JK Tyre and Industries Limited has launched ‘Jagruti Se Pragati’ initiative aimed at connecting farmers to agricultural experts through advanced digital interventions. Under this initiative, mobile units equipped with virtual reality technology and webcast-based conferencing tools with touch screen technology toured remote villages in the north Indian states of Haryana and Uttar Pradesh for a month, touching about 50,000 farmers in 1,000 villages.

The 3D virtual factory tour took people through the entire tyre-making process, which gave them a complete understanding of the process step-by-step. While engaging with farmers, JK Tyre officials realised UP and Haryana farmers are already using JK Tractor Tyre SONA-1, and the virtual tour helped boost their confidence in the tyres.

“The Jagruti Se Pragati initiative reaffirms our commitment to bring development to the farthest corners of the country, and sits with our multi-market penetration ethos that has allowed us to touch millions of lives. In these changing socio-economic times, when India is at the brink of attaining the status of an economic superpower, it is easy to forget the farmer who is the backbone of the country. Through this initiative, we have tried to connect farmers to agriculture experts so they can learn about the latest scientific and technological interventions that will help them in increasing their produce and apply smart farming methods,” said Vikram Malhotra, Marketing Director, JK Tyre.

The main objectives of the initiative was to enable farmers to harness the latest technology towards a better yield and produce in their fields. The mobile units camped in villages where they demonstrated before a gathering new and scientific methods of farming, best practices to follow for maintenance of tractor tyres and provided counselling through teleconferencing.