Educated Farmers’ Children Drive Sustainable Agriculture in India
Sarabjit Singh Puri, Chairman of Fateh Rural Limited, highlights a significant transformation in Indian agriculture: a new generation of educated farmers is embracing sustainable and environmentally friendly practices.
Speaking in an online interaction with businessline, Puri noted that farmers are now seriously reconsidering their use of chemical products. “They have started preferring products that can at least help them reach the same level of productivity which a chemical has been giving them,” he said.
This shift is being powered by technology. Farmers are increasingly using sensors and IoT (Internet of Things) devices to monitor water consumption and the use of pesticides and fertilizers, especially for high-value export crops like grapes. This technological adoption is also creating opportunities for agri-tech startups.
Fateh Rural’s Call Centers Support Rural Communication
Founded in 2003, Fateh Rural is a Punjab-based advertising and branding firm that specializes in rural marketing through its call centers. The company’s services are dominated by clients in the agri-input, fertilizer, seed, and pesticide sectors. Also Read | Karnataka Budget 2025: Sowing Seeds of Progress in Agriculture and Rural Economy
A key feature of the company’s operations is its workforce. The 150-employee strong firm hires and trains rural women graduates, preferably with backgrounds in agriculture, to speak to farmers in their specific regional dialects. This approach facilitates better communication and trust.
Puri noted that the widespread use of smartphones has dramatically changed the rural landscape. “Over the past 10 years, the usage of smartphones has increased and improved. Almost everyone, including farmers in their 50s and 60s in rural areas, has a smartphone,” he said. Farmers are now using apps and other digital tools to connect with experts and fellow farmers. The rise of agricultural YouTubers and online platforms allows farmers from different states to exchange ideas, experiment with new crops, and explore new markets for their produce.
Global Expansion on the Horizon
Fateh Rural’s call centers serve as “virtual field assistants,” conducting follow-ups with 60–70 farmers daily after meetings held by agricultural companies. These virtual assistants provide information about products, services, and solutions that farmers need.
The company plans to expand its services across all Indian states and eventually into other countries. Puri explained, “Crops are similar in Africa, other parts of Asia, and even South American countries. Many languages are available here with us also.” The company is considering opening call centers outside of India to support farmers globally, with the goal of covering every farmer’s language worldwide.
Fateh Rural’s long-standing relationships with multinational clients, one of which has been with the company for 15 years, attest to its earned trust and success.
The company strategically establishes its call centers in Tier-2, -3, and -4 cities to take advantage of lower living costs and a closer connection to rural areas. In addition to agriculture firms, Fateh Rural also serves clients in agri-machinery, insurance, veterinary science, and now, solar technology, helping companies generate leads and educate farmers about solar water pumps.
With call centers in locations like Kashmir, Ranchi, Amaravati, Hyderabad, and Coimbatore, Fateh Rural offers services in Kashmiri, as well as all four southern languages, demonstrating its commitment to localizing communication for farmers across the country.
