Gender-inclusive agritech can help empower women

Gender-inclusive agritech boosts productivity, empowers women and offers companies a strong business case for market expansion, says World Economic Forum insight report on ‘Agri-tech for women farmers: A business case for inclusive growth’.

Mentioning that women encounter many challenges limiting their full participation and potential in agriculture, the report said women farmers often bear the dual burdens of household responsibilities and farm work, which limits their time and productivity. Social norms restrict their access to and control over resources, constraining their capacity to fully contribute to and benefit from agricultural advancements, including recent innovations in digital agricultural technologies (agritech).

Indian women in farming

On the role of women in agriculture across emerging economies, it said women’s participation is notably higher in India, nearly 50 per cent across commercial value chains such as cotton, sugarcane, tea, coffee and cashews. Women are often engaged in the field and primarily responsible for harvesting activities.

Despite their substantial participation, women earn up to 60 per cent less than men and face limited access to finance, training and technology. The demanding nature of their work and extended hours also disproportionately impact their health, it said.

Feminisation of agri

Referring to the trend of ‘feminization of agriculture’, it said more women are becoming the primary workforce in the agriculture sector, and increasing mobile and internet coverage presents a compelling business case for adopting gender-inclusive agritech solutions. Women farmers are emerging as key customers emphasizing the need for tailored agritech solutions that address their unique challenges, it said.

Citing the Economic Survey of India 2017-18, the report said it highlighted the growing feminization of agriculture in India due to men’s increased rural-to-urban migration.

The feminization of agriculture is not just a temporary trend but a structural shift that requires a long-term strategy. The rise in the proportion of skilled agriculture labourers among women (from 48 per cent in 2018-19 to 59.4 per cent in 2022-23) indicates a growing trend of women taking up more specialized roles in agriculture.

Moreover, the decline in the share of elementary agriculture labourers among women, from 23.4 per cent to 16.6 per cent over the same period, suggests that women are moving towards more market-oriented roles.

Women working in agriculture are twice as likely to be between the ages of 15 and 45 than over 45. As more women take on prominent roles in the agriculture sector and many become early adopters of technology, using platforms like WhatsApp, a valuable new market segment is emerging, it said.

5Ps strategy

The report suggested key strategies using ‘5Ps’ approach – product, price, promotion, place, and people – to better serve women farmers.

The first stage is to design a product that caters to the needs of each customer segment, including women. While designing gender-inclusive agricultural technologies, technology service providers should engage directly with women farmers right from the start of the design process. After a product is designed, service providers should encourage uptake by making it affordable for women farmers.

To maximize impact, it is crucial to effectively promote the product or solution to the targeted audience (women farmers in this case). Service providers should note that any promotional efforts should emphasize the advantages and relevance of the product.

Technology service providers should ensure that agritech solutions are accessible through channels that have a higher proportion of women or in places that are not impacted by restricted mobility due to sociocultural norms.

By increasing the presence of women in frontline roles, companies can enhance their outreach and build more inclusive, effective relationships with diverse farming communities, especially women, the report said.

Besides the recommendations for the private sector, the report suggested specific systemic issues that governments and developmental organizations can address through targeted interventions. At an ecosystem level, it is important to gather more data and insights on gender roles in agriculture, promote high-quality jobs in agritech for women, establish more women-centric structures of farmer aggregation, and create an online registry of women SHGs and FPOs, it added.