We are engaged with the Government of Punjab to help address stubble burning. Our emphasis in 2020 is on in-situ adoption of alternative technologies by farmers. To address identified barriers to the adoption of machines, we developed a communication campaign targeting farmers. The multi-media campaign across TV, radio, print and outdoor was supported in media by the Government of Punjab.
In addition to barriers to the adoption of machines, data shows that farmers have doubts about their usage, which leads to poor utilization. We created a bank of FAQ videos on the Happy Seeder and Super Seeder featuring experts from the Punjab Agriculture University (PAU), Ludhiana. We launched two mobile-based solutions to disseminate these videos among farmers and provided them with the opportunity to answer their doubts directly with PAU experts on a call.
To supplement our efforts, we placed Project Management Units (PMUs) to directly support district administrations in Chandigarh and three high burn districts (Barnala, Bathinda & Sangrur). The PMU is supporting district officials to directly engage with farmers through farmer events and increase machine utilization.
The program is planned as a multi-year intervention. The learnings from 2020 will help inform our strategy for next year.