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An Innovative Livestock Breeding Initiative of the Fisheries and Animal Resources Development Department, Odisha
The On-Call Artificial Insemination (AI) Service represents a pioneering initiative of the Government of Odisha aimed at strengthening livestock breeding infrastructure and enhancing dairy productivity across the State. Conceived as a farmer-centric intervention, the programme facilitates the provision of timely and doorstep artificial insemination services for bovines, thereby ensuring improved access to quality breeding support for livestock farmers.
Under the operational framework of this initiative, livestock owners may register their service requirements through the dedicated toll-free helpline (155333). Upon receipt of a service request, the centralized call management system promptly identifies and assigns the nearest available Artificial Insemination Technician (AIT) to attend to the request. The designated technician thereafter visits the farmer’s premises and performs the insemination procedure in accordance with prescribed veterinary protocols.
To ensure transparency, accountability, and efficiency in service delivery, the programme incorporates an integrated digital monitoring architecture. This includes geo-tagging of service locations, automated SMS notifications to stakeholders, and OTP-based confirmation of service completion. Such technological integration enables real-time supervision, accurate documentation of field activities, and improved administrative oversight.
The initiative was initially piloted in the district of Puri and subsequently expanded to several districts across the State, including Balasore, Bargarh, Bhadrak, Cuttack, Ganjam, Jagatsinghpur, Jajpur, Kendrapara, and Mayurbhanj. The programme is being progressively scaled up with the objective of achieving wider statewide coverage.
Since its inception, the On-Call AI platform has facilitated a substantial number of service requests and successful artificial insemination procedures, indicating encouraging adoption among livestock farmers and demonstrating the effectiveness of technology-enabled service delivery mechanisms.
The principal objectives of the programme are to:
- Augment the genetic potential of bovine populations through scientifically managed breeding interventions
- Enhance milk productivity and overall dairy sector performance
- Ensure timely, accessible, and farmer-friendly breeding services at the doorstep
- Reduce dependency on physical visits to veterinary institutions for breeding support
- Strengthen data-driven monitoring and governance of livestock service delivery
Through the convergence of veterinary expertise and digital technology, the On-Call AI initiative constitutes a significant stride towards modernizing livestock breeding services and fostering sustainable growth of the dairy sector in Odisha, thereby contributing to improved farmer incomes and rural livelihoods.