MAM
TAFE’s free of cost tractor rental platform – ‘JFarm Services’ launched in Assam by Shri. Atul Bora, Minister of Agriculture, Government of Assam
MUMBAI: TAFE’s ‘JFarm Services’is a CSR initiative aligned to TAFE’s vision of
cultivating the world to enrich the lives of farmers across India. This initiative was formally launched inAssam in partnership with the State Government, by Shri. Atul Bora, the Honorable Minister of Agriculture, Horticulture and Food Processing, Animal Husbandry & Veterinary and Town & Country Planning, Government of Assam.
TAFE’s JFarm Services aims to increase easy access to farm mechanization solutions through rental of tractors and modern farm equipment to small and marginal farmers, enhancing their productivity and increasing their income significantly.
It facilitates the hiring of tractors and modern farm machinery to farmers, free of cost, through its
Farmer-to-Farmer (F2F) rental platform. TAFE’sJFarm Services will collaborate with the agricultural development officers of the Assam Government to ensure wide outreach and successful roll-out of the platform.
Agriculture continues to be the primary occupation in Assam. About 70% of the population in the state is dependent on agriculture as a source of livelihood. With majority of them being small or marginal farmers, there is tremendous potential in the state for growth and increase in productivity through farm mechanization.
Ms. Mallika Srinivasan, Chairman & CEO – TAFE, said: “India is a land of small farms. A majority of farmers in our country, almost 85% of them have no access to farm mechanization to improve their yields and income. JFarm Services is a CSR initiative that allows both – farmers offering their tractors and farm equipment on rent, and smaller farmers seeking this service, to benefit directly from the JFarm Services app. It is our aim to reach out to the farmers of Assam, touch the lives of millions of farmers across the country and achieve our Honorable Prime Minister’s vision of doubling farmers’ income by 2022.”
The JFarm Services App will connect tractor owners and Custom Hiring Centres (CHCs) operated by tractors and equipment owners directly to farmers seeking farm mechanization solutions, thereby facilitating a fair and transparent rental process while focusing on quality, dependability and timely delivery. JFarm Services offers the farmers and renters a wide range of prospects for hiring and renting of farm equipment and connects them directly to negotiate and fulfil their respective requirement. With this pioneering platform, TAFE brings the benefits of the technology-enabled sharing economy to boost the income of farmers.
Mr. T R Kesavan, President & COO, Product Strategy & Corporate Relations – TAFE, said: “TAFE, in collaboration with the Government of Assam, has launched JFarm Services to create sustainable agricultural productivity and growth for the state through the shared economy model.Small and marginal farmers hold about 85% of the total land holdings in the state. This initiative will support the state in making farm mechanization available to these farmers. JFarm Services is completely transparent and is free of any hidden charges or commissions.”
Farmers can hire tractors and equipment via the JFarm Services Android App or by contacting the toll-free helpline 1800-4-200-100 / 1800-208-4242. The App can be used on low-cost Android phones, is designed to run on very little data and can be used in English and Hindiapart from the various other regional languages. The
JFarm Services App is a stellar example of the Digital India initiative, tailored to benefit the Indian agricultural landscape. This service by TAFE will foster digital empowerment of Indian farmers while creating a breed of new rural entrepreneurs and significant job opportunities.
JFarm Services, besides Assam,has a presence in states like Rajasthan, Madhya Pradesh, Uttar Pradesh, Bihar, Odisha, Jharkhand, Maharashtra, Karnataka, Andhra Pradesh, Telangana and Tamil Nadu, and has directly benefitted about 295,000 users resulting in over 820,000 hours in hired farm machinery usage. In a short span of time, JFarm Services has become one of India’s largest farm equipment aggregation operators.
MAM
Ogilvy appoints Carol Reed as Global Chief Innovation Officer
Advertising veteran joins to drive human-first innovation in an AI-powered world.
MUMBAI: Carol Reed has found a new creative canvas and this time, she’s bringing her innovation brush to one of advertising’s most iconic names. Ogilvy Group has appointed Carol Reed as its new global chief innovation officer. Reed, who previously served as Chief Innovation Officer at WPP Open X, brings deep expertise at the intersection of creativity, technology, media, and commerce.
In a note announcing her move, Reed said she was drawn to Ogilvy because of its unmatched legacy. “The most powerful thing AI can do is make human creativity more extraordinary not replace it,” she stated. “This is an agency with something no algorithm can replicate, a 78-year legacy of ideas that change culture and drive real business results.”
Reed will focus on building new products, platforms, and partnerships to amplify Ogilvy’s creative heritage for clients and its global talent network. She will work closely with Global CEO Laurent Ezekiel and global chief creative officer Liz Taylor.
Her career began at Publicis Groupe’s Digitas as an associate media planner. She later moved to Omnicom Media Group and rose to senior vice president and programmatic lead at Digitas, where she built an in-house programmatic team of over 40 members. Most recently, at WPP, she served as executive vice president for data and product marketing.
With her appointment, Ogilvy strengthens its innovation leadership as the industry navigates rapid advancements in AI and technology.
From building programmatic teams to championing human creativity in an AI era, Carol Reed has consistently stayed ahead of the curve. Her arrival at Ogilvy signals a fresh push to blend cutting-edge innovation with the agency’s legendary creative spirit.
