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The Effect of the Full Coffee Krishi Taranga Outbound Advisory Service on the Adoption of Recommended Practices

IND -24 -1757

Last modified on December 19th, 2025 at 10:41 am

    Basic Information

  • Abstract
    PxD operates the Coffee Krishi Taranga (CKT) platform in collaboration with the Coffee Board of India to provide a voice-based advisory service for coffee farmers through a two-way Interactive Voice Response (IVR) system. Coffee has been increasingly affected by climate variability; this trend emphasizes the need for timely agronomic information to support farmers’ decision-making. We evaluated the impact of CKT advisories on the adoption of priority coffee management practices, namely composting and white stem borer (WSB) management, by smallholder farmers in Andhra Pradesh. We examined whether access to the full CKT outbound service leads to an increase in the adoption of recommended coffee practices.

    All 2,457 registered farmers in the blocks of Ananthagiri, Chinthapalli, Araku Valley, Paderu, G. Madugula, and Hukumpeta were included in the sample, stratified by block and prior CKT experience, and then randomized into two groups. The control group was provided access to the CKT hotline only, while the treatment group was provided access to outbound voice-call advisories and SMS dissemination, in addition to the hotline. Results are awaited.
  • Status
    Ongoing
  • Start date
    Q3 Aug 2024
  • End date
    Q4 Oct 2024
  • Experiment Location
    India
  • Partner Organization
    Coffee Board of India
  • Agricultural season
    _Multiple seasons

    • Research Design

  • Experiment type
    A/B test
  • Sample frame / target population
    Smallholder coffee farmers in Andhra Pradesh that are enrolled on the CKT service
  • Sample size
    2,457
  • Outcome type
    Agricultural production / yield, Input adoption, Service engagement
  • Mode of data collection
    In-person survey, PxD administrative data, Phone survey
  • Research question(s)
    What is the impact of the CKT voice-based advisory service on farmers’ adoption of recommended priority coffee management practices?
  • Research theme
    Agricultural management advice, Service design
  • Research Design

    Sample Frame and Selection Criteria:
    The sample comprised 2,457 farmers in the blocks of Ananthagiri, Chinthapalli, Araku Valley, Paderu, G. Madugula, and Hukumpeta. All farmers who were onboarded to the CKT service during or after January 2024 were included in the sample frame. The onboarding process to CKT involves an in-person profiling survey after which they are given the choice to opt-in to the service. Farmers who were onboarded between July 2023 and January 2024 in the blocks of interest were included only if they had not received or engaged with the relevant advisories on the CKT service.

    Randomization Protocol:
    Farmers were stratified by block and by prior CKT experience (i.e., enrollment before or after January 2024) and then randomized into two groups.

    Intervention Details:
    Time frame: August 2024 to October 2024.
    The control group was provided access to the CKT hotline only, while the treatment group was provided access to the full outbound voice-call advisories and SMS dissemination in addition to the hotline.

    • Control Group: Onboarding calls, Farmer testimonial calls, Hotline nudge calls, and Hotline access.

    • Treatment Group: Same interventions as Control Group plus composting advisory calls, WSB advisory calls, and SMS reminders for specific advisories.

    Data Collection and Measurement Methods:
    We used in-person surveys by field agents from January to February 2025 to collect the following endline data: demographic details, self-reported adoption of composting, WSB management, harvesting practices, information sources utilized for coffee practices, and CKT service insights. Additionally, 20% of profiled farmers in each village, in equal numbers for treatment and control group farmers, were randomly assigned to an objective measurement survey. Field staff assessed tree shade and compost pits as additional measurements to supplement farmer self-reported outcomes. A back-check telephonic survey was conducted with 10% of farmers who consented, via the Coffee Board call center, for quality assurance.

    • Results

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Date Result Anticipated
Add reminder to Google Calendar to update your entry on: 31 Dec 2025

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