Villages from Akola, Amravati, Yavatmal Bhandara and Wardha with a population of 15,000 to 20,000 will be the first to benefit from this initiative. Along with enhancing the lives of these farmers monetarily, this initiative will further improve quality of life of the villagers by strengthening the telephone connectivity.

Speaking on the occasion, Anant Arora, COO, Mobility, Bharti Airtel, Maharashtra and Goa said, "The telecom industry has contributed immensely towards rural development and Airtel has been at the forefront of it. This initiative, is our yet another endeavor to contribute to the society and enhance the quality of life for the farmers. In the past we have addressed their needs with innovative value added services like Krishi Labh, Airtel Mobile Pump which have seen a huge success amongst them. We are certain that this too will bring about a positive change to their lives and at the same time improve the connectivity of the region."

The process of farmer selection was done by the Sarpanch of the respective villages who as per his understanding appointed farmers who are in need of the same. This initiative further allows the other members of the family to earn money while at home.

Each PCO box installed under this initiative is worth Rs. 2500 and is extended free of cost to the farmers with free initial talk time of Rs 2800.