Krishna Bhupathi
Hyderabad 10:30 IST
All work
Concept, self-initiated
A landing page for a crop advisor that farmers reach on WhatsApp and hear back from in Telugu. The page has two readers: the farmer it serves and the cooperative that pays for it.
Role
Positioning, copy, visual identity, design and build
Timeline
1 week
Tools
Figma, Framer, one React code component
Status
Concept. Not a real product or client
The hero. The chat on the right plays out: a photo, a voice note, then Pairu’s spoken reply with its English translation.
The story behind it
I live in Hyderabad, where chilli and cotton fields start where the city ends. When a crop gets sick, the agriculture officer is often weeks away and the pesticide shop is down the road.
The same farmers send WhatsApp voice notes every day. That gap, good advice far away and a phone already in the pocket, became the brief. The farmer on the page is a composite, not a real person, and the page says so.
The brief
Farmers never pay, so the buyer is a farmer producer organisation or a cooperative. The page has to convince them while staying honest to the farmers they serve.
Success meant a cooperative manager could see, in the first screen, how simple it is for their members, and find who pays and what they get without hunting.
What I did
• Wrote the positioning and copy in English and Telugu, keeping the Telugu short and spoken rather than formal.
• Built a visual identity from the field and the market: indigo dye, chilli red, turmeric and leaf green on white.
• Designed and coded the chat demo, with a still version for reduced motion.
• Designed how it works, the story, what it answers, who pays, the FAQ and the pilot sign-up.
• Made it responsive down to 390px, where most of its real readers would be.
Three decisions
1. Telugu first, at full size
The headline is in Telugu, with English underneath at almost the same size. Telugu isn’t a translation tucked into a menu; it’s the product. Anek Telugu covers both scripts, so the two lines share one voice.
Anek Telugu, condensed bold
పంటకు ఏమైంది?
What happened to the crop?
2. Colours from the field, not from tech
Agritech sites usually go green on green. The palette here comes from what a farmer handles: indigo dye, dried chilli, turmeric and young leaves. Each colour has a job: chilli for actions, turmeric for emphasis, leaf for Pairu’s voice.
Palette
3. Show the caution, not just the answer
Bad spray advice can ruin a field. So the second chat in the demo tells the farmer to ask their officer before using a pesticide, and the page says every chemical spray is checked by a person. For a cooperative manager, that caution is the selling point.
Reply in the demo
మందు వాడే ముందు మీ వ్యవసాయ అధికారిని అడగండి.
Ask your agriculture officer before using any pesticide.
How it’s built
• Chat demo: a React code component that plays a script of messages (photo, voice note, recording, reply) and loops two conversations, with a static version for reduced motion.
• Type: Anek Telugu as a variable font, using its width axis for condensed headings and normal width for reading.
• Pilot sign-up: a Framer form posting to a webhook. In this concept it only shows the success message.
• Scroll motion: Framer Appear effects, plus a furrow line that draws across the page like a ploughed row.
Result
This is a concept, so there are no farmers, customers or numbers to report.
If it shipped, I’d test it with a real cooperative before anything else, and have a native speaker review every line of Telugu. Then I’d measure how many managers book a call after reaching “Who pays”.