Evaluating the effects of in-person and virtual agro-advisories dissemination on farmer adoption rates—a case study of Rice Crop Manager, Odisha, India

Information and Communication Technology (ICT) tools have proliferated in agriculture, complementing conventional extension services by delivering timely information directly to farmers. In 2012, to leverage the benefits of ICT, the International Rice Research Institute integrated the Site-Specific Nutrient Management (SSNM) concept into a digital tool called Rice Crop Manager (RCM) to provide nutrient management advisories to farmers at their doorstep for the rice-growing farmers of the Philippines, India, Indonesia, and Bangladesh. This study evaluates the effectiveness of in-person and telephonic dissemination pathways for Rice Crop Manager (RCM) in Odisha, India and their influence on farmers’ adoption. Two dissemination channels were evaluated: (1) face-to-face delivery through Common Service Centres (CSC), where farmers received printed advisories; and (2) telephonic dissemination facilitated by Precision Development (PxD), which provided advisories over voice calls at the beginning of the season followed by periodic advisory calls and reminders. Using semi-structured questionnaires, researchers interviewed farmers at the end of one cropping season, after advisories were provided at the onset. Key emphasis lies on user feedback about the RCM recommendations’ utility in crop management and the influence of dissemination modes on adoption decisions. Results indicate that delivery methods critically affect uptake; the telephonic mode, combined with regular reminders to follow the advisories, proved to be more effective in terms of farmers’ adoption than a one-time interaction. The study also scrutinizes how farmers’ socio-economic profiles, such as age, education, landholding size, and digital literacy, modulate these decisions. Notably, 64% of RCM adopters reported yield improvements. Farmers proposed enhancements, such as hybrid dissemination combining calls with printed advisories, simplified language, and great field support, to boost future adoption of digital advisories.