(K)now or never

It’s real now. An idea intent on happening.

First seed in August 2014 of a digital platform that presents curated information to smallholder farmers. Intent and initial exploration in March 2015, with phone to our first vlogger. Sketch in mind and of commitment September 2015 to focus on agriculture and some infotainment. Research, writing and sharing December 2016 as part of the Chevening Gurkul Fellowship… First concept test Jan 2016.

Early concept sharing Jan 2017

White board magic

First articulation @ Chevening Gurukul Fellowship, Kings College

Testing and more refinement through the year…. and here it is now.

I am Kisan creates a digital platform where curated information is available to smallholder farmers in building their self-reliance and resilience. Starting with agriculture, it helps the user community i.e. smallholder women farmers in being less dependent on their immediate context for information and services. Built on Android, the application has been built in English, Hindi and Oriya and is targeted at farmers in the specific geographical context of the Central Indian tribal belt.  

Through this period I felt almost embarrassed apologetic about working on a mobile app. As a totally brick and mortar believer, and with focus on an area like the tribal belt, surely what can a mobile app achieve? What and how much can information really achieve? Where are the phones? While these questions still linger just an inch below the surface of the login screen in my mind, this journey has increased my conviction of the interest of these farmers, who are in early stages of prosperity, in seeking knowledge, connect and voice. Some assumptions have been reversed and some new insights generated.

Smart phones. People are on the cusp of decision making on smart phones – good content and mobilisation can drive up purchase/ conversion into smart phones. In the place where online and offline worlds, these changes are supported and triggered by a larger eco system. I get onto a platform when I am likely to find more of mine besides the new. Here too, while its quite an individual choice, it is also systemic.

Interest in something new- patience and interest in getting this application … as a doorway almost for this new world is immense. There is willingness to work through hiccups to get something new. New is what has helped us get a start and new is what will need to be retained for delivering value.

We asked a question as part of our baseline – how far does your good work carry? How far would you like it to go? Digital technology has the possibility to amplify the voice of these farmers. Videos uploaded to our beta release have got increasing views, giving us confidence that this a powerful medium for expression and learning.

When we started design process, internet connectivity was a big issue. We designed the app as totally offline. Today of the users, 80% are on the internet already. It will take good content to keep them online, supported of course both my affordability and ability to buy. Almost as a reminder of the reality of the region, our efforts to get our 100th user saw us on the rooftop of a village looking for range to do an offline install of the application…We need to cater to both worlds in the design.

In a world of million downloads, 100 is a tiny speck. Sitting in the greenfield “real estate of the mind” of these first time 100 smartphone 100, is an exciting place to be! Now to making this a township! We plan to sit with users regularly to ideate, create buzz and refine…. because knowing is the only way to stay new.