Enhancing Resilience: Integrated Pluralistic Agricultural Extension

Approach-Blueprint for Agricultural Transformation

Mathuabirami V

, Karthikeyan C

, Nirmala Devi M

and Paul Mansingh

Kumaraguru Institute of Agriculture, Erode, 638315, India

Department of Agricultural Extension and Rural Sociology, TNAU, Coimbatore, 641 003, India

VIT School of Agricultural Innovations and Advanced Learning, VIT, Chennai, India

Keywords: Service Providers, IPAE, Forward Linkage, Backward Linkage, Farmers.

Abstract: The Extension advisory systems have been playing a crucial role at the frontline of the response to the

COVID-19 pandemic in rural areas. In Tamil Nadu for implementing agriculture related schemes, policy

and to deliver extension advisory services to farming community there is separate wing called State

Department of Agriculture. The activities of state department of agriculture were supplemented through

other stakeholders such as Non-Governmental Organizations (NGOs), private sector, Farmer Producer

Organizations (FPOs), farmer groups for delivering extension advisory services to farmers. The EAS

provider has proven very instrumental for national and local governments as well as for rural communities

during the pandemic in bridging the information gap. Service providers such as state department of

agriculture and its line departments, KVK, input dealers, FPO and NGO worked together for delivering

EAS to the farming community in order to combat the challenges raised during the COVID-19 pandemic.

Considering the importance of EAS provided by various service providers during pandemic it is required to

propose an integrated pluralistic extension approach i.e., method of using public and private organization,

NGOs/ Voluntary organization for delivering service to the farming community in response to pandemic. So

far there is no pluralistic extension approach for delivering services to the farming community during

COVID 19 pandemic and also some unanticipated pandemic. Therefore the pluralistic approach developed

through this study would be helpful for farmers, policymakers, extension professionals and the scientists to

cope with not only COVID-19 pandemic situation but also any unanticipated pandemic in future that affect

their normal mode of delivering extension advisory and developmental services to farmers. IPAE refers to

the collaboration of extension service providers ie., State department of agriculture and its line departments,

Krishi Vigyan Kendras (KVKs), input dealers, Farmer Producer Organizations (FPOs) and Non

Government Organizations (NGOs) to provide forward and backward linkage to farmers.

1 INTRODUCTION

The world has significantly changed as a result of

the COVID-19 pandemic and the subsequent

lockdown. According to the World Health

Organization, as of May 16, 2020, 44,34,653 people

across 216 different countries were infected by

COVID-19, and about 6.81 per cent of them had

passed away. As of May 16, 2020, 85,940

individuals had been infected, and 2,752 people

expired due to COVID-19 in India (WHO, 2020).

The COVID - 19 pandemic may posed a serious

threat to food security and the livelihoods of the

world's most vulnerable (FAO, 2020b). According to

the FAO, the pandemic may force another 548

million people into poverty in the coming days. The

pandemic has affected all segments of the nation,

and agriculture is no exception. The COVID-19

pandemic coincided with peak months for the

harvest and marketing of rabi crops. In terms of

labour availability for crop harvesting and logistical

support for transporting the harvested produce,

lockdowns have severely disrupted farmers'

livelihoods (Dev and Sengupta, 2020). To ensure

guaranteed food production, access to a large

quantity of intermediate inputs such as seeds, feeds,

fertilizers, pesticides, and logistics are essential. The

food supply chain has been hampered by the

COVID-19 pandemic and the lockdown. Every

aspect of life has suffered greatly due to disruptions

168

V, M., C, K., M, N. D. and Mansingh, P.

Enhancing Resilience: Integrated Pluralistic Agricultural Extension Approach-Blueprint for Agricultural Transformation.

DOI: 10.5220/0012886100004519

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 1st International Conference on Emerging Innovations for Sustainable Agriculture (ICEISA 2024), pages 168-179

ISBN: 978-989-758-714-6

in the global food supply chain.

Extension and Advisory Services (EAS) and

other interventions have a vital role in addressing

farmers' needs during the COVID-19 pandemic

(FAO, 2020). The World Bank, in collaboration with

the National Rural Livelihood Mission (NRLM) in

India, has provided financial support to Self-Help

Groups (SHGs) to tackle issues arising from the

pandemic. SHG members were mobilized to ensure

a stable supply of fresh food to vulnerable

populations, disseminate COVID-19 advisory

services, and offer financial assistance. SHGs have

also actively contributed to the establishment of

around 10,000 community kitchens, production of

masks, sanitizer, and hand wash (World Bank,

2020).

The government has taken initiatives to support

farmers, including a substantial Rs.1.7 trillion

package, distribution of Rs.6,000 to farmers through

the PM-Kisan scheme, and increased wages for

MGNREGA employees. Agricultural Produce

Market Committees (APMCs) have been

strengthened to allow farmers to sell their produce

beyond allocated mandis. The government has also

provided cash and other support for informal sector

workers, established PM care funds, and announced

relief measures. During the lockdown, the India

Council of Agricultural Research (ICAR) released

state-specific guidelines for farmers, covering

harvest, post-harvest, and marketing practices

(ICRISAT, 2020).

Debt relief measures for loanee farmers include a

three-month moratorium on agricultural term and

crop loans until May 31, 2020, with a 3.0%

reduction in crop loan interest rates up to Rs.

3,00,000/-. In Meghalaya, the Department of

Agriculture & Farmers' Welfare implemented 1917

iTEAMS in March 2020 to purchase vegetables

from farmers and distribute them to retail outlets.

Kerala's government has collectively procured fruits

and vegetables, established networks for marketing,

and connected producers to online platforms. Seeds

of various vegetables were distributed to encourage

kitchen gardens, and informational videos were

provided during the lockdown.

Chhattisgarh introduced the Rajiv Gandhi Kisan

Nyay Yojana to provide income supplements to rice,

maize, and sugarcane farmers. Andhra Pradesh set

up temporary Rythu Bazars and converted

government buses into Mobile Rythu Bazars,

ensuring direct farm-to-fork supply chains. Punjab

and Haryana provided Curfew Vehicle Passes to

farmers and increased purchasing centers to

minimize transportation costs. The e-Pass system in

Punjab facilitated mobility passes for mandi farmers.

Extension and Advisory Service providers play a

crucial role in minimizing the impact of COVID-19

and the subsequent lockdowns. Several initiatives

have been undertaken by public and private

extension players to offer Extension and Advisory

Services (EAS) to farmers to mitigate the impact of

the lockdown on the agriculture sector. International

and national organizations’ activities and

interventions helped farmers to take essential

preventive steps to overcome the crisis. Stakeholders

such as ICAR, state line departments, ATMA,

KrishiVigyanKendras (KVKs), Farmer Producer

Organisations (FPOs), agri business companies, Non

Government Organisations (NGOs), Civil Society

Organisations, Self Help Groups (SHGs), and input

dealers have played an important role by quickly

adapting to the crisis. Farmers have been able to

respond to supply chain disruptions more efficiently

and promptly because of stakeholder initiatives and

interventions. These initiatives and interventions

assisted farmers in resolving agricultural issues

caused by COVID - 19 and the global lockdown.

During the lockdown, the EAS provided

comprised the promotion of short value chains and

growing own food - both in urban and rural areas;

virtually meeting the food requirements of millions;

balancing labour demand and supply - facilitating

farmers' access to storage facilities, while

encouraging e-commerce where applicable. In

addition, some of the extension services provided

during the lockdown consist of establishing linkages

with social protection services, developing social

safety nets, implementing insurance schemes,

advising on alternative income generation

opportunities and resolving local conflicts (FAO,

2020a). Extension and Advisory Services (EAS) and

other interventions play a pivotal part in responding

to the farmers’ need (FAO, 2020). The Extension

advisory systems have been playing a crucial role at

the frontline of the response to the COVID-19

pandemic in rural areas.

In Tamil Nadu for implementing agriculture

related schemes, policy and to deliver extension

advisory services to farming community there is

separate wing called State Department of

Agriculture. The activities of state department of

agriculture were supplemented through other

stakeholders such as Non-Governmental

Organizations (NGOs), private sector, Farmer

Producer Organizations (FPOs), farmer groups for

delivering extension advisory services to farmers.

The EAS provider has proven very instrumental for

national and local governments as well as for rural

Enhancing Resilience: Integrated Pluralistic Agricultural Extension Approach-Blueprint for Agricultural Transformation

169

communities during the pandemic in bridging the

information gap. Service providers such as state

department of agriculture and its line departments,

KVK, input dealers, FPO and NGO worked together

for delivering EAS to the farming community in

order to combat the challenges raised during the

COVID-19 pandemic. Considering the importance

of EAS provided by various service providers during

pandemic it is required to propose an integrated

pluralistic extension approach i.e., method of using

public and private organization, NGOs/ Voluntary

organization for delivering service to the farming

community in response to pandemic. So far there is

no pluralistic extension approach for delivering

services to the farming community during COVID

19 pandemic and also some unanticipated pandemic.

Therefore the pluralistic approach developed

through this study would be helpful for farmers,

policymakers, extension professionals and the

scientists to cope with not only COVID-19

pandemic situation but also any unanticipated

pandemic in future that affect their normal mode of

delivering extension advisory and developmental

services to farmers. Therefore the study was

undertaken with the objective to propose an

Integrated Pluralistic Agricultural Extension

Approach in response to pandemic scenario”by

evaluating the effectiveness of extension and

advisory services provided by various service

providers in the perspectives of farmer and service

provider

2 RESEARCH METHODOLOGY

A cross-sectional research design was employed for

the study. Data were collected from the farmers and

service providers. Paper-Pencil survey method was

used to collect data from the farmers and service

providers. The survey approach is useful for

evaluating opinions and trends by gathering

quantitative data (Newstedet al., 1998). The sample

size was estimated using cochran’s formula (n=350).

The sample was selected randomly from the list of

population.

A survey method was used to collect the data from

the respondents. Questionnaire was pre tested to

ensure objectivity and unambiguity.

2.1 Locale of Research

The study was carried out at Coimbatore and

Tiruvallur districts of Tamil Nadu. The locale of the

study is depicted in Figure 1.

Figure 1. Map depicting study area

2.2 Selection of District

The study area was selected based on the following

criteria.

i. Severity of COVID-19 pandemic i.e., incidence of

maximum number of cases

ii. Domination of agricultural activity

The top five districts affected by COVID 19 in

Tamil Nadu were Chennai, Coimbatore,

Chengalpattu, Tiruvallur and Erode. The area under

cultivation in Chennai, Coimbatore, Chengalpattu,

Tiruvallur, and Erode were 416 ha, 1,75,422 ha,

78,114 ha, 1,47,641 ha, and 1,70,052 ha,

respectively. Thus, the Chennai, Chengalpattu, and

Tiruvallur districts were located in the northern

zone. Coimbatore and Erode districts are located in

the western zone. To cover different agricultural

zones and to satisfy the above criteria among these

districts, the Coimbatore and Tiruvallur districts

were purposively selected for conducting the study.

2.3 Sample Size Estimation

2.3.1 Clientele (Farmer) Sample Size

Estimation

Cochran formula calculates an ideal sample size and

gives the desired level of precision, desired

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confidence level and the estimated proportion of the

attribute present in the population. Cochran’s

formula is considered especially appropriate in

situation with large populations.

Clientele (Farmer) Sample size estimation

The following formula is used to determine the

clientele sample size

𝑁=

𝑧



𝑝(1 − 𝑝)

𝑀𝐸



Where

N is the Sample size

z is the z-score

p the proportion of population of interest

ME is margin of error

The proportion of population engaged in

agricultural activities during COVID-19 pandemic

assumed to be 65 per cent. The margin of error was

assumed to be five per cent and therefore Z was

equal to 1.96. Therefore, estimated clientele sample

size is 350.

Therefore 175 respondents were selected from

each of the selected locale namely Tiruvallur and

Coimbatore. These 350 farmers were split into five

equal halves for evaluating the effectiveness of EAS

provided by various service providers ie., 70 farmers

separately were used for measuring the perception of

farmers towards the effectiveness of extension

intervention provided by line department of

agriculture, KVK, FPO, NGO and input dealers.

2.3.2 Service Providers Sample Size

Estimation

Service providers such as extension officials, KVK

scientist, input dealers and NGO officials were

purposively selected for the study. Based on the

availability of the service providers and also in order

to maintain objectivity, 60, 10, 30 and 30 numbers

of extension officials, KVK scientists, input dealers

and NGO officials were considered as sample size of

the respective category of service providers.

2.3.3 Selection of Respondents

Details on the number of farmers and service

providers selected for measuring the perception of

service providers and farmers towards the

effectiveness of extension intervention provided by

various service providers is given as follows.

Table 1. Distribution of farmers and service providers

selected for evaluating intervention

Service providers

Service

provider

sample

size

Clientele

sample size

(Farmers)

State Department of Agriculture

Online Trainin

Help line services

Mobile vehicle mode

of marketin

Sub Total 70 70

FPO

Vellin

iri FPO - 35

Veerara

havan - 35

Sub Total - 70

KrishiVigyan Kendra

Public KVK 5 35

GO KVK 5 35

Sub Total 10 70

Input dealers

Input dealers 30 70

Sub Total 30 70

NGO

IRCDS 10

Ramasamychinnamal

trus

AF 10

Chinma

i NGO 5

Sub Total 30 70

Total sample size 140 350

The respondents of the investigation were

farmers, extension officials of the state department

of agriculture and its line departments, input dealers,

NGO officials and KVK scientists. To study the

information needs of farmers during the COVID-19

pandemic in Tamil Nadu, samples were selected

based on a sample size estimation formula. To study

the perception towards the effectiveness of the

extension intervention provided by the state

department of agriculture and line departments, the

respondents considered were farmers and extension

officials and they were selected using a purposive

sampling method. To study the perception towards

the effectiveness of the extension intervention

provided by KVKs, the respondents considered were

KVK scientists and farmers and they were selected

using a purposive sampling method. Input dealers

and farmers were considered as respondents to study

the perception towards the effectiveness of the

extension intervention provided by input dealers.

NGO officials and farmers were considered

Enhancing Resilience: Integrated Pluralistic Agricultural Extension Approach-Blueprint for Agricultural Transformation

171

respondents to study the perception towards the

effectiveness of the extension intervention provided

by NGOs. Based on the results of effectiveness of

extension and advisory services provided by various

service provider in the perspectives of farmers and

service provider a holistic Integrated pluralistic

Agricultural Extension approach was developed.

3 RESULTS AND DISCUSSION

After evaluating the perspectives of both service

providers and farmers regarding the effectiveness of

extension and advisory services, it was evident that a

single service provider is insufficient to provide all

the necessary services and information needed by

farmers. Consequently, there is a necessity for a

pluralistic extension approach. In light of this, the

current research suggests that an Integrated

Pluralistic Agricultural Extension (IPAE) approach

can be effectively adopted by farmers through

collaboration with various service providers,

including the State Department of Agriculture and

its affiliated departments, KrishiVigyan Kendra

(KVK), non-governmental organizations (NGOs),

Farmer Producer Organizations (FPOs), and input

dealers. The IPAE approach developed in this study

is illustrated in Figure 2.

Figure 2. Integrated Pluralistic Agricultural Extension

Approach

3.1 Integrated Pluralistic Agricultural

Extension Approach (IPAE)

Since the 1980s, investments in public sector

extension have declined, while new challenges and

opportunities faced by producers have dramatically

increased the need for diversified services for

sustainable production, climate change adaptation,

links to markets and entrepreneurship, community

mobilization, nutrition-sensitive agriculture and

much more. Consequently, a whole host of new

extension and advisory services (EAS) providers

have emerged, including non-governmental

organizations (NGOs), input dealers, Farmer

Producer Organizations (POs). The landscape of

EAS has thus become more pluralistic. Thus, no

single provider can accommodate the changing and

complex needs of heterogeneous rural producers.

However, such pluralism raises a number of

challenges. The emergence of new providers may

increase the competition for resources and decrease

information and experience sharing. Multiple

uncoordinated EAS providers often result in gaps

and duplication of efforts, power imbalances,

contradictory messages, and a failure to address the

needs of certain producers. Without coordination,

pluralism merely entails the presence of different

providers in a country with no functional linkages

among them. Coordination is thus key to

harmonizing programmes and investments and to

responding more efficiently and effectively to the

demands of different producers. In such a landscape,

the existing pluralistic approach needs to redefine its

role and become more of a neutral arbiter with

coordinating, regulatory and quality assurance

functions. Service providers should collaborate to

ensure synergy in their services towards common

goals. Therefore the need for Integrate Pluralistic

Extension Approach (IPAE) arises from the

recognition that a singular approach to agricultural

extension may not effectively address the diverse

needs and challenges faced by farmers. By

integrating various extension methods and

incorporating multiple stakeholders, such as

government agencies, NGOs, FPOs and local

communities, IPAE can provide a more

comprehensive and tailored support system for

farmers. This approach also promotes knowledge

sharing, innovation, and sustainable practices in

agriculture, ultimately leading to improved

productivity and resilience in the face of crises like

the COVID-19 pandemic. By adopting this

approach, agricultural extension services can

effectively address the challenges faced by farmers

and ensure the availability of essential resources and

support. Additionally, the integration of diverse

stakeholders and expertise through IPAE can lead to

innovative solutions and resilient agricultural

systems that are better equipped to handle future

crises. This can lead to improved farmer

productivity, sustainable practices, and ultimately,

food security in times of crisis such as the COVID-

19 pandemic.

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Strength of IPAE Approach with respect to

conventional extension approach lies in its ability to

tap into a solely on top-down dissemination of

information, IPAE recognizes the value of local

knowledge, farmer experiences, and collaboration

with various stakeholders. This inclusive approach

not only fosters innovation and adaptability but also

promotes ownership and empowerment among

farmers. Additionally, by incorporating multiple

perspectives and expertise IPAE can better address

the diverse needs. This collaborative approach

allows for a more comprehensive understanding of

the challenges faced by the agricultural sector and

promotes innovative solutions that are tailored to

local contexts. By promoting collaboration and

knowledge exchange, IPAE aims to create a more

resilient and equitable agricultural sector that can

better adapt to future challenges such as climate

change. IPAE recognizes the need for a more

holistic and inclusive approach that takes into

account the long-term sustainability of agricultural

systems, as well as the well-being of farmers and

rural communities. By bringing together diverse

stakeholders, IPAE fosters collaboration and

knowledge exchange that can drive positive change

in the agricultural sector.

IPAE refers to the collaboration of extension

service providers ie., State department of agriculture

and its line departments, Krishi Vigyan Kendras

(KVKs), input dealers, Farmer Producer

Organizations (FPOs) and Non Government

Organizations (NGOs) to provide forward and

backward linkage to farmers. Backward linkage in

IPAE includes providing high quality agricultural

inputs at consumer doorsteps (Mobile input vehicle

and door delivery services), equipping farmers

technical skills via online training, AI based mobile

application, WhatsApp group, help line service,

supplying required machineries through custom

hiring centre, supplying labour for intercultural

operation and providing credit assistance. Forward

linkage in IPAE includes facilitating farmers to

market their produce through mobile vehicle,

uzhavar santhai, e marketing, retail market such as

waycool, reliance, ninjakart, bulk procurement of

farm produce at fair price, providing cold storage

facilities for farmers and facilitating farmers to go

for value addition. Individual service provider could

not provide all these services on end to end basis to

the farmers due to lack of time, financial and human

resources. Therefore, EAS providers should

collaborate to ensure synergy in their services

towards common goals. This approach will be very

much useful during the time of crisis like COVID-19

pandemic. Furthermore, this approach enables us to

enhance collaboration and communication among

different stakeholders. With the ability to share real-

time data and insights, we can foster a more

coordinated response to upcoming crises like the

COVID-19 pandemic.

3.1.1 Backward Linkage

Backward linkage plays a crucial role in enhancing

productivity, efficiency, and competitiveness in the

agricultural sector. By establishing strong backward

linkages, farmers can access necessary inputs such

as seeds, fertilizers, and machinery, which are

essential for improving crop yields. This ensures that

farmers have access to high-quality inputs at

affordable prices, ultimately contributing to

increased agricultural production. Additionally,

backward linkage promotes knowledge transfer and

technology adoption among farmers by providing

them with training and technical assistance. This

enables them to adopt modern farming practices and

techniques that can further enhance productivity and

sustainability in agriculture. Moreover, backward

linkage fosters collaboration between farmers and

agribusinesses, creating opportunities for value

addition through processing and packaging of

agricultural products. This not only increases the

shelf life of perishable goods but also allows farmers

to capture a larger share of the market value.

3.1.2 Forward Linkage

An important component of forward linkage is the

establishment of strong market connections. Farmers

can leverage technology platforms to access real-

time market information, connect with buyers

directly, and negotiate fair prices for their produce.

Additionally, forward linkage involves the

development of value-added products and

diversification strategies. By processing raw

agricultural commodities into higher-value goods

like processed foods, farmers can capture a larger

share of the value chain and increase their

profitability.

a) Mobile input vehicle

Mobile input vehicle should be structured in a way

to provide required agro-inputs to farmers at their

door steps. This innovative mobile input vehicle

aims to revolutionize the way farmers’ access to

agro-inputs. By bringing these essential resources

directly to their doorsteps, it eliminates the need for

farmers to travel long distances or rely on traditional

supply chains. This not only saves valuable time and

Enhancing Resilience: Integrated Pluralistic Agricultural Extension Approach-Blueprint for Agricultural Transformation

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effort but also ensures that farmers have easy access

to high-quality agro-inputs when they need them the

most. The mobile input vehicle is equipped with a

wide range of products, including fertilizers, seeds,

pesticides, and machinery, catering to the diverse

needs of farmers. Additionally, it will be more

effective if expert agronomists are present on board

to provide personalized guidance and

recommendations based on the specific requirements

of each farmer.

b) Door delivery services

Input dealers started adopting door delivery services

of agro-inputs during the COVID-19 pandemic. Due

to lack of time, financial resources and human

resources they were unable to reach all the farmers.

To overcome these constraints input dealers should

collaborate with other service providers in such post

pandemic situation and also if there is any crisis

arise similar to the COVID-19 pandemic in future.

Thus, door delivery services of agricultural inputs

have revolutionized the way farmers’ access

essential resources. With the convenience of

doorstep delivery, farmers no longer have to waste

valuable time and effort travelling to distant stores

or markets. This efficient system ensures that

agricultural inputs such as seeds, fertilizers, and

pesticides are readily available to farmers whenever

they need them. By eliminating the need for physical

visits, door delivery services also contribute to

reduce transportation costs and carbon emissions.

c) Online training

Online training has become increasingly popular in

recent years, as it offers a convenient and accessible

way for farmers to enhance their knowledge and

skills. With the advancements in technology,

farmers can now access a wide range of resources

and courses right from the comfort of their homes.

These online training programs cover various

aspects of farming, including crop management,

livestock care, sustainable practices, and market

trends. They provide farmers with valuable insights

and techniques to improve productivity, reduce

costs, and maximize profits. Additionally, online

training allows farmers to connect with experts and

fellow farmers from around the world through

forums and virtual communities. This fosters

knowledge sharing and collaboration, enabling

farmers to learn from each other's experiences and

gain new perspectives. Moreover, online training

often offers flexibility in terms of scheduling,

allowing farmers to balance their learning with their

daily farming activities. Owing to emergency

(mobility restrictions) aroused during the COVID-19

pandemic, stakeholders involved in agriculture

started to adopt online training.

d) AI based mobile applications

AI based mobile applications for farmers have

revolutionized the way agriculture is practiced.

These applications provide farmers with valuable

insights and information that can greatly enhance

their productivity and efficiency. AI-powered

mobile apps such as M-Velanmai, Kissan GPT,

Outgrow App, etc… offer real-time pest and disease

detection capabilities. Farmers can simply take a

picture of an affected plant, and the app will quickly

identify the problem and suggest appropriate

remedies. This not only saves time but also helps

prevent the spread of diseases to other crops.

Furthermore, AI-based apps provide personalized

recommendations for crop selection based on factors

such as soil type, climate conditions, and market

demand. By leveraging historical data and predictive

analytics, these apps enable farmers to make

informed decisions about which crops to grow for

maximum profitability.

e) Farmers WhatsApp group

Farmers Whatsapp group is a platform where

farmers come together to share their knowledge,

experiences, and insights. It has become a hub of

information exchange, where farmers discuss

various farming techniques, crop diseases, market

trends, and innovative practices. The group serves as

a support system for farmers facing challenges in

their agricultural endeavors. It becomes a platform

for farmers to connect with buyers directly,

eliminating middlemen and ensuring fair prices for

their produce. The Farmers Whatsapp group has

revolutionized the way farmers communicate and

collaborate, empowering them to make informed

decisions and enhance their farming practices. It was

found from farmer’s smartphone that they had

separate WhatsApp group for availing EAS from the

state department of agriculture, KVK, input dealers,

NGO and FPO. It was recommended to create single

WhatsApp group by including all the service

providers in order to avoid crowding of messages

and confusion. Hence, all the service providers can

deliver EAS to the farmers via Whatsapp group

during post pandemic and if there arises any crisis

similar to COVID-19 pandemic in future.

f) Custom Hiring Centre

The Custom hiring centre for farmers is an essential

facility that aims to provide convenient and cost-

effective solutions to agricultural needs. With a wide

range of services available, farmers can access

modern machinery, equipment and tools necessary

ICEISA 2024 - International Conference on ‘Emerging Innovations for Sustainable Agriculture: Leveraging the potential of Digital

Innovations by the Farmers, Agri-tech Startups and Agribusiness Enterprises in Agricu

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for various farming activities. From tractors and

harvesters to irrigation systems and seed drills, the

centre ensures that farmers have access to the latest

technology without the burden of ownership. This

not only saves them from the hefty investment costs

but also allows them to focus on their core farming

operations. Moreover, the centre promotes efficiency

by offering skilled operators who are well-versed in

handling different machinery. This ensures that

farmers can maximize their productivity while

minimizing any potential risks or errors.

Additionally, the custom hiring centre serves as a

knowledge hub where farmers can gather

information on best practices, crop management

techniques, and market trends. By facilitating

knowledge sharing and fostering a sense of

community among farmers, the centre plays a crucial

role in empowering them with the necessary

resources and expertise to thrive in today's

competitive agricultural landscape.

g) Labour supply

By utilizing MGNREGA workers for intercultural

operations, we can effectively address the labor

shortage that has been exacerbated by the COVID-

19 pandemic. This strategic approach not only

tackles the current crisis, but also prepares us for

future challenges resembling the ongoing pandemic.

Leveraging the skills and expertise of MGNREGA

workers in diverse sectors will ensure a steady

supply of labor, minimize disruptions and foster

resilience at times of crisis. This innovative solution

not only meets immediate needs but also lays the

foundation for a more robust and adaptable

workforce in and beyond the post-pandemic era.

h) Credit support

Providing financial support to farmers to carry out

agricultural operations during pandemic, post-

pandemic, and any other crisis that arise in the future

is crucial for ensuring food security and stability in

our society. By offering subsidies and low-interest

loans, governments can help farmers overcome the

financial burden brought about by these challenging

times. Additionally, implementing comprehensive

insurance policies that cover crop failures and

market fluctuations can safeguard farmers'

livelihoods and provide them with safety nets.

Moreover, establishing a robust infrastructure for the

storage, transportation, and marketing of agricultural

produce will enable farmers to maximize their

profits and minimize losses. By taking these

proactive measures, the resilience of the agricultural

sector can be ensured in the face of future crisis

similar to the pandemic.

i) Help line services

Farmers were forced to distress sale because of lack

of market information. They were unable to obtain

fair prices for their produce. Market information

provided to farmers during the COVID-19 pandemic

via help line services was effective. This enables

farmers to sell their produce directly to consumers at

a high price. This has helped farmers increase their

income and improve their livelihoods. This would

ensure that farmers have access to accurate market

information, allowing them to make informed

decisions about when and where to sell their

produce. Therefore, it is crucial to recognize the

significance of help line services for farmers and

make them readily accessible regardless of any crisis

situation. Public service providers alone cannot

provide this service regularly to farmers. They

require the support of other service providers to

provide market information to the farming

community. Hence, all service providers should join

their hands to provide this service to farmers not

only during the pandemic, but also regularly.

j) ‘Uzhavarsanthai’ (Farmers Market)

Farmers can sell their produce directly to the

consumers in ‘uzhavarsanthai’. Owing to the closure

of the wholesale market, commission mandis, and

retail market, the use of ‘uzhavarsanthai’ by farmers

during the COVID-19 pandemic has increased.

Selling produce through ‘uzhavarsanthai’ will

increase farmers’ income. Hence, all service

providers should encourage farmers to sell their

produce at ‘uzhavarsanthai’, irrespective of the crisis

time.

j) Mobile vehicle mode of marketing

Marketing farm produce through mobile vehicle is

an innovative intervention provided by various

service providers during the COVID-19 pandemic.

This approach has revolutionized the way farmers

connect with consumers, ensuring a steady supply of

fresh produce while adhering to social distancing

guidelines. By bringing the market directly to

consumers' doorsteps, mobile vehicles have

eliminated the need for crowded markets and

reduced the risk of viral transmission. This initiative

empowered farmers by enabling them to showcase

their products and establish direct relationships with

customers. The convenience offered by these mobile

vehicles has been widely appreciated as it saves time

and effort for both farmers and consumers.

Therefore, this intervention will be instrumental

during post-pandemic situation as it provides a

convenient and accessible way for farmers to

directly reach their customers and increase their

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income. With mobile vehicles, farmers can bring

their fresh produce to different neighborhoods and

communities, ensuring that everyone has access to

locally grown food. Hence, the mobile vehicle

marketing mode has also opened new avenues for

growth and resilience in the agricultural sector.

k) e-marketing

Farmers started adopting e-marketing during the

COVID-19 pandemic. e-marketing of farm produce

has revolutionized the agricultural industry, allowing

farmers to reach a wider audience and increase their

profits. Through various online platforms and social

media channels, farmers can showcase their products

and connect directly with consumers. This form of e-

marketing enables them to highlight the quality and

freshness of their farm produce, enticing customers

to make purchases. e-marketing facilitates the

establishment of long-term relationships with

customers through personalized communication. The

advent of e-marketing has transformed the way farm

produce is marketed and has opened up new avenues

for farmers to thrive in today's digital age.

l) Linking with retailers

Linking farmers with chain of retailers such as

Waycool, Ninjakart and reliance will ensure income

for the farmers in sustained manner while also

providing a reliable supply chain for the retailers. By

collaborating with Waycool, Ninjakart, and

Reliance, farmers can tap into a vast network of

retailers who are committed to sourcing fresh

produce directly from them. This direct connection

eliminates the need for middlemen, ensuring that

farmers receive fair prices for their crops and

reducing the chances of exploitation. Additionally,

these partnerships offer farmers access to valuable

resources such as technology-driven logistics and

market insights, enabling them to optimize their

production and meet consumer demands more

efficiently. As a result, farmers can recive a steady

income while retailers benefit from a consistent

supply of high-quality products. This symbiotic

relationship fosters sustainability in the agricultural

sector, empowering farmers to thrive economically

while meeting the evolving needs of the retail

industry.

Owing to pandemic restrictions, service

providers linked farmers with the available retailers

during the COVID-19 pandemic. Farmers' income

has been increased despite the pandemic. Therefore,

service providers jointly should take all the

necessary measures to link farmers with retailers

even after pandemic through which farmers can

receive steady income and ensure the continued

growth of the agricultural sector. By establishing

strong and reliable connections between farmers and

retailers, service providers can create a sustainable

supply chain that benefits both parties. This can be

achieved through innovative technologies and

platforms that facilitate direct communication and

transactions between farmers and retailers.

Additionally, service providers should invest in

training programs and resources to enhance farmers'

skills and knowledge in market trends, product

quality, and sustainable farming practices. By

empowering farmers with the necessary tools and

support, they can adapt to changing consumer

demands and contribute to a more resilient

agricultural industry. By prioritizing the economic

well-being of farmers while meeting the needs of the

retailers, service providers can play a crucial role in

building a thriving agricultural sector that benefits

all stakeholders involved.

m) Bulk procurement of farm produce

Bulk procurement of farm produce by the

government, assured fair price for the farmers.

Government alone cannot procure all the farm

produce in bulk quantity. Therefore, all the

stakeholders should jointly procure farm produce in

bulk quantity. This will help ensure fair prices for

the farmers and stability in the agricultural sector.

During pandemic, each of the service provide

procured farm produe separately. But it guaranteed

assured price for the farmers. Service providers were

unable to reach all the farmers due to various

limitations such as transportation issues and limited

resources. By implementing a collaborative

mechanism in the agricultural sector, service

providers can overcome the challenges faced during

the pandemic. Instead of procuring farm produce

separately, this mechanism allows them to work

together and procure in bulk quantities. This not

only guarantees an assured price for the farmers but

also ensures that no farmer is left out or

disadvantaged. By adopting collaborative approach,

service providers can efficiently reach all the

farmers, overcoming limitations such as

transportation issues and limited resources. By

pooling their efforts and resources, they can

collectively support the farming community and

contribute to a more sustainable and resilient

agricultural sector.

n) Linking farmers with housing society

Farmers were connected with housing board or

housing society for marketing their farm produce

during the COVID-19 pandemic. This linkage

increased income of the farmers and farmers get

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permanent consumers. This collaboration not only

helped farmers market their produce effectively but

also provided them with a stable income source.

Additionally, it offered consumers the advantage of

having access to fresh and locally sourced products.

The positive outcomes of this intervention make it

imperative for service providers to persistently

support and promote such marketing strategies. By

doing so, they can contribute to the sustainable

growth of both farmers and consumers, fostering a

thriving agricultural sector that benefits everyone

involved. Therefore, service providers should

continue to support and promote these marketing

strategies to ensure sustainable growth for both

farmers and consumers.

o) Direct sale to consumers

Owing to mobility restrictions imposed by the

government during the COVID-19 pandemic,

farmers sold their produce directly to the consumers

at their village. Farmers received additional income

by selling their produce directly to the consumers.

Farmers preferred to go for direct sale even after

pandemic. Therefore, service providers should make

necessary arrangements for selling farm produce

directly to the consumers. Direct sales enable

farmers to establish personal relationships with their

customers, fostering trust and loyalty. Consumers

benefit from this arrangement as well, as they gain

access to fresh, high-quality produce at reasonable

prices. Furthermore, direct sales promote

transparency in the food system, enabling consumers

to have a better understanding of where their food

comes from and how it is produced. Overall, the

direct sale of farm produce serves as a mutually

beneficial arrangement that promotes economic

viability, sustainability, and consumer satisfaction in

the agricultural sector.

p) Cold storage

Cold storage facilities allow farmers to extend the

shelf life of their produce, preventing spoilage and

reducing post-harvest losses. By maintaining low

temperatures, these facilities slow down the natural

decay process, preserving the quality and freshness

of fruits, vegetables, and other perishable goods.

This not only enables farmers to store their harvest

for longer periods but also empowers them to access

markets with higher demand and better prices

throughout the year. Additionally, cold storage

facilities enable farmers to take advantage of

favourable market conditions by storing their

produce until prices are more favourable. They can

strategically release their products when demand is

high or when prices surge due to seasonal

fluctuations or unforeseen circumstances such as

crop failures or natural disasters. At present

government constructed only few cold storage

facilities for the farmers. Due to lack of financial

resources government were unable to construct

additional cold storage infrastructure. By

considering the advantage of cold storage, service

providers should worked together and construct cold

storage infrastructure at every village.

q) Value addition

Farmers were facilitated to go for value addition by

the service providers during the COVID-19

pandemic. By providing them with the necessary

resources, training, and infrastructure, farmers can

transform their raw agricultural produce into

processed goods that fetch higher prices in the

market. This not only increases their income but also

reduces post-harvest losses. Value addition

techniques such as drying, canning, juicing, and

packaging can enhance the shelf life of perishable

crops and make them available throughout the year.

Additionally, farmers can explore opportunities in

agro-processing industries like dairy, poultry, and

food processing to diversify their income streams.

Moreover, promoting value addition empowers

farmers to participate in the global supply chain by

producing high-quality products that meet

international standards. This opens up export

opportunities and boosts foreign exchange earnings

for the country. Government support through

subsidies, grants, and loans can play a pivotal role in

encouraging farmers to invest in value addition

infrastructure and technologies. Collaborations with

research institutions and private enterprises can also

facilitate knowledge transfer and innovation in this

sector. Therefore, even after pandemic farmers

should be encouraged by the service providers to go

for value addition as it provides higher price for their

produce.

Starting from delivering required inputs,

advisory services, online training to either

marketing/ value addition/ storage of farm produce

service providers such as state department of

agriculture, KVKs, input dealers, NGOs and FPOs

should worked together. By providing all these

services they can enhance the livelihoods of farmers,

retain them in agriculture, and even attract a large

number of youth towards this sector. This unified

approach will ultimately contribute to the

development of a thriving agricultural industry that

is both sustainable and prosperous. This

collaboration can lead to a sustainable and

prosperous agricultural sector.

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4 PRACTICAL IMPLICATIONS

The Integrated Pluralistic Agricultural Extension

approach is a comprehensive and inclusive method

that combines various extension strategies and

approaches to effectively address the diverse needs

of farmers. It recognizes the importance of involving

multiple stakeholders, such as government agencies,

NGOs, and community-based organizations, in

delivering agricultural extension services. This

approach aims to enhance knowledge and skills

among farmers, promote sustainable farming

practices, and improve overall agricultural

productivity. Additionally, it encourages active

participation and collaboration among different

actors in the agricultural sector to ensure the success

of extension programs.

By providing high-quality agricultural inputs at

the doorstep through mobile input vehicles and door

delivery services, IPAE ensures that farmers have

easy access to essential resources. This can lead to

improved crop yields and overall agricultural

productivity. Equipping farmers with technical skills

through online training, AI-based mobile

applications, WhatsApp groups, and helpline

services enables them to stay updated on modern

farming practices. This can result in increased

efficiency, better resource management, and

sustainable agricultural practices. Supplying

required machinery through custom hiring centers

allows farmers to access expensive equipment

without the burden of ownership. This can lead to

cost-effective and efficient farm operations,

contributing to higher yields and reduced labor

requirements. Providing credit assistance to farmers

addresses financial constraints, allowing them to

invest in inputs, machinery, and other necessary

resources. This can contribute to the overall

economic well-being of farmers and foster

agricultural development. Facilitating farmers to

market their produce through various channels such

as mobile vehicles, uzhavarsanthai, e-marketing, and

retail markets creates diverse market opportunities.

This can lead to better price realization for farmers

and reduce dependence on traditional markets.

Supporting farmers in value addition processes can

enhance the economic value of their produce. This

includes facilitating cold storage facilities,

promoting processing units, and encouraging

farmers to adopt value-added practices, contributing

to increased income

5 CONCLUSION

In conclusion, the Integrated Pluralistic Agricultural

Extension Approach (IPAE) represents a paradigm

shift in addressing the multifaceted challenges faced

by farmers. By fostering collaboration among

diverse stakeholders, including government

agencies, NGOs, FPOs, and local communities,

IPAE creates a synergistic platform for delivering

essential services. The strengths of IPAE lie not only

in its ability to tap into local knowledge and

experiences but also in promoting innovation,

sustainability, and inclusivity. As we navigate an era

marked by uncertainty and change, IPAE emerges as

a vital strategy to enhance the resilience of

agriculture. It offers a holistic framework that goes

beyond traditional top-down approaches,

recognizing the importance of coordinated efforts in

ensuring food security, promoting sustainable

practices, and empowering farmers. The success of

IPAE hinges on the commitment of all stakeholders

to collaborate, share knowledge, and work

collectively towards a more robust and equitable

agricultural sector that can weather the challenges of

the future.

In the backdrop of evolving challenges and

opportunities in agriculture, the Integrated Pluralistic

Agricultural Extension Approach (IPAE) emerges as

a transformative strategy to address the diverse

needs of farmers in the 21st century. The agricultural

landscape has witnessed a proliferation of extension

service providers, ranging from governmental bodies

to non-governmental organizations, input dealers,

and Farmer Producer Organizations (FPOs). This

pluralism, while reflective of the dynamic nature of

agriculture, also presents challenges such as resource

competition, information gaps, and power

imbalances. Recognizing the limitations of a

singular approach, IPAE advocates for the

integration of various extension methods and

collaboration among stakeholders to create a

comprehensive support system. This approach not

only acknowledges the importance of local

knowledge and farmer experiences but also fosters

innovation, adaptability, and resilience in

agriculture. As the world grapples with challenges

like climate change and the aftermath of the

COVID-19 pandemic, IPAE stands as a beacon for a

more inclusive, collaborative, and effective

agricultural extension approach.

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6 CONTRIBUTION OF THE

STUDY

IPAE developed through the fosters holistic

development by integrating various stakeholders,

services, and resources. This approach addresses

multiple aspects of farming, from inputs to market

access, contributing to the overall development of

the agricultural sector. By providing knowledge,

resources, and access to markets, IPAE empowers

farmers to make informed decisions and enhance

their livelihoods. This can lead to increased

confidence and self-sufficiency among farmers. The

use of online training, AI-based applications, and

other technological tools promotes the adoption of

modern farming practices. This contributes to the

overall technological advancement of the

agricultural sector.

7 LIMITATIONS OF THE STUDY

Coordinating multiple stakeholders and ensuring

seamless collaboration can be challenging.

Differences in priorities, administrative hurdles, and

resistance to change may impede the effective

implementation of IPAE. Availability of resources,

including finance, skilled manpower, and technology

infrastructure, may limit the successful

implementation of IPAE. This is particularly true in

regions with limited financial and technological

capabilities. IPAE's success may depend on external

factors such as market conditions, government

policies, and the overall economic environment.

Fluctuations in these factors can impact the

outcomes of the approach. Despite efforts to provide

services at the doorstep, there may be limitations in

reaching remote or marginalized communities. This

could result in unequal benefits and hinder the

inclusive nature of the approach.

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