# AI Calling for Mandi and Agri Traders

> AI calling for agri traders: today's rate read live from your own API, sowing reminders, payment calls and lot confirmations in Telugu, Punjabi or Hindi.

Source: https://business.mysmartassistant.ai/blog/ai-calling-for-agri-traders · Published 2026-10-28 · Language: English · Publisher: MySA Business (https://business.mysmartassistant.ai)

![A mandi trader's AI calls a farmer in Hinglish with today's rate read live from the trader's own API, the farmer says he will bring 40 bags on Thursday, and the trader gets a summary](/blog/ai-calling-for-agri-traders-flow.svg)

AI calling for agri traders means an AI voice assistant makes and answers the routine phone calls of a mandi or agri-input business: today's rate to farmers, sowing-season reminders, payment dues, lot confirmations to buyers. With MySA Business, the AI calls from your own number in Telugu, Punjabi, Marathi, Hindi or another language you choose, reads the rate from your own system at the moment of the call, and gives you a summary of every conversation.

Farmers and buyers in this trade want a phone call, not an app. The calls are short and there are hundreds of them.

## Where agri trade sits in India, and the language of the call

Each market town has its own crop and its own language. A few clusters:

- **Andhra Pradesh and Telangana.** Guntur's Mirchi Yard is widely described as Asia's largest dried chilli market. Nizamabad trades turmeric; Kurnool, Khammam, Warangal, Karimnagar and Rajahmundry are farm-trade towns too. **Telugu**.
- **Maharashtra.** Sangli is a turmeric trading centre, Jalgaon is known for bananas, and Nashik for onions and grapes; Amravati too. **Marathi** or **Hindi**.
- **Tamil Nadu and Karnataka.** Erode is a turmeric market; Shivamogga, Davangere and Kalaburagi are agri-trade towns. **Tamil** and **Kannada**.
- **Punjab and Haryana.** Karnal is linked with rice, and Hisar, Bathinda and Moga are grain-market towns where the arhtiya system is common. **Punjabi** or **Hindi**.
- **Bihar and Odisha.** Muzaffarpur is famous for litchi; Sambalpur is a produce market. **Hindi** and **Odia**.
- **Tea and rubber.** Jorhat, Dibrugarh and Tinsukia in Assam, Darjeeling and Siliguri in West Bengal are tea country; Kottayam in Kerala is known for rubber. **Assamese**, **Bengali** and **Malayalam**.
- **Others.** Junagadh, Palakkad, Bardhaman and Anantnag's orchards. **Gujarati**, **Malayalam**, **Bengali**, **Urdu**.

One campaign has one language, but a `language` column in your contacts file overrides it per row.

## Today's rate, read live from your own system

The most common call in this trade is a rate call: farmers want today's bhav before they load the tractor, buyers before they book a truck.

With [Custom APIs](/features/custom-apis), you register your own rate API under **Integrations → My APIs**. Just before each outbound call, MySA fetches it and hands the rate to the assistant as a fact. A message template such as `{Commodity}: ₹{Rate}/quintal` turns your API's rows into the lines the AI reads.

The AI says only what your API returns: if it fails or times out, the call goes ahead without the rate rather than guessing one. Custom APIs must be enabled for your workspace by support, and your API must be reachable from MySA's servers; rates kept only in a register need to go somewhere an API can serve them. The [real-time data guide](/blog/ai-calls-with-real-time-data) walks through the setup.

## Example: a rate call to a farmer

**Example** — ABC Traders, a made-up commission agent, runs a morning campaign to its farmer list.

- **AI:** Namaste Ramesh ji, ABC Traders se bol raha hoon. Aaj mandi mein dhaan ka bhav ₹2,350 quintal chal raha hai. Is hafte maal laane ka plan hai?
- **Farmer:** Haan, chalis bori hai. Guruvaar ko le aaunga. Payment kab tak milegi?
- **AI:** Payment ki date main abhi pakki nahi bata sakta. Main ye sawaal team tak pahuncha deta hoon, aapko jawab ke saath call aayega.
- **Farmer:** Theek hai.

After the call, the trader sees a summary ("40 bags, bringing Thursday, asked about payment date"), a positive sentiment and a row in **Follow-ups** marked **Action required**. Someone types the answer, presses **Save & schedule call**, and the AI calls Ramesh back with it. The ₹2,350 came from the trader's API that morning.

## Four jobs the AI can take off the counter

### Sowing-season reminders for input dealers

Seed, fertiliser and pesticide dealers know which farmers bought what last season. Before sowing, a [Scheduled campaign](/features/campaigns) can call that list a few at a time: stock for the season is in, should some be kept aside? **Split over days** spreads 2,000 farmers over two weeks, so the counter is not flooded on one morning. Scheduled runs call only between 9 AM and 9 PM IST.

### Payment due reminders

Udhaar is part of the trade. Upload the list with the amount and due date in columns `var1` and `var2`, and write a purpose such as "Aapka ₹{var1} ka baaki {var2} tak hai". Each call speaks that person's own figure. A buyer who says "parso call karo" lands in [Follow-ups](/features/follow-ups) for that day; one who disputes the amount shows up in the summary for your team.

### Arrival and lot confirmation calls to buyers

When a lot arrives, a campaign calls the buyers who usually take that produce, reads out the lot details from your file, and asks whether they want it held. Answers come back as summaries and tags in **Call Logs**.

### Inbound "aaj ka bhav?" answered at any hour

Farmers call early and buyers call late. With [inbound calls](/features/inbound-calls) switched on for a number you bought, the AI answers from your Business Details, and with your rate API ticked under **Live data (your APIs)**, it can answer today's rate too. If a caller asks for the seth, [call transfer](/docs/call-transfer) can ring the person you named and connect them. DND can hold your outbound calls at night while inbound keeps answering.

## Customer says → AI does

| Customer says | AI does |
| --- | --- |
| "Aaj ka bhav kya hai?" | Reads today's rate from your API, exactly as returned |
| "Kal subah call karna" | Adds a follow-up for that time, in the same language |
| "Payment kab milega?" | Promises to check and marks the follow-up **Action required** |
| "Seth ji se baat karao" | Transfers the call if transfer is set up; otherwise logs **Call from a person** |
| "Mera hisaab galat hai" | Notes it in the summary; your team settles it |
| Silence or a wrong number | Marks it **No response** |

## WhatsApp for the missed calls

Many farmers ring on WhatsApp. The AI cannot answer those calls, but with **Missed call auto-reply** on, the call is declined and the caller gets your text back or an AI voice call back. With **Only outside working hours**, calls still ring through to you during your working hours. This reaches only callers who have messaged you before, because WhatsApp hides first-time callers. [WhatsApp smart reply](/features/whatsapp-smart-reply) can answer typed questions from your Business Details, and with your API ticked under **Live data in replies**, it can include today's rate. The [missed-call guide](/blog/whatsapp-missed-call-auto-reply) covers setup.

For tea and spice exporters who sell online, [Saathi](/features/saathi) puts a video agent on your website that answers from your Business Details and can open product pages and point at prices. It speaks Hindi, Bengali, Telugu, Tamil, Kannada and more, but not Assamese or Punjabi.

## What works today, and what it does not do

These are scenarios, not customer stories.

| Works today | Does not do |
| --- | --- |
| Rate read live from your own API before each call | Fetch mandi rates from any government or third-party portal by itself |
| Telugu, Punjabi, Marathi, Kannada, Bengali, Assamese and more chosen as the call language | Promise how natural any language sounds — hear it on a test call |
| Per-row amount, date or lot details from `var1`–`var15` | Keep your ledger or settle a disputed account |
| Follow-ups on the day the customer asked | Send a rate card during the call |
| Missed WhatsApp callers texted back | Reach first-time WhatsApp callers |
| Recording, summary, sentiment and tags for each call | Keep turn-by-turn transcripts |

## Getting started

1. [Create a workspace](/signup) and verify your mobile number for ₹100 of Test credit.
2. Write your Business Details and a purpose in plain words: "tell farmers today's rate and ask when they will bring their crop".
3. Set it up in **Test** and press **Try now**. The AI rings your own phone.
4. Pick Telugu, Punjabi, Marathi or Hindi and listen on a test call before you choose.
5. For live rates, raise a support ticket to enable Custom APIs, then register your rate API as the [Custom APIs docs](/docs/custom-apis) describe.
6. Go **Live**, top up the prepaid wallet and start with a small list.

Calls of 10 seconds or less are free; longer calls are billed per started minute. Your workspace's rate is shown in the console — [talk to sales](/contact) for volume pricing.

## Frequently asked questions

### Can the AI call farmers in Telugu or Punjabi?

Yes, both can be chosen as the call language. Run a test call and decide whether it suits your farmers.

### Where does the AI get today's rate?

From your own API, registered under Integrations → My APIs. If you have no API, the AI knows only what is written in your Business Details.

### What happens if my rate API is down?

The call still goes out, without the rate. If caching is on, MySA uses the last good answer it saved.

### Will the AI call farmers late at night?

Not if you set DND hours. Scheduled campaigns also call only between 9 AM and 9 PM IST.

### Can the AI tell a buyer how much he owes?

Yes, if the amount is a variable in your contacts file. It does not look up or change your accounts.

### Do I need an office visit or a field team to set it up?

No. Everything is set up online, so a trader in Guntur, Karnal or Jorhat can sign up and test it the same day.