Bringing Crop Nutrition to the Airwaves

Yara India Signs MoU with Dr. Bhimrao Ambedkar University for Farmer-Centric Radio Awareness Initiative 2.0

Yara India, has signed a Memorandum of Understanding (MoU) with Dr. Bhimrao Ambedkar University, Agra, under the aegis of the Ministry of Chemicals and Fertilisers, Govt of India. The collaboration aims to launch a comprehensive farmer awareness program focused on the balanced use of fertilisers, crop nutrition management, soil health, and sustainable farming practices. Through this initiative, Yara and the University seek to educate and empower the farming community via a series of dedicated radio broadcasts on the University’s community radio station.

The twelve-month program, commencing in September 2025 and running through August 2026, will feature 180 episodes, each 30 minutes in length, broadcast on University Community Radio (UCR) 90.4 AGRA KI AWAZ. The content will include scientific talks, interviews, panel discussions, success stories of progressive farmers, and outreach segments, all designed to provide valuable information on balanced fertilizer use and good agricultural practices. To ensure maximum reach, all broadcasts will be delivered in Hindi.

"On the occasion, Mr. Sanjiv Kanwar, Managing Director, Yara South Asia said "Beyond delivering quality products, we are investing in empowering farmers with critical knowledge through this awareness program. This initiative will directly contribute to enhanced productivity, improved livelihoods, and the long-term well-being of the farming community." Dr. Bhimrao Ambedkar University, Agra, an esteemed educational institution known for its research and development in agriculture, will leverage its expertise to design and broadcast the radio content.