Innovative Extension Approach for Sustainable Agricultural Development: WhatsApp Groups for Farming Solution

Abstract

Extension system has to be broadened by incorporating innovative extension approaches to manage present day challenges in agriculture viz., climate change, unpredictable and shifting weather, dwindling resources and population stress. With global competitiveness and market liberalization farmers are required to adjust their production portfolio to the emerging trends in food consumerism in domestic as well as global markets. With improving quality production and better job opportunities in rural areas the livelihood security of the farmers will definitely change the face of Indian agriculture. Sustainable agricultural development is very important for the security of rural livelihood. Farmers need information to make necessary decision to improve their production in agriculture for which a strong network of extension system is functioning, along with government initiative, extension scientists and functionaries working for agricultural development. The role of extension system is to groom farmers into the most intelligent decision maker. The use of internet, mobile and video- conferencing assists them for getting technical helps about farming. A number of research works reported that sixty per cent of the farmer households did not access any information on modern technology. Lack of better and up-to-date information that has made most farmers failed to make uninformed decisions on farming practices leading to unnecessary losses. Mobile internet in India has the strong potential to improve small farmer’s access to agricultural knowledge and information. The internet and social media infiltration are likely to increase substantially in near future. These situation presents an opportunity for each farmers to use social media for sharing agrarian information to rural mobile internet users. WhatsApp; one of the most popular social media tools offers many unique advantages, which makes it a potent agricultural extension tool. However, its use is ushers by many challenges, which need to be addressed for it to be effective. This article reviews the innovative extension approach, Whattsup as a farming solution, its advantages, applications and challenges involved.