24
Information Services
Even if you don’t know exactly what you’re looking for, finding an answer is our problem, not yours.
Why should people be schooled in reading and writing skills to get knowledge and information ?A Library is a botanical garden of dead trees, when it keeps printed text in its shelves.
300 cognates and 60 phonological correspondence pairs is sufficient to change this….
Motivation for Reliance Foundation Information Services • We wish all the lateral literates both those who don’t know
how to read and write and those who are physically challenged to get information inclusion for a positive economic shift by the method of audio and visual search on Right information at the right time related to livelihood.
• We know your time is valuable, so when you’re seeking an answer you want it right away right in the middle of the sea where you the – fisher-folk is on job or a farmer operational in his field–and we aim to please. And we continue to work on making it all go even faster. So that every farmer or fisher-folk or any person from any unorganized sector also receives information in time by simply listening or watching and not reading.
• Our hope is to bring the power of search to previously unexplored areas, and to help people access and use even more of the ever-expanding information in their lives.
Road Ahead
• We’re pioneering new technologies and offering new solutions for mobile services that help people all over the globe to do any number of tasks on their phone, In addition, we’re hoping to fuel greater innovation for mobile users everywhere. No farmer and fisher-folk need be home or at any office to get the information he/she needs.
• Our researchers continue looking into ways to bring all the world’s information to people seeking answers. The world of lateral literates will open a whole new world of search globally. Positively we have to become relevant for 775 million across the globe but we are limited by the internet and the mobile connectivity reach.
Reliance Foundation- Core Model
RF affects the lives of marginalized communities in over 5,500 villages & various urban locations across India
Core Pillars:
Rural Transformation
Education
Health
Urban Renewal
Art, Heritage & Culture
o Working towards improving lives of India’s most
marginalized and vulnerable communities
o Direct engagement with the communities through a team
of trained professionals
o Focus on local needs, community ownership and long
term sustainability
o Outcome and impact orientation
o Creating demonstrable models of development for
replication
o Leveraging technology for development solutions
Information Services – Current Status (Jan 2013 – Dec 2014)
4
7
5
Modes of Reach
o Face – to- Face meetings
o Audio – Dial out Conference
o Voice SMS
o Local cable TV / Radio / Community Radio
o Knowledge on Wheels (field based advisories /
demonstrations / training)
o Camps – Human Medical / Livestock / Plant
Clinics
o Training / Demonstration
o Toll Free Help Line Number - to complete feed
back loop
4
4
12
16
1
Broadcast Reach - +5,500 villages
Direct Programme Participants – 83,372
Programme and Help Line Queries – 65,621No. of Districts Reached
Information Services
Right Kind of Information from the Right Source to the Right People at Right TimeMulti-channel information / knowledge
provider on rural prosperity so enables
rural communities to take right
decisions
Managing content and
communication media
(RF)
Knowledge providers /
holders
Knowledge Seekers
Identifies their information needs to
support decision-making concerning
their livelihoods & other aspects of
health, education and market
information
Builds partnership with various organizations with valid and authentic sources
Farmers, Fisher
Folk, Livestock
Owners, Micro-
enterprenuers,
etc.
Universities,
Research
Institutions,
Hospitals,
Government
Departments,
Banks,
etc.
Target Audiences and Services
Target Audiences
Farmers
Marine Fisher Folk
Micro-entrepreneurs
Aquaculture Farmers
Rural Youth
Women and Adolescent Girls
NGOs
Government Missions / Projects –
Village Contacts or contact
persons
Panchayat Leaders
Services
Agriculture Horticulture
Floriculture Marine Fisheries
Aquaculture Health
Education Employment
Early Warning/ Disaster Preparedness
Government Schemes / Entitlements
Rural Banks Schemes / Services
Panchayat Governance
Livestock
Disaster Preparedness and Pre and Post Management
Study and analyze the secondary data on livelihood patterns pertaining to the
regionTarget Audiences
Farmers (different
crop growers),
Fisher Folk,
Livestock Owners,
Micro-
entrepreneurs,
Pregnant and
Lactating Women,
Students,
Grassroots
Networks (NGOs)
and various
Extension Network
Officials
Identify similar set of livelihood grassroots networks / individuals
List out the major information and training needs - Various secondary data,
primary data and network partners’ inputs
Map the information and training needs vs resource institutions / experts
Information providers’ information validated (ground truth) with the help of a
small group of target audience and set of experts
Advisories (some advisories in facilitation mode; some value added; some
packaged) prepares and disseminates through various communication tools;
continuously refined with the help of regular feedback from the various
stakeholders
Information Services Implementation Methodology
Knowledge Partners & Grassroots Partners (a few partners names)
o India Meteorological Department (IMD) and
the Agro-Meterological Field Units (AMFU’s)
o Indian National Centre for Ocean Information
Services (INCOIS)
o Dr. Panjabrao Deshmukh Krishi Vidyapeeth
o Marathwada Krishi Vidyapeeth
o Acharya N. G. Ranga Agricultural University
o Krishi Vigyan Kendras
o Tamil Nadu Agricultural University
o Orissa University of Agriculture and
Technology (OUAT)
o Line Departments – Department of Agriculture,
Department of Animal Husbandry, Department
of Fisheries, etc.
o National Bank for Agriculture & Rural
Development (NABARD)
o Convergence of Agricultural Interventions in
Maharastra (CAIM) – Krushisamrudhhi
o Farmer Associations / Fisher Folk Associations /
Vegetable Associations
o Action For Food Production (AFPRO)
o Mahila Arthik Vikas Mahamandal
o Maharashtra Orange Grower Association
(MOGA)
o “Pudhu Vazhvu Thittam” - World Bank Project –
etc.
o Ratnagiri Central Co-Operative Bank
o Government Departments / Universities /
Research Institutions – Network farmers / fisher
folk, etc.
Stakeholders Acceptance (a few samples)
Content
Information Non-routine information Routine information
Government Schemes / AnnouncementsOrganization Training Details
Job OpportunitiesEarly Warning / Disaster preparedness
Career CounsellingVarious organizations details / addresses, etc.
WeatherOcean State Forecast
Weather and Season based agricultural advisories, etc.
Trouble shooting knowledge Capacity building knowledgeVeterinary camps / vaccination
Remedies for crop and livestock related problemsSoil sample for soil health management
Pest and Diseases ManagementPlant Clinics
Medical camps, etc.
Seed treatmentClean milk production
Ethno veterinary practices for livestockHygienic handling of fishEffective handling of GPS
Organic manures preparation, etc.Knowledge
Direct Interventions
Voice SMS Audio Conference
Dial Out Conference
Toll Free Help Line1800-419-8800
Direct Interventions
Knowledge on Wheels
Knowledge on Ocean
WhatsApp – Fisheries Advisories & Agriculture Advisories
Direct Interventions
Livestock Camps
Medical Camps
Training Programmes
Exhibitions
SMS based advisories
Broadcast InterventionsLive Phone in Programmes
Video Modules
Broadcast Interventions
Bulletins
Flash News Scroll
Knowledge Sharing and Audience Retention Events
Partners Meet
Knowledge Fair
Knowledge Quiz
Knowledge Debates
Other Dissemination Modes During Exigencies
Public Address System Announcements
Notices in Local Grocery Shops / Tea Shops
Rural Propaganda
Explain Information Services to various departments induction / other programmes
Village level local news disseminator
Direct Interventions – Mobile Plant Clinics Advisories
Pre and Post – Cyclone / Flood - Disaster Situations
Advisories in Flood affected paddy fields Flag based field advisories
Cyclone forecast and support evacuation
Monitoring Process
o Staff daily report
o Programme report
o Help line report
o Partners database
o Daily content dissemination sheet
o Farmers and Fisher folk database
o Voice SMS receivers report
o Programme queries and answers
o Local media repository
o Partners feedback letters / reports
o Programme photographs / videos
o Reach vs Programme Expenses reports
o Programme dissemination materials
Weekly Report
Monthly Report
Partners Report
Case Studies
Impact Analysis
o More than 70,000 acres crops saved through various
advisories (pest and disease, hail storm, delay
cultivation process in relation to weather, etc.)
o More than 18,500 livestock saved from various
diseases
o More than 8,750 fisher folk saved from various
turbulence weather conditions and benefitted good
catch
o Around 70 crores worth towards risk reduced by loss
aversion, potential additional income per individual
and replenishment of natural resources
A few highlights
Thank You
RF Toll Free Number : 1800-419-8800
www.reliancefoundation.org
We see being great at something as a starting point, not an endpoint. We set ourselves goals we know we can’t reach yet, because we know that by stretching to meet them we can get further than we expected. Through innovation and iteration, we aim to take things that work well and improve upon them in unexpected ways.
