The Wall Street Journal has chosen Tata's mobile-based crop advisory service as the winner of its 2008 wireless technology category.

The MKrishi application allows farmers to access vital agricultural data via their mobile phones. The program, which utilises sensor technology, offers personalised information and expert advice in local languages. MKrishi also responds to voice-specific functions.

The application has reportedly been deployed in several Indian villages including Borgaon, Waifad, Ganori and Bichaula for grape, cotton, soybean and potato farmers.

Tata has announced plans to create a business model composed of local franchisees and subject matter experts. The service will eventually be categorised into free, vanilla and premium. According to Dr. Arun Pande, the company believes that there is a "scope of subsidizing the service to poor farmers to a great extent through targeted ads on a cell phone". X

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