RML, Idea join hands to launch service for rural markets

Reuters Market Light (RML) and Idea Cellular have joined hands for distribution and sales of RML's agriculture information service at more than 50,000 retails outlets in Maharashtra and Goa circle. The service, which is already operational in Maharashtra, Punjab and Haryana, through this tie-up would be easily accessible to farmers across 25,000 villages in Maharashtra.

RML provides personalised information on crops, market prices, weather updates and other crucial information on agriculture through its SMS service. The company has so far sold its service package to more than 1,20,000 farmers in three states.

Amit Mehra, managing director, RML said, "We have a team of professional that gathers information from 10 states in India. We would soon add Andhra Pradesh and Tamil Nadu under our belt. The partnership with Idea Cellular is exclusive and would be further extended to other telecom circles as well."

Idea Cellular would sell "Krishi Vouchers" priced at Rs 75 at more than 50,000 retails outlets in Maharashtra under this deal. The concerned information is sent through SMSs to individual farmer. The RML has so far reached 1,20,000 farmers and expects to grow fast with the partnership with Idea Cellular.