A significant transformation is underway in India’s agricultural sector, driven by artificial intelligence (AI) and machine learning. At the forefront of this change is Krishi Mitra, a GenAI-powered voice assistant developed by ITCMAARS (Metamarket for Advanced Agriculture and Rural Services). This innovative tool provides personalized agricultural advice and information to farmers, understanding and responding to their queries in local languages using Microsoft’s voice-to-text technology.
Krishi Mitra is built on a large language model foundation, functioning as a GenAI copilot that delivers context-aware responses to enhance decision-making and boost productivity. Farmers can ask questions, and the chatbot responds with clear, actionable insights tailored to their location and crop type. For more detailed conversations and technical advisory, farmers are directed to an ITCMAARS agri expert.
ITCMAARS is a “phygital” ecosystem that empowers farmers with a range of services, including crop advisory, market access, financial services, and climate change guidance. The platform has been introduced in 11 states, covering over 20 lakh farmers through more than 2,000 farmer producer organizations (FPOs). The goal is to cover 10 million farmers and support 4,000 FPOs by 2030.
The platform offers a range of digital tools, including a crop calendar, crop doctor, and soil testing services, which have resulted in a 10-15% reduction in fertilizer usage and a 15-20% improvement in crop yields. ITCMAARS also provides digital access to formal agri-credit, an e-marketplace for selling farm outputs, and an e-platform for agri inputs.
The initiative supports rural agri-entrepreneurship through ground-level engagement with FPOs, providing physical staging points for inputs and outputs supply chains in villages. The model has provided farmers with access to global markets, connecting them to ITC’s 2000+ strong global customer base, resulting in a 30-40% increase in net returns on farm income.
Overall, Krishi Mitra and ITCMAARS are revolutionizing the agricultural sector in India, providing farmers with personalized advice, digital tools, and market access, resulting in improved productivity, income, and competitiveness. The initiative has the potential to transform the lives of millions of farmers, making a significant impact on the country’s agricultural sector.