationwide toll free number (1917), a web portal and a smart phone based application for registered farmers of the state, for buyers within and outside the state, entrepreneurs and extension personnel. Through these channels a farmer can connect, communicate and negotiate directly with registered consumers and buyers or vice versa. Once a deal is made farmers or buyers can simply call 1917 to book a 1917iTEAMS cargo vehicle for transportation of their produce to the buyer or market at a very minimal freight cost of Rs. 0.02 per kg per kilometre. Farmers can also avail of the agro advisory services of 1917iTEAMS at various stages of production to consult with domain experts online or over the phone and are also linked to an animal healthcare and agriculture extension network that stretches across the state. In addition farmers and buyers are provided near real time market intelligence with regards to availability of produce, demand, quantities and pricing to enable them to make informed marketing decisions.
Through the system, farmers get to know who the best buyers are and buyers and consumers get to know who the best farmers are on an actual person to person level resulting in traceability of produce, better prices, attitudinal change and healthy and competitive buyer seller interaction and activities.
Vision of 1917iTEAMS
To address and solve the pain points of the farming community through the design and implementation of an ‘Integrated Technology Enabled Agri Management System’ (iTEAMS) that provides organized produce evacuation logistics, access to markets, consistent and complete response / resolution, networking, knowledge, education and life skilling in a transparent and convergent manner leading to universal access to markets and market intelligence, financial empowerment and inclusion, improved efficiency and effectiveness of the Agri and allied sectors while bringing about a positive attitude and behavioural change amongst all stakeholders.
Awareness Campaigns strategies for 1917iTEAMS
There were many strategies adopted to spread awareness on the program, and the training required for representatives in the villages.
1. Specialized Agencies were engaged by 1917iTEAMS to build awareness through ATL, TTL and BTL campaigns like road shows, print advertisements, hoardings, market kiosks, radio and TV spots, social and digital media etc.
ii. In-house teams of Field Managers and Farmer’s Coordinators were placed at the Block Level who conducts village and farming family level trainings almost on a daily basis.
iii. Network and functionaries of the Agricultural Technology Management Agency (ATMA) were present in every block of the state. These are the technical personnel who have been tasked by the line department to support 1917iTEAMS in addition to their other functions.
iv. Engagement Programs through Farmer’s Friends Network: A network of progressive farmers and socially responsible individuals identified and recognized by the Department of Agriculture, Government of Meghalaya. 1 FF is present for every 3 Villages in the state of Meghalaya. These are the individuals trained to spread awareness at the field level, aggregate produce and help to mobilize users.
v. Participation in workshops, farmer melas, seminars, training programs etc of the line departments by the technical personnel of 1917iTEAMS.
To read the further articles please get your copy of Eastern Panorama December issue @http://www.magzter.com/IN/Hill-Publications/Eastern-Panorama/News/ or mail to contact @easternpanorama.in
