WhatsApp-based digital assistant Sanjha Mittar launched for farmers

Clean Air Punjab, in collaboration with Agri2Power, has launched Sanjha Mittar, a WhatsApp-based digital assistant designed to provide farmers across Punjab with faster and more reliable access to agricultural support.

The initiative follows an extensive listening exercise and a study involving over 2,000 farmers, which identified WhatsApp as the most trusted and preferred platform for receiving farming-related information. Built on these insights, Sanjha Mittar allows farmers to book machinery, access real-time weather updates, seek technical guidance, receive soil testing instructions, and stay informed about training opportunities — all through a single, familiar interface.

Unlike fully automated systems, Sanjha Mittar combines technology with human expertise. Each query is reviewed and answered by trained fellows, ensuring personalised and field-appropriate responses. This hybrid model is emerging as a key strength of the service, offering both speed and accuracy.

Even during its testing phase, the platform has shown significant promise. Farmers have reported quicker support and smoother access to services. In one instance, a farmer who urgently required machinery received it within two hours of making a request through the chatbot, highlighting the potential of coordinated digital support to reduce delays that often disrupt farm operations.

Sanam, Director of State Climate Action at Asar, said the platform was shaped entirely using farmer feedback. “When technology reflects real farmer preferences, the impact becomes immediate and meaningful. This platform brings timely, science-based support directly to their phones, strengthening both decision-making and climate resilience across Punjab,” she noted.

Agri2Power CEO Sukhmeet Singh emphasised the platform’s focus on practical problem-solving. “Our goal is simple — to make sure no farmer feels stuck or unsupported. Whether someone needs machinery, technical advice or weather information, Sanjha Mittar responds quickly and reliably. The early feedback shows just how transformative such real-time assistance can be,” he said.

Looking ahead, Clean Air Punjab and Agri2Power plan to expand the chatbot in its next phase next year. The organisations aim to onboard more farmers, enhance machinery booking systems, strengthen crop advisories, and introduce interactive features based on feedback.