Improvement in features of My Agri Guru app and increase its penetration among target group

Abstract

Mahindra Agri Solutions Ltd (MASL), launched My Agri Guru (MAG), an advisory platform for farmers, introduced as a mobile app on 24 Feb, 2017. The main objective of the MAG is to enable the farmers to make informed decision at every stage of the farming process, which can boost both agricultural productivity and farm incomes substantially. MAG team is continuously working towards providing better services by updating its features and increasing its penetration among farmers. Its recent update is available in eight languages, catering to local needs. As Internet penetration is increasing in rural India and approximate half of the rural population will have internet by 2020, it can play a crucial role in providing Agri extension service at a very cost-effective way to the farmers. Global agritech space is also growing at 13.7% and will be $12 billion market by 2020 and India will be leading this transformation having one-fifth of world’s small and marginal farmers. As Indian agritech space is growing at a very high speed, different start-ups are entering into this space along with established companies like Plantix, Amul and Godrej. There are around 100 agritech platforms which are working towards connecting farmers to disseminate the information effectively. Also, Government is also active in this space with applications like Kisan Suvidha and IFFCO Kisan.