Farmers can make a simple phone call to seek a visit by the rythu ratham, a comprehensive information source on farming, be it on fertilizers or crop diseases or government schemes. The concept would encourage good agricultural practices and raise farm incomes, says Mr. Kotela. His company, eFresh Portal, has tied up with the Acharya N G Ranga Agricultural University, the University of North Bengal and the Food Safety and Knowledge Network for this.

The vehicle is equipped with soil-testing kits, pesticide sprayers, protective gear, an LCD projector, a computer system, and training videos, and so on. The material is shown in villages typically in the shade of trees, on gram sabha platforms and at panchayat offices