PPL for Farmers

Creating awareness about sustainable farming practices

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Promoting Balanced Fertilization Across Marketing Territories

Over the last four decades, PPL’s marketing team has promoted balanced fertilization through regular farmer-connect programmes. These programmes not only increase awareness of soil health, but they also help enhance the salience of our products among farmers. The channel partners of the area participate in these activities to ensure product availability as per the recommendations.

Farmer Meetings

Farmer Meetings

Farmer Meetings

These meetings are held regularly in villages as part of the Jai Kisaan Navratna marketing calendar. Leading farmers are invited to share their success stories with their peers. Soil test results and recommendations are presented, and problems related to current crop cultivation and possible solutions are discussed.

Crop Seminars

Crop Seminars

Crop Seminars

These programmes provide farmers with in-depth knowledge on seasonal crops. A scientist or crop expert is invited to educate farmers on best practices and answer their questions.

Soil Health Days

Soil Health Days

Soil Health Days

We aim to spread awareness about soil health among farmers by conducting programmes around the theme 'Healthy Soil Wealthy Nation’. Team members ensure that the Soil Test Report & Recommendations (STRR) are shared with the farmers at the earliest.

IFCP Campaigns

IFCP Campaigns

IFCP Campaigns

IFCP Campaigns

Campaigns are held as part of our Intensive Farmer Contact Programme (IFCP) with branded publicity vans carrying product messages. These campaigns help the field teams cover a large number of villages, dealers and retailers. Along the way, the campaign team puts up posters and affixes PoP items at the marketplace.

Merchandising

Merchandising

Merchandising

Merchandising

Merchandising

To create brand visibility at points-of-sale and in prominent locations, we conduct shop and wall painting activities across all our markets. This helps enhance the reputation of our authorised dealers and retailers, making it easier for farmers to locate them.

Annual Activities

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farmer meetings

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crop seminars

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Soil Health Days

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demonstrations

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campaigns

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shop paintings

Special Events

Jai Jawan Jai Kisaan — 15 August 2022

Jai Jawan Jai Kisaan — 15 August 2022

Jai Jawan Jai Kisaan — 15 August 2022

Jai Jawan Jai Kisaan — 15 August 2022

Jai Jawan Jai Kisaan — 15 August 2022

Ex-servicemen are highly respected in rural India. Many of them take up farming after retiring from the armed forces and continue to remain active in their communities, serving as mentors to the village youth. To honour their contribution to the nation, both in uniform and as successful farmers, we organise Jai Jawan Jai Kisaan events every year on India’s Independence Day, 15th August.

On the occasion of our 75th Independence Day in 2022, we celebrated Jai Jawan Jai Kisaan across all our operating territories by felicitating these soldier-farmers. The theme of these events was ‘जय जवान जय किसान – तिरंगा फहराकर, बढ़ाएंगे देश का मान!’

A total of 128 Jai Jawan Jai Kisaan events were held across India, honouring 231 soldier-farmers.

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

World Soil Day – 5 December 2022

Soil is a finite, natural and non-renewable resource that plays a vital role in human life and livelihoods. However, soil degradation is globally on the rise due to inappropriate management practices, the pressure of a growing population, and inadequate governance over this essential resource.

Celebrated annually on 5th December, the theme for World Soil Day 2022 was "Soils: Where food begins", a reminder for us to pay attention to the silent and benevolent workforce below the ground – from tiny bacteria to agile millipedes and slimy earthworms – all of whom contribute to processes essential to life on Earth.

On 5th December 2022, we organised 159 World Soil Day programmes across all our marketing territories under the brand Jai Kisaan Navratna, which were attended by 10,530 farmers and 270 retailers.

Jai Kisaan Diwas – 23 December, 2022

Jai Kisaan Diwas – 23 December, 2022

Jai Kisaan Diwas – 23 December, 2022

In line with our Farmer First philosophy, we celebrate Jai Kisaan Diwas on 23rd December, the day designated as Farmers’ Day by the Government of India.

On 23rd December, 2022, we organised 127 Jai Kisaan Diwas events across the country. The events were held around the theme ‘Aapne nibhayi krishi ki zimmedari, yeh desh hai aapka aabhari’.

These programmes were attended by over 8,800 farmers.

Soil Testing Facility

Soil Testing Facility

PPL is working towards the motto of "Soils, where food begins", and is educating farmers on the importance of soil health and benefits of soil testing. Through a wide network of farmers spread across 16 states, our company closely engages with the farming community for soil testing awareness campaigns, soil sample collection, followed by analysis of soil in our own soil testing facilities. The soil health cards are subsequently handed over to the farmers along with recommendations through WhatsApp, by hand and mails. The soil testing services are beneficial in the following ways:

a) Determining optimum fertilizer dosages based on nutrient status of the soil
b) Providing specific crop recommendations

The company has established a fully equipped Agricultural Development Laboratory (ADL) in Bhubaneswar, Odisha.

Agricultural Development Laboratory (ADL) - Bhubaneswar

ADL Bhubaneswar was established in 2010 with the objectives of providing quality timely service to farmers, guiding them with a fertilizer based on their Soil Test Report and Recommendation, extending agri-advisory services, promoting products for balanced and economic fertilizer use to improve soil and crop health, and providing technical training to staff and farmers. It is well-equipped with instruments to conduct soil analysis of parameters viz., pH, electrical conductivity, organic carbon, available nitrogen, available phosphorus, available potassium, calcium, magnesium, sulphur and micronutrients viz., ferrous, zinc, copper, manganese and boron. The lab has an annual analysing capacity of 25,000 soil samples (NPK) and 2,000 micronutrients samples.

Soil samples are received from 10 states of India every year through different modes of transport as well as by courier. Since the 22-23 session, we have been receiving the samples with geo reference. After being tested, considering the longitude and latitude, geo-mapping is done. When data is organised by location, we can easily see the geographic patterns, allowing us to develop a better understanding of the system.

Mobile Soil Testing Labs (MSTL) - Odisha

Mobile Soil Testing Labs (MSTL) - Odisha

Mobile Soil Testing Labs (mstl) - Odisha

PPL has partnered with the Department of Agriculture, Govt. of Odisha for operating 30 Mobile Soil Testing Labs (MSTLs) in PPP mode in all 30 districts of the state since 2011-12. The fleet of PPL MSTLs analyse 1,50,000 soil samples per annum with each MSTL performing analysis on 5000 soil samples per year. PPL has already performed analysis on more than 7,22,018 soil samples and distributed soil health cards to 14,73,563 grid-based farmers through this project since it began.

The MSTL facility reaches out to more than 1,00,000 farmers of Odisha every year by providing free soil testing services at their doorsteps and ensuring adoption of STRR-based fertilizer application through awareness campaigns and field days, resulting in an increased farm productivity and higher acceptance of our brand and products.

With an aim to provide accurate services, these vans have been designed, developed and equipped with the best soil testing apparatus to provide quality analysis on macronutrients (like PH, EC, OC, P, K) and micronutrients (like Zn, B, S), as well as analysis of the soil at the interior level of Odisha's 30 districts with an intent to increase farm profitability. It also leads to more informed fertilizer decisions, reducing the risk of soil erosion, soil infertility, and degraded lands. Apart from these, it helps farmers understand their soil types and nutrient deficiencies in their field. Through farmers awareness programmes, we have been successful in making farmers understand how minimising the quantity of different fertilizers can be cost-beneficial.

Farmer Training School (FTS)

Farmer Training School (FTS)

Farmer Training School (FTS)

Farmer Training School (FTS)

PPL is operating the Farmer Training School (FTS) in PPP mode with Government of Odisha to enhance the agri skills of farmers through agricultural awareness in a classroom setting. FTS was initiated in 2011 with the objective of exposing farmers to best practices and successful models for improving their knowledge on modern agricultural practices of crop production, thereby increasing their income.

The FTS training facility at Bhubaneswar is equipped with modern training aids, and also houses an explanatory museum showing key aspects of agriculture for training purposes through an effective display using three dimensional clay models.

As of now, the school has provided training to more than 11,629 progressive farmers from different states. The institution also leverages expertise from other reputed institutions and facilities. It provides both intensive and extensive demonstration-cum-exposure visits for farmers at reputed institutions like CHES, NRRI, CIWA, CTCRI, CIFA and OUAT so that they can acquire knowledge through firsthand experience.

FTS has become a preferred training facility for farmers not only in the state of Odisha, but also adjacent states. As the training programmes are followed up through direct contact by the technical teams at village level, the farmers are able to apply the training inputs, and also adopt new technologies and practices in the process for improved production, increasing their own income through lucrative farming. PPL has an extensive outreach and connects with farmers and farmer producer organisation (FPOs) through ‘Serving Farmers Saving Farming’ initiative across the state of Odisha and adjacent states. It is the only institution which shows a beacon of light through best agricultural practices for the development of farmers. As part of the initiative, a large-scale farming community is trained in scientific crop management practices and agronomic practices to eventually raise the contribution of the agricultural sector at the state and national level.

Through the Hello Jaikisan call centre, the farmers are constantly followed up and are also being engaged through various social media platforms like WhatsApp, Facebook and YouTube. This promotes the best agricultural practices and makes them feel honoured. Sensitisation activities, innovation, and modern scientific agricultural practices are deemed the cornerstone for farmers' success in every aspect.

Currently, climate change poses the biggest threat to the agriculture sector. PPL has developed strategies to meet this challenge without affecting farmers' income through the concept of 'Farmers' Field School'.

The identification of gaps, challenges, and solutions is key to the success of the agriculture sector, primarily in the water-logging low lands, saline lands, and hilly areas. Therefore, we hold vigorous brainstorming sessions with various agriculture scientists from different institutions. Training modules are then designed catering to area-specific problems and training is imparted to farmers at their doorsteps. Although agricultural challenges in low lands, high lands, fertile lands, and barren lands stand in contrast to each other, organic manure is found to be an essential input to mitigate the varied agricultural crises. PPL is thus shifting its focus from purely chemical fertilizers to a blend of both chemical and organic manure, allowing the texture of the soil to respond to the manure in a steady and eco-friendly way. We take all the necessary precautions to keep the micronutrients and biodiversity safe from the perils of unethical agricultural practices.

Digitalisation of Agri Services at PPL

Digitalization of Agri Services at PPL

Digitalization of Agri Services at PPL

Digitalization of Agri Services at PPL

PPL aims to improve its bouquet of services to farmers through digitalisation of agri services. The company began this process by creating an in-house digital ecosystem and partnering with external digital companies to develop new-age portals and applications. The fertilizer industry has also undergone changes with the implementation of mFMS (Mobile-based Fertilizer Monitoring System), which captures fertilizer sales up to the farmer level through POS devices. Additionally, PPL is leveraging social media and customer data to optimise business processes using AI and ML technologies such as chatbots and Robotic Process Automation (RPA)

These changes will ultimately enable PPL to better serve its customers and drive growth in the agriculture sector.

Reaching out to the Farmers through Technology Touch Points

PPL has redirected its focus towards customization and personalisation in response to the surge of technology, particularly in the consumer technology industry in the 21st century. As a result, the company has seized the opportunity to provide a digital platform to the farming community of India, utilising consumer technology to enhance their efficiency and keep them up-to-date with the latest market developments.

Jai Kisaan YouTube Channel

Jai Kisaan YouTube Channel

Jai Kisaan YouTube Channel

The brand offers a diverse range of products and services tailored to suit the varying agro-climatic conditions in India. In addition, the Jai Kisaan YouTube channel features a multitude of instructional videos covering various farming topics. This allows the brand to effectively disseminate practical content to a wide audience of farmers.

Jai Kisaan Facebook Page

Jai Kisaan Facebook

Jai Kisaan Facebook

The brand’s Facebook page engages with farmers from various states, using their native languages to communicate. Regional representatives are managing concerns and inquiries from farmers regarding product supply and crop guidance. The company is also making efforts to personally visit farmers' fields in order to gain a better understanding of their individual needs.

Technical information is disseminated to the farmers through regular Facebook Live programmes that are increasingly gaining traction among farmers. Additionally, the company has been running targeted digital media campaigns aimed at promoting their products to farmers in several states including Andhra Pradesh, Telangana, West Bengal, Uttar Pradesh, Bihar, Maharashtra, Odisha, Karnataka, and Chhattisgarh since 2019.

We reached 20.6 million farmers through digital campaigns during 2022-23.

WhatsApp Chatbot Communication

Jai Kisaan Chatbot has helped farmers in agriculture. Our Customized AI-enabled chatbot provides real-time information on market prices, product information, Soil test, Nearby Store Locations, and crop management practices. Jai Kisaan offers personalized advice and support, helping farmers to make informed decisions and improve their yields.

Overall, Jai Kisaan WhatsApp chatbots are making a significant contribution to the agriculture sector by providing farmers with information and support to increase productivity and profitability.