Digital Didi Changing Mindsets, Practices and Narratives
Farming community is the backbone of any society as farmers work relentlessly to provide the most essential aspect of living while their financial security is always wavering. With an intent to make the existing tools and information accessible to farmers which will make their lives far more secure, DEF has initiated the Krisarthak program.
Krisarthak is a program that aims to improve the financial well-being of farmers by providing them with financial education and counseling. The program focuses on bridging the digital gap and leveraging ICT (Information and Communication Technology) tools to educate farmers about financial tools and services that can enhance their living standards.
The pilot phase of the Krisarthak program took place from January to March 2023 in six districts of Assam: Kamrup, Sivasagar, Charaideo, Baksa, Barpeta, and Nagaon. During this phase, 2,834 farmers participated in the Financial Education and Counseling (FEC) initiative, 52.5% were female and 47.5% were male. Additionally, 37.8% of the farmers were smartphone users, while 58.2% were using basic feature phones.
The pilot phase served to test the effectiveness of the ICT tools and processes developed for the Krisarthak program. It aimed to assess the farmers’ receptiveness to these digital tools while also incorporating physical components for mobilization and training. The pilot phase provided an opportunity to validate assumptions, strategies, and components outlined in the program’s inception plan.
One of the core components tested during the pilot phase was the Bittiya Sakhi chatbot. This chatbot allowed farmers to access financial literacy content in the form of animated videos presented in the local language. Farmers could learn about various financial products and services at their own pace. Out of the 1,093 smartphone users who registered for the chatbot, 561 users completed the modules.
In addition to the digital component, the pilot phase involved hiring Sahayaks in different districts. Sahayaks played a crucial role in contacting the CEOs and Board of Directors of Farmer Producer Companies (FPCs) in their respective districts to mobilize farmers. They also conducted workshops to train farmers on using the Bittiya Sakhi chatbot. Sahayaks provided grassroots support to the central team by reporting, handling field inquiries, conducting surveys, and addressing digital issues as needed. Feedback workshops were also conducted by Sahayaks to evaluate the program’s effectiveness.
Apart from digital education, the Krisarthak program aimed to provide personalized financial advisory services to farmers. During the pilot phase, farmers could access this service by filling out a survey form through the Bittiya Sakhi chatbot and seeking financial counseling from experts via a call center. The call center also served various other purposes such as addressing beneficiary queries, collecting feedback, and following up on workshops and module completion.
During the pilot phase, the call center received 38 requests for counseling, along with 62 incoming calls related to technical and financial queries. The call center played a crucial role in recording feedback from 1,622 participating farmers. In cases where farmers had basic feature phones, the call center assisted them in registering on the Bittiya Sakhi chatbot using a smartphone available in their family.
In April, the findings from the pilot phase were consolidated into a report and submitted to the State Project Director. Necessary changes were made based on the report’s recommendations. As of May 2023, the final implementation phase of the Krisarthak program has been initiated across Assam, aiming to empower farmers with financial knowledge and services for a secure financial future.
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