Mahindra’s MyAgriGuru App Emerges Successful, Builds a User Base of Over 1 lakh Farmers
Mumbai, 12th July 2017: Mahindra Agri Solutions Limited (MASL), a wholly-owned subsidiary of Mahindra & Mahindra Ltd, today announced that its digital farmer advisory service, ‘MyAgriGuru’ app has been widely accepted amongst the farmer community. Within 5 months of its introduction, the app has built a user base of 1.20 lakh farmers and has become one of the fastest growing apps in the agriculture space.
Launched in February 2017, during the 7th Mahindra Samriddhi India Agri Awards, at the hands ofThe Honourable Union Minister of Agriculture – Shri Radha Mohan Singh, this app features a reservoir of information on farming and its users are spread across 29 states in India. Its key markets with maxium subscibers include Madhya Pradesh, Maharashtra and Uttar Pradesh. The 1.20 lakh users comprise a mix of farmers with different land holdings and produce levels, cumulatively owning over 91 lakhs of land acreage.
Ashok Sharma, President – Agriculture Sector and MD & CEO – Mahindra Agri Solutions Ltd. said, “MyAgriGuru App has been developed with an objective to achieve Mahindra’s overall vision ofDelivering FarmTech Prosperity and to support Government’s target to double farmer income by the year 2022. Our 1.20 lakh user base, within 5 months of launch, is a testimony to the effectiveness of this tool.”
“In this exciting new phase of Farming 3.0 where India is actively moving towards innovative farming and digital disruptions, an initiative like MyAgriGuru is the need of the hour,” he emphasised. “It brings in the necessary technology to provide important real time information, allows collaboration between different agricultural stakeholders, which we believe will significantly enhance knowledge and productivity and utlimately, help us achieve our objective of rural prosperity.”
Since the launch of MyAgriGru, MASL has worked on extending its reach amongst the farmer community through on-ground activation, farmer meetings and digital campaigns. MyAgriGuru has a strong social media presence through its Facebook page as well as a Youtube channel which has a large viewership.
MASL keeps the farmer community actively engaged through a series of ‘Education through Entertainment’ videos which are largely created around topics of farmer interest to efffectively deliver the messages. In line with the importance of soil testing and the recent push to Soil Health Card scheme, the first video in the series was on the topic of ‘Benefits of Soil testing.’
Key differentiating features of MyAgriGuru include Agri Buzz, Crop, Market Price and Weather. Agri Buzz offers a unique 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, crop cultivation to larger issues like GST implications on agricultural product pricing. Over the last 5 months, the app has registered over 7000 interactions covering 67 different crops.
The app has been highly appreciated by the farmers for its simple interface and intuitive navigation. It can be downloaded from Google Play Store on android phones, or by giving a missed call to 90222 20098.
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