“Lighting up farmer’s life” an initiative by Mahadhan to help curb road accidents

Feb. 22, 2016 - PRLog -- Sugarcane is one of the key crops of Maharashtra. The farmers carry their produce to the sugar factories on bullock carts. Post sunset, the highway is very hazardous for these farmers and there frequent accidents have been reported. These accidents lead to damaging the carts and some of them are even fatal accidents leading to loss of life of either the cart driver or the animal. According to recent NCRB* studies, every year over 100 farmers in India lose their cattle and crops due to accidents at night, leading to social and economic problems for the families.

Mahadhan, the fertilizer brand of Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL) has a wide presence in Maharashtra and has a strong affinity with the farmers of the region. The Company wanted to take up an initiative that would help these sugarcane farmers avoid such accidents which led to loss of goods and life. “Some of the accidents have dented the lives of the entire family as the main bread earner lost his life. We felt that there was a dire need to address this issue immediately and approached various agencies to come up with a solution that could help in avoiding accidents. Xebec, a leading Pune-based agency, came up with this concept which was very innovative and creative”, stated Mr. Arvind Kulkarni, Vice President Agri Sales DFPCL

The bullock carts were installed with battery operated LED strips that would be lit when the farmer is plying the highway in the night. The cart was now visible from a distance in the night, thereby reducing the risk of accidents. “When DFPCL approached us, we were very excited to be a part of this initiative. We called this initiative as lighting up farmer’s life as the concept not only lights up the bullock cart, but will also light up the farmer’s life” mentioned Kiran Bhat, Director Xebec Communication.

“Maharashtra farmers have been vulnerable to various natural and man-made calamities. This is a small step to salvage a situation that has huge social and financial impact. We need more corporate houses to take up such initiatives that will help the farmers lead a better and safer life”, added Kulkarni.

About DFPCL:

DFPCL is among India’s leading producers of fertilisers and industrial chemicals. Its flagship brand Mahadhan has been catering to the fertilizer needs of the farmers for nearly 25 years. The Company has recently launched an indigenously manufactured Water Soluble Fertilizer, Mahadhan Smart.

Video Link:https://www.youtube.com/watch?v=7Jv13OEkclU