Airtel, India’s largest private telecom operator, has struck a deal with the Indian Farmers Fertilizers Cooperation (IFFCO), making mobile telephony more accessible and affordable for rural consumers.

The joint venture - part of Airtel's Grameena Mobile Kranthi (rural mobile revolution) - will offer products and services specifically designed for Indian farmers through IFFCO societies in villages across the state of Karnataka. The Deccan Herald quoted V Venkatesh, Airtel mobile services chief executive officer for Karnataka, saying: “Besides mobile handsets with Airtel connections, farmers will also get access to VAS that will broadcast five free voice messages everyday”.

The services given to the farmers will cover market prices, farming techniques, dairy farming, animal husbandry, rural health initiatives and fertiliser availability. In addition, farmers can have queries answered by calling a dedicated helpline manned by experts from various fields. X