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mAgri Focus Areas – Gender

Female users of mobile services are often neglected during the design stage of new types of services such as Agri VAS. As a result the service can further widen a pre-existing gender gap as the end product appears accessible and usable to only half of the potential user base. Marketing and distribution to women customers involves using female imagery and voices and working with womens’ groups to address the barriers to access and uptake of the service by women users.

This section aims to map out the challenges of reaching women farmers when developing Agri VAS and offers tools and best practice for understanding women farmers’ needs, and designing and marketing to women users.

1. Gender component in Agri VAS


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