October 2025 | 720 words | 2-min read
For millions of farmers across India, the smartphone has become as essential as any agricultural equipment. Whether they’re seeking tips to boost yield, protect crops against unpredictable weather, or tackle pests, farmers are increasingly turning to platforms like YouTube, Facebook, and WhatsApp for timely and practical information.
This shift in behaviour was one of several insights that inspired Rallis India to double down on its customer strategy — making science-based solutions more accessible and strengthening engagement with farmers nationwide. “We realised that they [farmers] weren’t consuming traditional channels like TV commercials as much as they used to,” says Krithika Subramaniam, (DGM – Digital & Customer Relations) at Rallis India. “So, we started powering our Social Media channels with content.”
With good reason. By 2030, an estimated 70% of Indian farmers will use digital platforms for agricultural services, according to the Federation of All India Farmer Associations (FAIFA) Indian Agriculture Outlook report.
The idea is to meet farmers where they are — not just geographically, but digitally by tapping into the platforms they rely on daily, shares Ms Subramaniam. Unlike TVCs, YouTube provides precise and granular metrics — what content is gaining traction, how many people are watching, for how long, where they drop off and so on — which helps in developing relevant content.
Virtual is Reality
What started five years ago as a pilot to test digital adoption among farmers has now evolved into a full-fledged strategy at Rallis India. The company’s digital investment has grown exponentially, given the fact that 55% of India’s active internet users now come from rural areas.
Today, its engagement suite goes beyond crop seminars, demonstrations, field visits, and one-on-one farmer interactions. It now includes QR codes, missed-call facilities, landing pages in regional languages, and a WhatsApp-based chatbot that gives farmers easy access to product information and support. Advisory services are further strengthened by the ‘Dr Vishwas’ toll-free helpline, available in 10 languages.
Right Content, Right Platform
On YouTube, Rallis India publishes crop solution-related content such as product FABs (features-advantages-benefits), farmer testimonials, and crop seminars in regional languages. What’s encouraging, notes Ms Subramaniam, is that farmers — whether experienced or just starting out — are getting more and more comfortable engaging on these platforms. “They are curious to gain knowledge about new agricultural products and solutions because the sector is fast evolving.”
Rather than simply advertising features, products are positioned as solutions to real problems. “For example, in July-August, we know that paddy in a certain state is 90–100 days old. So, we communicate: ‘If your crop is at this stage and you see this problem, spray this product.in the right recommended dosage at this this specific time of application ’ We provide further details via WhatsApp,” explains Subramaniam. Behind the scenes, the team is working to transition WhatsApp interactions to a Large Language Model, enabling the chatbot to handle multiple languages and dialects and respond to farmer queries more contextually.
This year, the team is piloting farmer quizzes. After on-field meetings, farmers can scan a QR code, answer 10 questions, and view the leaderboard. “Top scorers get recognised. They also scan QR Codes to reach us with their queries. It’s becoming gaining adoption,” she says.
Ears on the Ground
With community-building becoming central to distance-based marketing, Rallis India is forming hyperlocal farming communities and engaging micro-influencers to deliver customised information through credible partners.
The company has also launched a mobile app called Sampark, given to its 1,100 field representatives who meet 10–12 farmers daily. They log problem statements, generating around 12,000 entries each day. The team uses interactive data visualisation tools to analyse crop stages and pest conditions, helping determine the needs of farmers and accordingly provide them with the necessary solutions.
- Anju Maskeri
