Thrust Areas of the Promotional Activities of IFFCO G.C. Shrotriya and S.V.

Kaore Indian Farmers Fertiliser Cooperative Limited New Delhi - 110019 Abstract Promotional activities of IFFCO started ahead of the commercial production and fertiliser sales activities. Promotional programmes were reoriented from time to time to accommodate emerging needs. Spectrum of field activities were also enlarged substantially to cover varying local situations. Mass contact with farmers through meetings, demonstrations, training's, village adoption and special projects remained the core activities in the promotional programmes. Balanced fertiliser application and increased fertiliser use efficiency has been the main plank of fertiliser promotion strategy of IFFCO. In the recent past, cropping system/farming system approach, integrated nutrient management, water use efficiency and use of IT have been identified as the thrust areas of promotional activities. Multi agency collaborative efforts are also emphasised to undertake promotional programmes needing diversified expertise. ********* 1.0 Introduction Services to farmers by way of transferring to them the knowledge of latest crop production technologies has been the focal point of IFFCO's fertiliser promotion programme since the inception of marketing activities in Rabi 1970-71 well ahead of the commercial production and regular sales activities in the year 1975. The main plank of IFFCO's promotional programmes is to educate farmers and cooperative personnel to increase crop productivity through balanced use of fertilisers. The major emphasis of promotional programme is towards establishing regular contacts with farmers and cooperatives, crop demonstrations and use of effective medium of communication. With decades of extension activities by several agencies some general awareness about crop production and fertiliser use has been created among the farmers, however, ecologically and socially handicapped areas still require special attention. Similarly new innovations have also necessitated taking up location specific problem solving or innovation adoption programmes in a concentrated manner through area development approach. Special projects thus implemented, based on location specific situation helped to enhance crop

productivity and fertiliser use. Fertiliser promotion in present day environment has become a multi agency function. Advancement in agricultural and allied areas has increased the number of agencies contributing to the cause of fertiliser promotion. This has made it imperative for joining hands with other agencies to launch collaborative efforts in fertiliser promotion. IFFCO is also collaborating with various national and international agencies in implementing the promotional programmes. Not only the spectrum of activities of fertiliser promotion has increased but the number of collaborating partners have also increased. An attempt has been made to present IFFCO's thrust in promotion of balanced fertiliser application and highlight the future strategy. 2.0 Promotional Programmes of IFFCO In the beginning IFFCO's promotional programmes included only four activities viz. Two Plot Demonstrations, Block Sowing Demonstrations, Farmers Meetings and Field Days. IFFCO has reoriented its promotional programmes from time to time in order to meet the emerging needs. The spectrum of field activities has been enlarged to over two dozen activities viz. crop seminar, sale point personnel training, seed multiplication, critical input demonstration, agricultural campaigns ( soil testing, seed treatment, plant protection, tree plantation etc.), social campaigns (Medical checkup, veterinary checkup), Farmers visit, Farmers training, fairs and exhibitions, village adoption, special project etc. Some of the activities carried out during the past five years are given in Table 1. Through promotional programmes IFFCO could reach almost one million farmers every year. 2.1 Demonstrations on Farmers Field

Conducting crop demonstration on farmers field is the most effective method of convincing farmers on the need for adoption of agricultural technology to improve crop yield and fertiliser use efficiency. IFFCO is laying great emphasis to this programme. Demonstration on various crops are conducted on farmers field through various approaches. Summary of results of 4141 two plot demonstrations laid out by IFFCO during 1996-97 to 1999-2000 on farmers field revealed that productivity of crops and additional yield has increased considerably under recommended practice of fertiliser use as compared to farmers practice (Table 2). There is a wide variation, particularly in phosphate and potash dose, between farmers practice and recommended dose. The efforts, therefore, should be to bridge this gap, as deficiency of these nutrients is

becoming limiting factor in crop production. Demonstrations on farmers field were also initiated in collaboration with five Regional Centres of Indian Agricultural Research Institute (IARI, New Delhi). Introduction of improved varieties of different crops developed by IARI, with recommended doses of fertiliser application, was one of the major objectives in these demonstrations. 2.2 Soil Testing

Soil testing is the basic requirement for promoting balanced fertiliser application and also for amelioration of problem soils. Besides collecting soil samples and getting these analysed through near by soil testing laboratories, IFFCO also established two static soil testing laboratories at CORDET, Phulpur and Kalol and pressed in to service two mobile testing vans. Data from soil testing over a period of time reveal that nutrient status of soils is gradually declining from high to medium and medium to low. Percent samples analysed under low fertility status is constantly increasing. IFFCO's mobile soil testing vans analysed 1,11,827 soil samples from 2437 villages in over 200 districts in the states of Delhi, Haryana , Rajasthan, Uttar Pradesh, Bihar, Madhya Pradesh, Gujarat and Maharashtra during 1988-89 to 2000-01. A comparison of nutrient status of soil samples analysed during 1988-89 vs. 2000-01 by Mobile Soil testing Vans of IFFCO in the states of Uttar Pradesh and Madhya Pradesh indicates decline in soil fertility status over the years (Table 3), suggesting heavy mining of plant nutrients from soils which needs to be checked by addition of plant nutrients through fertilisers and other sources. 2.3 Integrated Plant Nutrition System (IPNS)

IFFCO initiated IPNS study and conducted field demonstrations between 199495 to 1997-98 at 55 locations involving 146 farmers in different cropping systems. The yield data from 1647 entries comprising IPNS and Farmers practice were analysed for 24 crops indicated that IPNS practice has definite advantage in terms of yield, profit and B : C ratio over farmers practice (3). The demonstration programme was further extended to all the operational areas of IFFCO. A case study of two farmers of village Ramgarh Nagla near Palwal in Faridabad district of Haryana reveals that total productivity of crops in IPNS practice increased by 12.8% (additional profit of Rs 6196/ha/year) and 12.5% (additional profit of Rs 4749/ha/year ) over Farmers practice in rice-wheat-green gram and rice-wheat-black gram cropping system, respectively (Table 4). Introduction of a pulse crop, biofertiliser and FYM application and nutrient

application based on soil test recommendation were the IPNS intervention in this case. IPNS practice also resulted in additional yield of 12.0 and 9.6 kg grain/kg nutrient and B:C ratio of 5.6 and 4.3, respectively. Total fertiliser consumption of village increased from 122.0 kg/ha during 1995-96 to 140.0 kg/ha during 1997-98 (Table 5 ). IPNS technology has to be worked out for each individual farmer depending upon his resources. Involving farmer for participatory diagnosis of constraints and opportunities (PDCO) before the initiation of IPNS programme is essential. Under the FAO - ICAR - IFFCO collaborative project on "Developing Eco Regional Integrated Plant Nutrient Management Systems for Sustainable Crop Production" which was initiated since Kharif 1999 in three districts viz. Meerut (U.P.), Bhopal (M.P.) and Bhubaneshwar (Orissa), farmers participation for working out IPNS treatments was one of the essential components of the project (4). Using PDCO methodology organic resources and availability of water for irrigation with the participating farmers were assessed. The project has been concluded and IPNS interventions in different situations have been worked out for wider adoption. 2.4 IMPHOS - IFFCO Project - Field Demonstrations IFFCO has also join hands with World Phosphate Institute (IMPHOS) to launch "On-farm trials on Efficient Use of Fertiliser Phosphorous in India", a project essentially involving multi-location single replication on-farm trials under different cropping systems in various agroclimatic regions. There are many useful research findings available on efficient use of fertiliser P, but these are yet to be adopted by farmers in general. The central idea of the project is to disseminate knowledge on fertiliser P use through demonstrations at farmer's field. Field Demonstrations under this project were initiated in nine states viz. Punjab, Tamil Nadu, Himachal Pradesh, Bihar, Jharkhand, Orissa, Madhya Pradesh, Chhatisgarh and Uttar Pradesh from Rabi 2000- 01 for a period of three years. The demonstrations comprised of three plots viz. 1. Farmers practice; 2. 50% recommended dose and 3. 100% recommended dose. Results of 50 demonstrations conducted during Rabi 2000-01 indicate that application of 50% and 100% recommended dose of nutrients has increased the yield of various crops over farmers practice in most of the cases. Summary of results, however, indicates that application of 50% recommended dose of nutrients in wheat and rice in the states of Punjab and Tamil Nadu was low by 11.0 % and 17.8% respectively over farmers practice (Table 6). This is because fertiliser application rates in farmers practices were higher than the 50% fertiliser

recommendation, however, there is still a big gap between farmers practice and 100% fertilizer recommendation for wheat and rice crop with the demonstration farmers. 2.5 Area Specific Approach

IFFCO has implemented area specific agricultural development projects to extend benefit of technology to the farmers through demonstration approach and to bring about overall agricultural development in the area. This approach of working with farmers in a concentrated manner helped to increase the productivity of crops and fertiliser use along with the adoption of other improved practices. The area development approach was based on certain specific situation like rainfed farming, reclamation of problematic soils, backward/tribal areas, introduction of specific technology like biofertiliser, bio pesticides, drip irrigation, watershed management etc. 2.5.1 Drip Irrigation Project A project on increasing water use efficiency (WUE) through Micro-Irrigation System (MIS) was initiated from 1995-96 for a period of 3 years in Haveli block of district Pune (Maharashtra). . The project was launched in collaboration with the State Department of Agriculture, Cooperative Sugar Factory, Theur and College of Agriculture, Pune. The primary objective of the project was to propagate the concept of micro-irrigation system (drip irrigation) to increase WUE and thereby increasing irrigation/cropping intensity and productivity of sugarcane, horticultural and vegetable crops. Besides encouraging installation of drip irrigation on about 504 wells, intensive educational programme was also planned. The experience of implementing drip irrigation project has revealed that 23.1 % additional area under irrigation was created due to installation of drip irrigation sets increasing the productivity of sugarcane by 29.4% and vegetable by 53.1% and cropping intensity also increased from 119.22% to 208.15%. The fertiliser consumption in Haveli block increased from 45.24 kg/ha in 199495 to 84.29 kg/ha during 1997-98 (1). 2.5.2 Recharging of Wells

Another project on Water Harvesting through Recharging of Wells, in village Kathrota (Rajkot) Gujarat having an average annual rainfall between 300 - 400 mm, was undertaken since Kharif 97. A total of 86 wells were recharged (2). Majority of the

farmers in the village were marginal and small. Because of enhanced availability of irrigation water due to recharging of wells, irrigated area and productivity of crops increased considerably (Table 7). Area under irrigation was increased from 84 ha in 1996-97 to 170 ha in 1999-2000. An analysis of information on recharging of wells indicate increase in the water table in the range of 1-11 feet (0.3 - 3.3 m) with average of 4.3 feet (1.3 m) during 1997-98 over 1996-97. Fertiliser use also increased from 94.5 kg NPK/ha in 1997-98 to 142.3 kg NPK/ha in 1999 -2000 (Table 8). 2.6 Use of Information Technology Farmers require timely information on weather, sowing time, availability and recommendations on inputs, availability of credit, expert advise on maintaining his crop in healthy condition, information on markets and on all other areas of interest to him and his family. Despite best efforts and expenditure, the conventional apparatus could not meet these requirements satisfactorily. An IT based service to farmers to address this lacuna is an important tool in the new approach to promotional activities. IFFCO's web site was launched in 1997 with substantial information on agriculture. Subsequently, the site was relaunched with more information and services in August 2001. The site provides substantial agri-information such as package of practices for field and horticultural crops, information on fertilisers, role of plant nutrients, nutrient deficiency symptoms, information about animal husbandry, list of mandies etc. Simple quizzes to encourage farmers to test their knowledge, facilities to 'ask the expert' and participate in discussions are also provided. Information on water management, seeds, agricultural implements etc. is being incorporated. It is planned to make it more illustrative and comprehensive. Gradually the entire web site with information on agriculture will be converted as a portal using simple user friendly technology such as touch screen monitors and multi language content. IFFCO has also taken up a project in collaboration with Indian Space Research Organisation (ISRO) to utilise satellite base remote sensing data and Geographical Information Systems (GIS). The project includes a fertiliser management module based on natural resources, weather, infrastructure etc. Five Regional Remote Sensing Service Centres (RRSSCs) of ISRO also participated in developing Geo FARM Package using Arc Info Software. Beta version of Geo FARM package is under trial run at IFFCO and will be operational after successful testing (5). 3.0 Future Promotional Strategy of IFFCO

1. Fertiliser as one of the inputs will continue to play a dominant role in the food grain production. The potential for increasing fertiliser use exists in the country which need to be exploited by strengthening promotional programmes. The emphasis in future programmes will be focused on balanced application of macro, micro and secondary nutrients, fertiliser use efficiency, soil testing, IPNS, natural resource management and environment-friendly practices for sustainable agriculture. The programmes will have linkages with the sales of fertilisers particularly in areas with low fertiliser consumption which need further efforts of market development. 2. Area development approach with site specific agricultural development programmes like watershed management, well water recharging, increasing water use efficiency, development of dry farming areas, crop diversification, soil reclamation etc. will receive greater attention. 3. As the large number of agencies are now related to agricultural development which indirectly contribute to fertiliser promotion it is becoming imperative to implement collaborative programmes to bring in qualitative improvement and new innovations in the existing programmes. 4. Promotional programmes also need backing of services like soil testing, input application, information access etc. The fertiliser sale points will be required to function as service centres. IFFCO is marketing fertiliser through cooperative channel. It is envisaged that village level cooperative societies will be strengthened to become service centres. Besides this, IFFCO is also operating its own outlet as Farmers Service Centres. Services from these centres will be extended to the farmers door step. 5. The promotional programme has to be worked out on the crop based approach after identifying the gaps in nutrient consumption and productivity of crops in a given area. An approach based on the potential yield and consumption vis-a-vis present productivity and fertiliser consumption will provide focussed attention for bridging the productivity gaps. Thus, the attention is being paid to crop and cropping system based approach on fertiliser promotion rather than the generalised nature of extension and publicity approach. There is also a need to follow farming system approach wherever feasible. 6. Information technology has tremendous scope in terms of reach and knowledge base. Use of IT in input promotion will be accelerated through better content management on IFFCOs web site and also its dissemination by establishing information kiosks. Farmers Service Centres and selected Cooperative Societies along with few franchise

points will act as IT based information centres for farmers. Internet browsing, e-mail facilities and ask the expert type of interactive facilities will also be available from these centres. 4.0 Conclusions

1. Educating farmers and cooperative personnel on balanced and efficient use of fertilisers has been the main plank of IFFCOs promotional policy. To establish regular contacts with the target group variety of field programmes are undertaken, of which farmers meeting, crop seminars, field days, crop demonstrations and soil testing campaigns are organised on large scale. 2. Field demonstrations, independently and in collaboration with national and international agencies, are considered as very convincing tool to educate farmers about adoption of new technology. Crop demonstrations on balance fertiliser use, IPNS technology have been widely adopted by IFFCO using different approaches. 3. Formulating promotion programmes based on the identification of gaps in productivity and fertiliser consumption, between potential and present level, will provide a well targeted promotional strategy in specific area for specific crops and cropping pattern. 4. Ecologically and socially handicapped areas need special attention. Similarly introduction of high tech agriculture require concerted efforts. Implementing special projects with site specific recommendations on area development approach can lead to dramatic change in agriculture and fertiliser scenario of the area. 5. Promotional programme also require service back up on several aspect of diagnosis of field problems and input applications. Fertiliser sales point can cater to these services. Efforts are being made to strengthen the sale points as service centre. 6. Use of IT in agriculture and input promotion is the new thrust area of promotional activities of IFFCO. The sale point has to work as information centre also. IT based kiosks are envisaged in the promotional activities. References 1. IFFCO (1999) . Agricultural Services and Promotional Activities 1996-97 & 1997-98. IFFCO, 53-54, Nehru Place, New Delhi. pp. 91 + ix. 2. IFFCO (2001). Agricultural Services and Promotional Activities 1998-99 & 19992000. IFFCO, 53-54, Nehru Place, New Delhi. pp. 69.

3. Kumar, V., Govil, B.P. and Kaore, S.V. (1999). Nutrient management through IPNS in farmers field - IFFCO experience. Fert. News 44 (12) : 89-94 and 99-106. 4. Shrotriya, G.C., Kaore, S.V. and Wankhade, K.G. (2001). Agricultural Productivity improvement through Farming System Approach. Fert. News 46 (11): 53-55 & 5758. 5. Shrotriya, G.C., Mittal, S.C. and Sudhakar, T. 2002 Role of Information Technology in Agriculture and Input Promotion - Experience of IFFCO. Paper presented in Group Discussion on Role of IT in Agriculture and Input Promotion, Feb. 13-14, 2002, FAI, New Delhi. --------------

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