A Milestone in India’s Dairy Transformation

With the launch of India’s first on-call artificial insemination (AI) service for dairy animals, Odisha is setting the benchmark for accessible, technology-enabled livestock services, paving the way for a new era in rural dairy development.

By Prashant Tripathi – Jordburkare India 

In a move poised to transform India’s dairy landscape, Odisha has become the first state in the country to roll out an on-call Artificial Insemination (AI) service for dairy farmers, bridging the critical gap between breeding support and doorstep accessibility. The initiative, launched by the Fisheries and Animal Resources Development (F&ARD) Department, is not just a service delivery reform—it represents a structural shift in how dairy infrastructure is built for inclusivity, productivity, and sustainability.

How It Works: Access, Efficiency, and Real-Time Service

Farmers in ten districts of Odisha can now dial a toll-free number—155333—to request AI services. Once the call is logged, the nearest trained AI technician is dispatched to the farmer’s location, typically within hours. The service includes OTP-based validation, geo-tagging, and backend tracking to ensure transparency and traceability.

This digital-meets-field delivery model makes Odisha the first mover in reimagining livestock breeding as an on-demand, farmer-centric utility rather than a fixed-location service that many smallholders struggle to access.

“Odisha’s on-call AI model is not just about reproductive services—it’s about reaching the last-mile farmer with real-time veterinary support, using technology as the backbone,” said a senior F&ARD official during the Matsya-Pranee Samavesh Odisha (MPSO) 2025 fair, where top-performing AI workers were honoured for their pioneering work.

The Need for Innovation in Breeding Services

Artificial insemination plays a central role in enhancing milk productivity and improving cattle genetics, particularly in regions where indigenous breeds lack optimal yield potential. However, a persistent bottleneck across most Indian states has been access—limited technician availability, lack of real-time scheduling, and farmer hesitancy to travel long distances.

Odisha’s model directly addresses these barriers. By treating AI as a service—not an errand—farmers, particularly women and marginal landholders, are now empowered to access critical breeding support without leaving their village.

Expected Benefits for the Dairy Sector

• Increased Milk Yields:
  With more timely and accurate insemination, farmers can expect shorter calving intervals and healthier progeny, ultimately leading to higher daily milk output per animal.
• Data-Driven Breeding:
  The system allows authorities to capture data on insemination frequency, breed success, fertility cycles, and technician performance—creating a digital breeding registry that supports long-term genetic planning.
• Enhanced Farmer Income:
  Healthier, high-yielding dairy animals can increase a household’s daily milk income by ₹100–₹250, especially when linked to cooperative procurement or private chilling centres.
• Livestock Export & Breed Improvement:
  For states exploring export of dairy genetics or elite semen, Odisha’s real-time data system can become a model for certification, traceability, and scaling indigenous breeding programs like the Umblachery and Motu cattle conservation initiatives.

Alignment with National Dairy Goals

The initiative closely aligns with the Rashtriya Gokul Mission, a flagship program under the Ministry of Fisheries, Animal Husbandry & Dairying, which emphasizes genetic upgradation, indigenous breed development, and AI penetration.

As per official figures:

• Odisha has already covered 46.53 lakh animals, conducted 61.10 lakh AIs, and reached 29.48 lakh farmers under the mission.
• The new on-call system aims to improve not just volume, but accuracy, accessibility, and repeatability of these efforts.

What Other States Can Learn

Most states still operate AI through static centres that require farmers to travel with their animals, often leading to delayed breeding and loss of cycles. Odisha’s model bypasses this inefficiency by integrating:

• Digital booking and geo-mapping
• Real-time technician assignment
• Mobile-based analytics and service tracking

As milk demand continues to rise—particularly for value-added products like high-protein milk, A2 milk, and export-grade ghee—such interventions will play a pivotal role in ensuring raw milk supply keeps pace with processing capacity.

Conclusion: Dairy Innovation Starts in the Field

Odisha’s on-call AI service is not a minor policy tweak—it is a blueprint for the future of livestock extension in India. As the dairy sector evolves toward higher value chains and productivity-led growth, such farmer-first, technology-backed models offer a pathway not only to milk more, but to milk smarter.

India’s dairy transformation will not happen in boardrooms or labs alone. It will happen in the fields—one insemination, one farmer, one call at a time.