**7. Communication innovations**

In this competitive world, farmers are not only looking for various information sources for carrying out their production and marketing tasks efficiently but also for ensuring delivery of safe and quality products to the consumers. Food safety for consumers is at greater risk because of the increasing globalization of food systems. Information and Communication Technology (ICT) has potential to mitigate the needs of both ends by introducing virtual platform for dairy product production and marketing. ICT based information delivery to dairy sector can significantly improve the quality of decision-making in dairy farming system. Mobile phones with internet facility have been one of those successful innovations which benefit a large number of people in the developing world. As worldwide acceptance for mobile phones has improved among all users, it can be used as a major tool for communication and dissemination of information for quality decision making. Different mobile apps, web portals such as epashupalan.com and expert systems are being used by dairy farmers. The mobile application for dairy farmers, named 'Pashu Poshan', is available on both web and android platform, can be accessed by registering on the INAPH portal (http://inaph.nddb.coop). Guru Angad Dev Veterinary and Animal Sciences University, Punjab, India has launched 'Precision Dairy Farming' mobile application dealing with important aspects of dairy farming including important milch breeds, breeding, feeding and housing management, record keeping, health management and economics.

### **7.1 Product traceability in dairy sector**

Traceability is commonly defined as the ability to trace products back and forth throughout the supply chain, from farm or point of production to the end user. The growing complexity of food supply chains, the heterogeneity in food safety regulations across countries, and lack of uniform requirements from one commodity to another are some factors that explain why greater efficiency in food traceability systems has increased in recent years. Block chain technology to give real-time data about the products to customers has been introduced among dairy manufacturers, suppliers and other stakeholders. QR code provided on the packaging of the product can be scanned on personal mobile devices to get information on the origin

#### *Dairy Farming Innovations for Productivity Enhancement DOI: http://dx.doi.org/10.5772/intechopen.101373*

of the milk. Information about, how and where from the product has collected and packed, how old it is, what kind of transportation and cold milk chain facilities are used, is being provided on internet. However, scattered, diversified and unorganized dairy farming is the major barrier for deep penetration of this innovation at grass roots of the sector.

The application can be highly useful in organic milk production as demand for organic milk is increasing in the market. Organic milk is considered as the ultimate milk with almost nil risk of chemicals, drugs and also free from stress factors. However its production is quite cumbersome as it needs a lot of efforts, monitoring and adhering to the organic standards for a branded product. It fetches good value in the market and the product traceability is quite easy as its each and every production component is documented.
