Rice is one of India’s most important crops, yet rice cultivation is water intensive and greatly reduces already limited water resources. In partnership with IFC Advisory, TechnoServe devised an innovative business model to provide farmers with Water Use Efficiency (WUE) technologies in a sustainable manner. Our Agri-Tech Service Provider (ATSP) model trained local entrepreneurs in new WUE machinery and in business planning, supporting them to provide over 900 rice farmers with Direct Seeded Rice services and laser leveling. Participating farmers saw cost reductions and in some cases improved yield. The team delivered a business model and strategic roadmap for establishing more ATSPs throughout the region.