This chapter presents a case study from India of a knowledge database which assembles a wide range of agricultural data relating to land holding, soil analysis, cropping patterns, past yield and fertilizer use. The case demonstrates how mobile phones are used to relay information to farmers. Particular attention is paid to investigating how a multiplicity of agencies, both government and private, can make use of such data. Because agencies and farmers themselves require tailored information packages, the 'broadcasting' of information is of limited value; rather 'narrowcasting' targeted information serves the farmers' needs better and it is more likely that the farmers will act upon the advice. The chapter assesses the use of tablets made available to farmer facilitators, for uploading/updating farmer data as well as downloading and sharing information with the farmers, and relaying information to experts in other locations.

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In this paper we have made an attempt to understand farmers' response to the continuing water scarcity. Results show that farmers' education status (primary school and high school level) and plot size are encouraging farmers to go for explorative extraction while farming experience and awareness (about causes of the scarcity) are discouraging it. Explorative extraction results in higher investments, lower gross farm income and shorter well life. Respondents' awareness about human causes of resource scarcity is prompting adoption of conservation measures. Decision to introduce drip irrigation as a major demand management strategy is positively influenced by plot size, government subsidy support and externality cost of well failures.