Farming in
BRIDGET SHEERIN BERND REIDEL MAGGIE OLLOVE RIE WATANABE TAYLOR KUHN
230 million people go
hungry everyday in India. “ “ - The Alternative1
N H4
------POPULATION 2,580,000 FARMING DEGRADING ENVIRONMENT
TUMKUR 516,661
SIRA 301,473 FARMING
MADHUGIRI SOCI0-POLITICAL MARKET 265,884 FRAGMENTATION ECONOMY
KORATAGERE 160,952 21st Century farming CHIKNAYAKANHALLI 209,622 in emerging markets
PAVAGADA Farming is not easy anywhere in the world. Pressures come from different forces; including 246,255 socio-political, environmental and economic. However, with the growing populations and heavily dense mega-cities, demands on food supply are at an all-time high. This creates significant opportunity for farmers to re-assert themselves in new markets. For this to TIPTUR happen, new models of farming need to be developed to guide farmers to strategically add 217,124 value to their crops and position their small-scale businesses to respond to high demand. This concept is complicated by the fact that many of these farmers are undereducated, poor, and have very localized understandings of their farm. GUBBI 256,413 farming in tumkur? TURUVEKERE 174,290 Motivated by a partnership with IDIOM and DREAM-IN in the town of Tumkur India, we have located this problem within the context of southwestern India. Through this partnership, there is an opportunity to use innovative methodologies and design-driven opportunity to address KUNIGAL the problems of outdated models of farming. 236,030 FOrces placed on farmers: individual impact
FORCES OF STRESS DEGRADING ENVIRONMENT
FARMERS
SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY
forces place increasing pressure on farmers Tumkur suffers from severe droughts, made worse by water scarcity against any problem encountered. This often results in make-shift and increased climate disasters caused by climate change. The typical and temporary solutions. Sometimes these solutions work, but too farmer in Tumkur is cut off from the market economies and potential often they fail. An alternative is for the farmer to invest in high-cost profit from consumers in nearby Bangalore. This is in part because solutions that lead to high-interest loans and crushing debt. This debt of an inability to access knowledge about the market system. Caste problem and the resulting poverty cycle is very difficult to overcome, issues, religion, illiteracy, and distance all contribute to the isolation not only because of the relationship between farmers and middle- from knowledge. men. In many circumstances, middlem-man, the person between the farmer and the problem, earn a significant amount of money. This To understand the opportunity for systemic change, the current, is only relevant with the knowledge that the middle-men continues flawed system of farming in Tumkur must be examined. In the current to make money while Tumkur farmers are often unable to support system of farming in Tumkur, each individual farmer acts alone themselves to the extent of escaping the poverty cycle. Climate Water scarcity Market Pressure
• Different areas in the state of • 20 out of 35 districts in Tumkur can only • Severe weather causes the severe Karnataka are affected differently. receive water once every 8 – 10 days.4 fluctuation of prices of commodities.6 As exmaple, in Chikkanayakanahalli, pre-monsoon crops like sesame and • 50 out of 425 wells are dry in Tumkur.5 • “Many agricultural and food experts believe bengal gram have been completely that it is possible to take care of the poor destroyed. The ragi crop is in danger and hungry if food waste and losses are of withering.2 minimised. Because, in addition to food wastage, foodgrains worth Rs. 60,000 to • In all of India, 9 million tons of Rs. 70,000 crore a year are lost in the nutrients are washed away from country owing to lack of value addition and the fields annually because of processing infrastructure.”7 monsoons.3 Smart Farming Framework
DEGRADING ENVIRONMENT
WATER STARTER CO-OP STORAGE
FORM FRIEND MARKET SMS ALMANAC PRESSURE RELIEF
DESIGN INTEGRATED CALL 2 ACTION SOCI0-POLITICAL MARKET INDEX INSURANCE FRAGMENTATION distribution ECONOMY
For a new model of farming to be realized on this scale and of for it to be relevant. Therefore, the trust-building, social networking, this magnitude, new ways of organizing and producing must be and farmer value components of the Smart Farming framework carefully and tactfully designed. We have developed an framework must be prioritized. Smart technologies must find their place to identify not only challenges but opportunity to begin a process within this network, and be introduced through recognized systems. of re-organization for the Tumkur community of farmers to have the capacity to incubate locally designed solutions that address contextual The potential for the Smart Farming system cannot be predicted. needs. To accurately and sensitively implement Smart Farming, They must evolve from farmer feedback and direct interaction with the new technologies will need to be leveraged to work with farmers system. However, by buildling future scenarios, several possibilities to provide real-time and accurate information and data, respond to can be explored and developed for further speculation. the growing pressures in the lives of farmers and to continuously evolve to predict and tackle future scenarios. At the same time, this intricate technology must be directly guided by the Tumkur farmers long term goal: Smart Farming What is a Smart Farming? An innovative framework that re- Collaborating with our on-the ground partners, organizes the community of farmers to have the capacity to we propose to begin developing the network incubate locally-designed solution to the local needs of farmers by: of farmer-centric support, to gain trust and resilience. Over time, we see a robust safety net of farmers working as a group to overcome Our Smart Farming Network seeks to strengthen the existing but issues that affect the entire region. Over time, unorganized farmer to farmer network in Tumkur through the following: power will be shifted from the middleman, who has become a filter between the market and potential profit from the market to the #1) Building trust collective of farmers. The middle men will have through offering information i.e. farm festivals no choice but to evolve and develop a new way to work with the famers, incorporating their business models into and with the network, #2) Accessable to all ensuring that farmers and all related entities
inclusive to al languages, dialects, education levels are considered in this new model.
Smart Farming should “ #3) BUILDING UPON build “upon the SMS alert system already existing frameworks, i.e. SMS technology already being used developed within Tumkur, and popular among farmers. #4) RELIABLE it has to work! Reliability similar to AT&T, etc. - criteria gained from workshops
#5) RESPONSIVE to farmer needs
#6) RESILIENCY the smart aspect will provide resiliency RUMA RUMA’S LOANS
Meet Ruma. Her husband – Pavan – was a farmer. He committed suicide because of the immense debt he was in from loans. Though this might seem like a drastic measure, farmer suicide is not uncommon in Tum- kur and research papers suggest that the trend is a symptom of debt.8 Within the Department of Agriculture, there are measures to work with the families of farmers who commit suicide. A subsidy would grant Ruma XXXXXXXXXX (some money)9 to help ease her financial burden. However, this means difficult paperwork and complicated bureau- cracy, and for Ruma this is almost impossible because of illiteracy and inexperience. intervention 1: form friend sms almanac 1 year 5 year
WHERE TO START: PROLONGED Hariti: the loan advisor HELP: A local employee of smart farming
insight over time... methodology for form friend: • SMS technology is used by people in India • Once Ruma joins the network her regardless of income levels experiences will be built into the DEGRADING
system to tprovide smarter service to ENVIRONMENT • People in India speak many different DEGRADING languages and dialects. others. ENVIRONMENT F ORM F • Farmers in Tumkur have high illiteracy • The SMS Almanac will provide • SMS technologyRIErates.N farmers with time-sensitive • Specific Dialect D: data, such as weather and tips SOCI0-POLITICAL MARKET distribution ECONOMY • Utilizes Network to customize FRAGMENTATION FORM FRIEND criteria: for preventative action to build her experience and needs • Form friend should provide social and informational connectivity SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY • The concept should collect data to solve issues specific to individual’s hardships
• Provide potential to grow and tackle big issues
• This product should utilize the Smart Farming Network to customize experiences and needs intervention 2: water starter
collect desire of the farmer make fund for the desire $$$
GLOBAL sms PLATFORM
idea4-a: cloud co-op NETWORK
DEGRADING sms ENVIRONMENT BORE WELL FUND $$$ INSIGHTS CRITERIA -each farmer cannot -farmers should be able to understand whole system of get the information they want market to know -knowledge of market, -the tool(touchpoint) must be weather help farmers work easy for farmers to use efficiently SOCI0-POLITICAL MARKET insights: sms interface: idea4-a: cloudFRAGMENTATION co-op methodologydistribution for waterECONOMY starter: • The complexity of the many Farmers will use existing technology transactions in the marketplace (SMS messaging) to facilitate DEGRADING are difficult for any one farmer or information and time-based needs ENVIRONMENT stakeholder to comprehend.
• Knowledge of market and weather Company A needs 5 boxes of peanuts data can help farmers work efficiently. by next week. Can you ship some??
I can ship 3 boxes tomorrow. criteria: Thank you for your cooporation. Please MARKET • Farmers should have access to bring them to the co-op. SOCI0-POLITICAL FRAGMENTATION distribution ECONOMY relevant information.
• The tool(touchpoint) must be simple for farmers to use and not time before outlineconsuming. send outline Designer Call 2 Action (background: farm) intervention 3: Designer call to action SMART FARMING OFFICE DESIGN ++ SCHOOL RUMA SMART FARMING BRIEFING DESIGN NETWORK PRODUCT
DESIGN SCHOOL
Designer Call 2 Action Tumkur CENTER The Smart Farming Office over time... The farmers of the network tell about in Tumkur is trained and TheThe farmers Smart of the Farming network tellOffice about in Tumkur Designers wanted experienced in providing their problem spaces. High ranking their problem spaces. High ranking specific, design related local problemsis trained get selected and experienced to become a in providing ruma problems get selectedP rojeto becomects a insights 2 indians designerspecific, call 2design action. related local insights Smartdesigner Farming call 2 action. Office Design schools subscribe to the ++ Call 2 Action website and sets up a profile with specifications on what kind of design projects they want CLOUD to work on and what their condition and needs are.
Ruma Smart Farming The final designs will be created within an Briefing Design School Design Product Design schools subscribe to theNetwork Call 2 Action website pic of parsons Open Source framework. and sets up a profile with specifications on what kind entrance Open Source! of design projects they want to work on and what their or person The final designs will be created condition and needs are. within an Open Source framework. © at computer Design School
The farmers of the network tell about The Smart Farming Office in Tumkur their problem spaces. High ranking is trained and experienced in providing ruma problems get selected to become a 2 indians specific, design related local insights designer call 2 action.
The final designs will be created within an Design schools subscribe to the Call 2 Action website pic of parsons pic of parsons Open Source framework. and sets up a profile with specifications on what kind entrance entrance of design projects they want to work on and what their or person or person condition and needs are. at computer at computer idea4-a: cloud co-op
intervention 4:cloud co-op -needs of factory -needs of market -price rate producer -weather information -ship information farmers SMS transpotation -needs of market company -what they grow -price rate -schedule of shipping
co-op market
insight methodology for cloud co-op: About 1/3 of all food produced in India is wasted every year because this space isidea4-a: for each idea’scloud problem co-op space within of inadequate food Storage. Source:BBC the methodology graph DEGRADING ENVIRONMENT 1
INSIGHTS CRITERIA -each farmer cannot -farmers should be able to 2 understand whole system of get the information they want market to know -knowledge of market, -the tool(touchpoint) must be 3 weather help farmers work easy for farmers to use efficiently SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY Storage Solar powered cooling storage helps prevent food waste * SolerCool unit designed by University of
Cincinatti StudentsCompany A needs 5 boxes of peanuts by next week. Can you ship some??
I can ship 3 boxes tomorrow.
Thank you for your cooporation. Please bring them to the co-op.
send intervention 4:cloud co-op Brand Label (background:intervention market) 5: Label story Appendix Contents of the Appendix
A smart farming seal will guarantee In the first years, the brand will target SMART product quality and communicate the local market. But the ultimate goal is FARMING the smart farming principle—in this case— to prepare for a direct access to TUMKUR of the Tumkur network. global distribution (see Mother Earth)
The label will tell the story of the product, where and how it was produced. It will show the social value of smart farming products. Integrated Indexintervention Insurance (background: 6: mi disaster/draught/flood)cro-insurance
FARMER INFORMATION
SMART FARMING COMMUNITY INSURANCE COMPANY
Rich Information Information transactions that happen Index Insurance for other services of the Informationnetwork transactions that happen can Indexbe integrated insurance in several can of be the integrated other in several provide a more detailed view on the aspects of smart farming. Certain activities farmercontext ofusing each specificfor community other services of the network provide eg. digging well can ofbe theincentivised other aspects by eb. lowering of smart the farming. Certain cell phone a more detailed view on the context of insuranceactivities rate or can by unlockingbe incentivised access to by eb. lowering the each specific community additionalinsurance loans. rate or by unlocking access to Reliability Insurance companies can rely on the additional loans. strong smart farming network. Access to the smart farming cloud provides valuable information for risk reduction. Insurance companies therefore can offer lower rates or betterInsurance conditions. companies can rely on the strong people shaking smart farming network. Access to the smart hands farming cloud provides valuable information for risk reduction. Insurance companies therefore can offer lower rates or better conditions. VISION The interventions described in detail above are speculations to begin to explore the possibilities for a Smart Farming system. Though based on contextual data, personas, and available technologies, they remain placeholders for ideas that will be developed from the system itself. As a design project, the purpose is to strategically and specifically build a framework that places value on Tumkur farmers as a resource and engages them in a new system to propel their role in the problem space of emerging economies, and to do so by leveraging new technologies. The vision of Smart Farming is to strengthen a farmer-to-farmer network that pushes external pressures and stakeholders to re-negotiate their position within a new system. By strategically locating farmers at the center of this system, and building a framework that amplifies her feedback, interactions, and needs, this system will become responsive to the problems of Tumkur problems and therefore strengthen its viability. By learning from multiple farmers and layers of need, years down the line once a Smart Farming system is implemented, farmers will have the capacities to find loans from the global marketplace, build resiliency towards climate disasters through a forewarning system, and collect water to continue her business in times of severe drought.
Transferability and scalability
Though Smart Farming can only be successful through localized contextual information, gradual development, built trust with individual farmers, there exists opportunity for replication. Similar conditions of degrading environment, difficult marketplace economies, and fragmented socio-politics can be found in many places, including East Africa, South America, and in other areas of Southeast Asia. Potential is embedded in each of these locales. Each of these places would benefit from a framework combining design-led methods with local needs to leverage technologies that find specific and viable uses for a new model to approach complex problems. FUTURE Framework IN EMERGING MARKETS The Smart Farming framework developed through design-led processes is useful to both understand the challenges of farming in Tumkur as well as the opportunties. A similar framework can be designed for other pressing issues in emerging markets to promote dialogue between the people who live with difficult issues daily and the resources a global network can provide. This framework identifies need, innovates solution, and sets a structure for connecting local need and tacit knowledge along with global resources and experiences.
DEGRADING ENVIRONMENT FARMING DEGRADING ENVIRONMENT
FARMING CO-OP STORAGE SOCI0-POLITICAL MARKET MARKET FRAGMENTATION ECONOMY SOCI0-POLITICAL FRAGMENTATION distribution ECONOMY References 1Aravamuthu, K. (2012, April 19). [Web log message]. Retrieved from http://thealternative.in/environment/wasted-food-journey-half-eaten- plate/
2 Fear of drought grips farmers in tumkur. (2012, Oct. 07). Deccan Herald. Retrieved from http://www.deccanherald.com/content/196307/ fear-drought-grips-farmers-tumkur.html
3 Hegde, D. N. G. (2002). Food security – a challenge for the future. BAIF Journal.
4 Administrative Staff College of India, Hyderabad. Directorate of Municipal Administration Government of Karnataka, (2012). City sanitation plan tumkur, karnataka. Karnataka, India.
5 Bhuvaneshwari, S. (2011, April 20). Acute water scarcity in tumkur city. The Hindu. Retrieved from http://www.thehindu.com/todays-paper/ tp-national/tp-karnataka/acute-water-scarcity-in-tumkur-city/article1711043.ece?textsize=large&test=1.
6 Prabhu, N. (2012, Oct. 14). Farmers worried as prices of several commodities crash . The Hindu. Retrieved from http://www.thehindu.com/ news/states/karnataka/farmers-worried-as-prices-of-several-commodities-crash/article3994922.ece
7 Kumar, S. (2012, June 15). The big fat indian wastage . The Hindu. Retrieved from http://www.thehindu.com/todays-paper/tp-national/tp- karnataka/article3530323.ece?css=print
8 Assadi, M. (2007). Farmers’ suicide in india: Agrarian crisis, path of development and politics in karnataka. Informally published manuscript, Political Science, University of Mysore, Manasagangotri,, Mysore, Karnataka, India.
9 Comp offers Rs. 1 lakh (US$2243) compensation, but only under the following conditions: first, the farmer must have owned title to the land; second, the farmer must have been indebted when the suicide occurred; and third, the indebtedness must be the proximate cause of the suicide. The first condition in particular has served to disqualify a number of families. The story of Kalavati Bandurkar, as reported in 2007, is a case in point. Kalavati’s husband committed suicide as a result of crop failure and debt. *This comes from a paper at this website http://www.chrgj.org/publications/docs/every30min.pdf *This is directly from page 11 sited from 146 Agrarian Distress and Farmers’ Suicides in Maharashtra, supra note 4, at 155-56. and 147 P. Sainath, Farming — It’s What They Do, THE HINDU, May 24, 2007, available at http://www.hindu.com/2007/05/24/sto- ries/2007052402321100.htm. ture activist
Top ten agricultural magazines in india -heres another website with overview: http://www.permacultureprinciples. References(Continued) com/ Here are top ten magazine are published from India :- -every 2 years there is an international convergence http://ipcon.org/
YARDLEY, Jim. “A Village Rape Shatters a Family, and India’s Traditional 1.Kheti -a site from india i just googled http://permaculture.zoomshare.com/
Silence.” The New York Times, , sec. Asia Pacific , October 27, 2012. 2.Phal Phool http://www.nytimes.com/2012/10/28/world/asia/a-village-rape-shatters- 3.Horticulture today a-family-and-indias-traditional-silence.html?pagewanted=all (accessed 4.Indian Horticulture http://www.deccanherald.com/content/222447/women-farmers-adapt-
October 29, 2012). 5.Indian Farming climate-change.html 6.Agriculture Today http://www.pradan.net/index.php?option=com_content&task=view&id=66& 7.Agro India
Itemid=58 8.Modern Kheti 9.Liesa India
Digital Green 10.Farm Food http://www.ted.com/talks/nirmalya_kumar_india_s_invisible_entrepreneurs. http://www.digitalgreen.org/partnerexecutive html http://www.youtube.com/watch?v=1sq_6N60RYk&noredirect=1 City Farmer Blog http://www.cityfarmer.info/category/india/ dr nirmalya kumar invisible innovation
http://www.dailydump.org/ http://permaculture.in/ Seed Saver http://seedfreedom.in/wp-content/uploads/2012/06/Seed-Kit.pdf
Worldwide PermaCulture Network Farming examples http://permacultureglobal.com/posts/2995 PDFs Dowloaded http://www.cargill.com/corporate-responsibility/food-security/perspectives/ DESIGNING FOR THE UNITED NATIONS A New Interface for Procurement smallholder-farmers/index.jsp
Documentary on PermaCulture Opportunities Design + Management, Senior Thesis 2010 http://dotsub.com/view/b3997f3e-8074-4e3b-918b-b61465375427 The Benefits of Modern Trade to Transitional Economies* Retail & Con- http://www.paramountfarms.com/#home sumer Industry from Confederation of Indian Industry © 2008 Pricewater-
Video of Farmer/ Organic/ Process/ Milky mushroom houseCoopers http://www.thefarmernetwork.co.uk/ http://www.youtube.com/watch?v=jdcq5pkGAwI Management Ventures Inc. Retail Evolution. Positioning for Modern Trade http://www.chrgj.org/publications/docs/every30min.pdf Growth
Blog about mushrooms in India http://mushroomaddiction.blogspot.com/ http://www.seedsavers.org/Content.aspx?src=preservation.htm
Talks about average profit, process, sales options, with precise instructions Guide to planting http://www.seedsavers.org/instructions.htm#arugula
More Videos http://mushroomkikheti.blogspot.com/ Permaculture Links -a magazine that had stuff specifically on seed saving in india is permacul- Appendix 1: Workshops WORKSHOP #1 Through builting feature of the Farm Lab from the view of characters in culture, characters education, technology, and farming, we undertsood what we need, what we should consider.
INSIGHTS soil quality is a determing factor equipment ownership is expensive and a limiting factor familial ties and obligations is a priority CRITERIA Farmers need to participate without risking their own plot / food our design should function within what is possible given the soil quality Farmers need a community of knowledge Farmers use the same tools, same techniques to track what they use, which Need to experiement with new seeds species of seeds, how much water is needed, which fertlizers, what types of there is a disconnect between farmers and formal educators techniques, and can compare language can be a barrier our design could include a way for farmers to share stories, tips,skills Owning equipment is too expensive/ unsustainable Farm Lab provide a flow of perspectives, multi-disciplinary approaches, Need good collaboration / infor exchange collaboration Our project needs to address ways of collecting / storing / treating water
IDEA equipment rental/sharing WORKSHOP #2 We thought about how the farm lab can be developed and what possibilities can be mess on the table suposed in many situations. situations: all the money in the world, the year 2200, no electricity
INSIGHTS Many irregularities in weather Nutrients in soil need to be maintained Need ways/places to research Need ways to spread farming info Way to spread interest / excitement about local food and pride around it Flooding happens sporadically Materials are high cost CRITERIA IDEA Controlling Weather Patterns through temperature ipods, ipads, computers, tablets, statistics programs, programs to enter your information Idea where people come inside to do research on how to create new ways of researching power Community / Farm lab gives direct access to cloud-gathered/stored information Project should regulate soil PH WORKSHOP #3 Understanding situations, we thought how each fact can be developed, what is needed in cubes collaboration, and what kind of connections can be built between each.
INSIGHTS To access each information, transport and technology are important entertainment can roused people’ s interest Our design needs to realize what stakeholders have mobility between Bangalore and Tumkur and how this can be leveraged. access to knowledge is important CRITERIA use businesses that are already in place in Tumkur Our design should be simple and not time-intensive Our design should include visual representation IDEA w WORKSHOP #4 We built personas in difficult situations but having opportunity to activate farming. application Knowing about the problems in Tumkur such as farmers’ suiside, carst and loans, we developed the phone apprications for each persona.
INSIGHTS Applications can be used to educate and inform about staff
IDEA Fa
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CUST O enable ofMIZABLEf requirementsering or specificationst o suit special INSIGHTS Room Arrangement: Frameworks: farmers can corporate and help each other It is better to work as a farm team than work individually Three tables with three people Table tents: describing the the ten types of at each table. innovation and the numerous tactics to achieve innovation within that aspect of the IDEA business /idea. samll scale insurance Fill in Sheet: eve innovation within that aspect of the business /idea. conbine ideas through a network held together through social ties and SMS Launching Pad Ideas: each table was given a information hub that helps amature farmers + diseminates pile of baby ideas to build out the features, information. of the products, services ( the offering of a business) along with the congiuration of the business and the elements of the expreirences of the end users or clients . Appendix 2: Idea Maps on Forces
DEGRADING DEGRADING ENVIRONMENT ENVIRONMENT
DESIGN CALL 2 ACTION Branding CO-OP STORAGE SOCI0-POLITICAL MARKET SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY distribution FRAGMENTATION distribution ECONOMY
DEGRADING DEGRADING ENVIRONMENT ENVIRONMENT
WATER STARTER CoOp Cloud 2.0 Kiva Global Platform of Loans
SOCI0-POLITICAL MARKET SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY FRAGMENTATION distribution ECONOMY DEGRADING DEGRADING ENVIRONMENT ENVIRONMENT
Form Friend Branding SMS Almanac
SOCI0-POLITICAL MARKET SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY FRAGMENTATION distribution ECONOMY
DEGRADING DEGRADING ENVIRONMENT ENVIRONMENT
WATER STARTER 1.0- Kickstarter
INTEGRATED SOCI0-POLITICAL MARKET INDEX INSURANCE FRAGMENTATION distribution ECONOMY SOCI0-POLITICAL MARKET FRAGMENTATION distribution ECONOMY