Mandi bhav is a focus area for operators, but...

With the number of mobile phone subscribers in rural area reaching the 125 mn mark and counting, farmers have emerged as the key target audience for the operators and VAS providers.

The number of rural subscribers is likely to double in the next one year. However, the number of rural population earning livelihood from farming is decreasing. A recent study published shows that only half the rural population is engaged in farming.

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