This study examines the effectiveness of mobile as a novel approach for providing targeted and equitable agri-advisory services to farmers at scale. A cross-sectional survey of farmers registered on CABI's Direct2Farm (D2F) user database was undertaken using a combination of telephone interviews, household survey and focus group discussions covering six states in India. Was used mixed method approach that utilized both quantitative and qualitative data collection methods.

Providing smallholder farmers with support through conventional government extension approaches is challenging as the number of extension agents is decreasing. At the same time, new information and communication technologies (ICTs), such as short message services (SMS) sent via mobile phones, show considerable promise to complement existing extension services. In the UP-scaling Technology in Agriculture through Knowledge and Extension (UPTAKE) Project, ICTs were used to create awareness and increase uptake and adoption of agricultural innovations by maize farmers in Tanzania.