Reuters MarketLight (RML) is a unique, “bottom of the pyramid”, mobile-based informationservice for farmers operational in thirteen states of India from Thomson Reuters.
Launched inOctober 2007 in three states of India – Maharashtra, Haryana and Punjab – thecompany expanded to 13 states by 2009. The rapid take-up of RML’s subscribed service –100,000 farmers in 12-15,000 villages in less than two years shows it has aprofitable business model.
RML providesindividual farmers with “customised, localised and personalised” weatherforecasts, local crop prices, agricultural news and relevant information (i.e.crop advisory) – in the form of SMS messages sent to their mobile phones intheir local language.
This allowssubscribing farmers to plan irrigation, application of fertilisers, and harvest– thus, managing some of their risks, as well as to decide when and where tosell their produce to maximise profit.
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For additional information click here to read "RML is an easy-to-use card sold in thousands of outlets"
For additional information click here to read "RML is an easy-to-use card sold in thousands of outlets"
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