Farming 3.0: what it means for you, and how to make the most of it

Farming 3.0 will be determining and defining the adoption of cutting edge technologies – smart farm machinery like autonomous tractors, precision agriculture practices, custom hiring centers, and digital platforms.

Farming 3.0 will mean high farm productivity and minimal wastages, integrated value chains, technology platforms that connect farmers directly to consumers, data-driven advisory, digital platforms for effective knowledge dissemination, integration of cloud computing & IoT in farming, smart farm machinery like autonomous tractors, drones & sensor-based hi-tech applications, robust irrigation infrastructure, environment that supports innovation, and increased collaboration between the private sector and other stakeholders.

Meeting rural’s rising aspirations

We have worked on many aspects from product positioning, branding, and advertising; to the way we explain the sales story on the ground. We aim to deliver FarmTech prosperity to farmers across the world to enable them to Rise.

Our Customer Value Proposition (CVP) for both our brands – Mahindra and Swaraj, has helped us to define various initiatives for our customers. We are much beyond just selling machines to farmers; we work towards making a farmer more holistically aware about the mechanization solution that goes with it, and the overall solution around farming. To further enhance the consumer experience, we have also introduced tablets for our dealer salesmen. Apart from the technological changes we have also put in effort to train our sales team and have worked on the whole customer experience side. We are working to strike the right balance between using technology and building the right emotional connection.

About the author

Rajesh Jejurikar is the Executive Director (Auto & Farm Sectors) of Mahindra & Mahindra, an Indian multinational automobile manufacturing corporation headquartered in Mumbai. He is a Director on the Board of Mahindra & Mahindra and serves on the boards of several Mahindra Group companies in India as well as overseas.