Vodafone as a Technology company strongly believes that with use of tech and futuristic solutions we can solve real problems that people face and make this world a better place. This has been articulated globally and in India with its new positioning called Future is exciting. Ready?
As a part of this new positioning Vodafone started a service for farmers called Vodafone-Kisaan Mitr. The service provides daily information to farmers on weather forecasts, real-time wholesale market (mandi) rates, and updates on government schemes. But the truth was that this wasn't enough to solve the real problem that farmers faced- financial instability!
Financial instability and inability to repay loan was driving farmers to commit suicide. In-fact in just two years between 2015-16,10,100 farmers committed suicide in India. To stay true to Vodafone's positioning we had to find a long-term solution that can provide some financial stability (in any little way possible) to farmers so that they do not think of taking extreme steps like suicide. To start with Maharashtra was selected as the test market as Maharashtra accounted for 33% of the farmer suicides in India.