KISAN CALL CENTRE

Educational presentation

1. KISAN CALL CENTRE
Mr. Jivhesh R. Sali
(Asstt. Professor)
Section of Extension Education
S.V.G.I. College of Horticulture, Jalgaon (Ja.)

2. problems
solutions

3. Toll Free No.
1551

4. Toll Free No. 1551
14 Locations
covering all States and
UTs
6.00 am to 10.00 pm
on 16x7 basis, 365
days
Kisan Call Centre

5. 144 Level-I Call
Centre Agents
123 Level-II Experts
14 Level-III Experts
Replies in local language
Kisan Call Centre

6. Imports Information
Receives Grievances
Refers to the concerned Dept.
CALL CENTER

7. Need for KCC
•To overcome information asymmetry
between
•Farmer and farmer
•Village and village
•Region and region
•Country as whole versus other countries.
•To leverage extensive telecom
infrastructure rollout to deliver extension
service to the farming community.
•To bridge the digital divide using the
telecom infrastructure

8. Objectives of KCC
To address the needs of the farming
community making use of increased
tele-density and information technology
in rural areas,
Making professional help and
information available to farmer at their
doorstep on a toll free telephone
number,

9. Cont…
Putting the farmer directly in contact
with agriculture experts, and
Making authentic field data available
for agriculture policy decisions by the
authorities.

10. KCC Background
•Successfully operating since Jan 2004
•Expert advisory services on toll free no. on
•Agricultural and allied area
•22 languages from 14 locations across
india

11. Cont..
•KCC Stakeholders-
•Govt (ministry of
Agriculture)
•TCIL (turnkey consultant)
•Private agency (call
centre operator)
•Farmers (intended users)

12. KCC features
•Free of cost country wide help line for
farmers.
•Interaction with farmers in local language.
•Provides agriculture related information to
farmers by professional agriculture
experts.

13. Cont..
•Covers all fields of agriculture ,animal
husbandry and fishery.
•Provides agricultural related market
information.
•Provides weather information.
•Consider local agro-eco factors.

14. Locations of the Kisan Call
Centres
S.NoCall Centre
Location
States Covered
1. Mumbai Maharashtra, Goa, Daman & Diu
2. Kanpur Uttar Pradesh, Uttaranchal
3. Kochi Kerala, Lakshdweep
4. Bangalore Karnataka
5. Chennai Tamilnadu & Pondichery
Andaman & Nicobar
6. Hyderabad Andhra Pradesh
Contd.

15. S.N
o
Call Centre
Location
States Covered
7. Chandigarh Himachal Pradesh, Punjab,
Chandigarh
8. Jaipur Rajasthan
9. Delhi Haryana, Delhi
10.Indore Madhya Pradesh, Chattishgarh
11.Kolkatta West Bengal, Bihar,Orissa,
Jharkhand, Sikkim and Tripura
12.Guwhati Assam, Mizoram, Manipur,
Meghalaya, Nagaland, Arunachal
Pradesh.
13.Ahmedabad Gujarat & Dadar Nagar Haveli
14 Jammu& Kashmir J&K

16. Kisan Call Centre Network in India

17. KCC Operating Procedure
•Level : I
•Agriculture graduate as Call
Centre Agents (CCA) answer
the queries of farmers,
record name, address,
contact details, query
type/subject of call etc.
•If query cannot be resolved
by CCA, it is referred in a
conference call to an expert
for level-II support.

18. Farmer Dials the Call Center
Level 1 -Operators
Operator
Receives
The call
1 2
3
Query
Answered
Call Ends
If Yes
If No
Level 2

19. •Level II:
•Scientists from various
Agriculture Institutes act as a
Level II experts answer the
calls which cannot be
responded by Level I
•Calls pertaining to a
particular stream of
Agriculture are escalated to
the expert as Level II support.
•If due to any reason, it cannot
be taken/resolved by Level II,
it would be escalated to level
III ( concerned Nodal Officer).

20. Level 2 -Specialists
Level 1 Forwards the call to Level 2
1 2 3 4
5
University Persons 1 -4 Department Person
Query
Answered
Call Ends
If Yes
If No
Level 3

21. •Level III:
•Concerned Directorate/
Nodal Officer
•AnswersfromlevelIII
supportaresentbypost
oranyothersuitable
meanstothecaller
within48hrs.bythe
nodalofficersonthe
addressnotedbythe
callcenteragents,and
thequeryisthenclosed.

22. Level 3 -Outbound Operators
Level 2 Forwards the call to Level 3
Query
Answered
1 2
Operator 2 browses the internet to
Assist the operator 1
If Yes
Call Ends
If No
Forward the query by
Dialing the concerned
department by
person and store the caller
Identity for future response

23. List of Nodal AgenciesS.N. Location Nodal Agency
1 Mumbai The Director Incharage, Director of Cotton Development
2 New Delhi Managing Director, National Cooperative Development
Cooperation
3 Cochin Coconut Development Officer, Coconut Development Board
4 Bangalore Director, Coconut Development Board
5 Hyderabad Director General, National Institute of Agricultural Extension
Management (MANAGE),
6 Chennai Director, Coconut Development Board
7 Ghaziabad Director, Director of Wheat Development, Ghaziabad
8 Jaipur Director General, National Institute of Agriculture Marketing,
9 Gurgaon Managing Director, National Horticulture Board
10 Bhopal Director In-charge, Directorate of Pulses Development
11 Kolkatta Director, Directorate of Jute Development
12 New Delhi Managing Director, Small Farmers Agri. Business Consortium
(SFAC),
13. Guwhati Central Integrated Pest Management Centre (CIPMC),
Guwhati (shifted from Kolkatta on 16-2-06.

25. Constitution of the State Level Monitoring
Committee (SLMC) for
Kisan Call Centre Operation
Headed by Agriculture Production Commissioner/
Principal Secretary (Agriculture)/ Secretary
Agriculture
•To review the functioning/operationalisation of the
Kisan Call Centre and suggest corrective measures
from time to time
•All the heads of the line department/ SAU / ICAR
Institutes in the State are the Members
•The Nodal Officer of the Kisan Call Centre is the
Member Secretary
•The Chief Commercial Manager (Operations) of
State BSNL Circle and the location head of the Kisan
Call Centre are the invitees
•SLMC meets quarterly.

26. Skills required at different levels
in Kisan Call Centres
(a) Facilitation Skills:
Speak in farmer’s language.
Use easy words.
Use short sentences.
Give patient listening to understand the local
conditions and farmer’s situation for
thequery he raises.
Diagnose the problem by probing the details.
Answering the query at the level of farmer’s
knowledge.

27. (b) Communication Skills:
Empathies with the farmer
Listen actively for content and feeling
Exhibit commitment and interest to convince the
farmer
Avoid defensiveness in conversation.
Use personal words in conversation
Relate with local experiences, if possible.
Avoid use of unnecessary and complex words
and sentences
Smooth transition in voice
Speak politely
Close call with greetings.

28. •(c)Computer Skills:
Basic knowledge of key board and mouse
Basic knowledge of Internet
Sending and Receiving E-mails.

29. Sample question asked

30. By Administrative Staff College of India,
Hyderabad.
Impact Evaluation Study of
Kisan Call Centres.

31. Demographic Profile of Callers
Farmers aged 29 to 48 years are the biggest user
group, women’s participation being negligible
Minimum formal schooling of 6-7 years
Relatively less experience< 10 years
Own medium to large irrigated land holdings
Diversified farming interests with annual
disclosed incomes ranging from Rs. 31,000 to
60,000

32. Educational Background0
50
100
150
200
250
300
350
400
1 to 5th 6 to
10th
11 to
15th
16th
and
above
Education
A.P
Har
Mah
M.P
W.B

33. Access to KCCs
•KCCs have established their presence among farmers
as a regular or occasional source of farm information.
•Repeated calls from farmers to KCCs is indicative of
their growing popularity with farmers.
•Farmers do prefer to call KCCs by themselves instead
of relying on either family members or others.

34. Access to KCCs (Contd..)
•The most frequent questions posed to KCC revolved
around few common areas of concern for the farming
community like suitability of weather conditions to
farm operations; fertility and pest management; source
of quality inputs; availability of credit, insurance and
market support systems.
•Telephone landline particularly where the telephone
facility is owned by the farmers, accounts as a medium
for 75% of calls made to KCCs.

35. Telephonic Access to KCC0
100
200
300
400
500
600
A.P HaryanaMaharashtraM.P W.B
Telephonic Access to KCC
Own land line
Own Mobile
P.C.O

36. Access Timings0
50
100
150
200
250
300
350
400
A.P HaryanaMaharastraM.P W.B
Timing of Calls to KCC
6a.m-12noon
12noon - 5 P.m
5p.m - 10p.m

37. Repeat calls0
10
20
30
40
50
60
one Two Three > Three
%age of Farmers Making Repeat Calls
A.P
Haryana
Maharastra
M.P
W.B

38. Information about KCC0
10
20
30
40
50
60
70
80
%age farmers
News paper T.V Radio F.Fs
Source of information about KCC
A.P
Haryana
Maharastra
M.P
W.B

39. Farmers’ Satisfaction with KCCs
•84% of the farmers who called the KCCs
expressed overall satisfaction from the advice
provided through the helpline. Of all the supply
side factors like promptness of response, patient
hearing and completeness of answer, analysis of
data by binary logistic regression points to the
fact that farmers who received a complete
response are 47% more satisfied than who did not
receive a complete response.

40. Implementation of KCC AdviceKCC advice implemented
0
20
40
60
80
100
120
A.P Haryana Maharastra M.P W.B
%age farmers
First
Second
Third
Last

41. Control of pest and disease
Speedy decision making
Increased yield/production
Post harvest value addition
Farmers empowered with Knowledge
Information gaps closed speedily
Reduction of losses and costs
Better price realisation
Nature of Benefits

42. Conclusion
»KCC playas a complementary and supplementary role
to the public extension system.
»The telephone network in rural area is being efficiently
used for extension purpose.
»Best use of information and communication
technology.
»Farmers need not to wait for extension agency to
come and solve their problem.
»Information flow from expert to farmer is not hindered
by any climate or demographic factors.
»KCC scheme provides an employment opportunity to
the agriculture graduates.
»Single toll free no. thought the country 1551 which is
easy to remember.

43. Thank you