WhatsApp Model for Farmer Led Extension: Linking Actors and Generating Localized Information for Farmers

Aims: This study aimed to explore the potential of using WhatsApp to enhance farm advisory services.

Study Design: Quasi-experimental design.

Place and Duration of the Study: The study was conducted in 8 districts of the State of Himachal Pradesh India, June 2016-December 2016.

Methodology: An experimental WhatsApp group involving 96 farmers was created across eight districts of Himachal Pradesh, India. The posting of messages and queries were examined for six months. Different types of farmer queries were responded with the support of subject matter specialists across various relevant agro enterprises.

Results: Over six month period, 442 posts were shared by farmers in the WhatsApp group. Of these, 34.16 percent of posts pertained to the queries on agricultural problems faced by the respondents. This was followed by real life photos (20.59%), greetings (12.44%), irrelevant posts (7.47%). A total of 61 queries related to problems in crops and vegetables, 62 in animal husbandry, 19 in horticulture and 6 in floriculture were referred for advice through WhatsApp.

Conclusion: WhatsApp is an effective tool for real time farm advice and can serve as an important platform for sharing need based and demand driven farm extension information across the various farming enterprise.