RML Direct
Description
RML is a pioneering service that provides highly customized and localized agricultural information to Indian farmers using mobile phones messaging services. The subscription-based service provides each individual farmer with a choice to receive information about over 150 crop types in more than 1,000 markets. On average, each farmer receives four messages each day providing information about the local weather forecast, local market prices, relevant news for the two types of crops chosen, apps about harvesting, proper fertilizer usage, irrigation methods, seed and soil combinations and more. In a country where approximately eight million new mobile phone users connect to networks each month and where 60 per cent of the population is dependent on agriculture, RML is leading the way to provide easy-to-use information to a vast farming community. By one estimate, a farmer in India gets as little as 25% of the final price of his produce as against 40%-50% in the developed world. The chief cause for this is the lack of information regarding prices, which does not allow the farmer to bargain and obtain the correct value for his crop. Besides crop prices, millions of Indian farmers do not have affordable access to timely weather forecast and other decision-critical information which leads to reduced yields and increased wastage. RML is attempting to correct this lacuna in information infrastructure and positively influencing the earnings and livelihood of India’s 250 million farmers. RML grants the farmers the power to negotiate better, decide when and at which market to sell, take precautions based on localized forecasts, improve their sowing and cultivation practices and access timely support offered through various government schemes.
What we deliver
We provide personalized professional information service to the farming community via mobile phones. Farmers access ‘seed to sales’ information in local language through sms, including: • Spot Crop Prices on daily basis (2 Crops & 3 Markets) • Localized Zilla (50 KM radius) level Weather Forecast • Crop Advisory for one selected crop • Commodity News & Information Any other Agri-rural information relevant for farming community
Why is the project unique?
RML has grown from a one page idea in 2006 to a pioneering business that operates in 11 states of India. To achieve that, numerous processes, prototypes & business model innovations have been accomplished. Key innovations include: 1. Product Innovation: Launch of the first ever information card (RML direct card) and delivery of the service via all handset models and on all operators 2. Process innovation: Sourcing process for news and market data has been continually improved from the widely fragmented market but also provide local news that helps save farmer transportation costs or better plan their operations based on availability of power 3. Business model innovation: RML has built its entire operating model from scratch – from content sourcing through to delivery and customer support. This industry sector – personalized professional information services for farmers – did not exist until RML launched the business in 2007. Many new companies (Nokia, Handygo, etc.) are trying to replicate the business which will only help take this service to millions of farmers thereby multiplying the empowerment as well as the financial benefit. The two biggest changes RML has brought about in society are a) Empowerment of the farmer in the truest sense and b) Direct financial benefit that is already raising their incomes.
Roadmap
Combining industry expertise with innovative technology to deliver critical information to leading decision makers via mobile phones through an icon based application will eradicate poverty through profits and help in empowerment of the farmer in the truest sense.
Contact
Amit Mehra
Reuters Market Light
Peninsula Club, Ground Floor Opp. Cafe Coffee Day
Peninsula Corporate Park, Mumbai
Maharashtra, India
400013
URL/Website – www.thomsonreuters.com
