60% of Indians work in agriculture, yet their contribution to GDP has fallen by 30% in the last 40 years (State of Indian Agriculture, 2012-13). From decreasing productivity levels, ever increasing input costs, to poor price realization of their produce, there are many ills that ail the small farmer in a developing country like India. Furthermore, problems are getting compounded by rapid changes in climate and water availability.
It is clear that making agriculture a sustainable source of income for such farmers is a serious developmental goal: one that requires careful policy making as well as grassroots level change. To introduce grassroots level change in practices, the Indian Government, agricultural universities, and NGOs have introduced several schemes. There are two major problems with such schemes, namely, their recommendations are not tested in agricultural land under local conditions, and they do not provide proactive support and extension systems to ensure good reach and uptake.
To help the small farmer effectively adopt scientific practices, it is necessary to not only subsidize capital cost and provide information, but to also continuously work with the farmer, build trust, help them overcome their risk-aversion through introducing them to role models. 'Magasool' addresses the issue by providing agricultural support that is personalized, adapted to prevailing farming conditions in each region, and hands on.