First ‘Phygital’ service centre launched in MP’s Umri Village to expand rural digital access
The first integrated “ phygital ” service centre aimed at providing on line services to rural beneficiaries has been launched in Umri village of Guna district in Madhya Pradesh , according to an official statement issued on Sunday.
The centre was inaugurated by Union Telecom Minister Jyotiraditya Scindia under the Samriddh Gram Phygital Services Pilot Initiative of the Department of Telecommunications.
A “phygital” model combines physical and digital services . In simple terms, a phygital service centre allows people to visit a physical location , where they can access a range of services powered by digital platforms and internet connectivity with assistance from trained staff.
Speaking at the launch, Scindia said the initiative aims to bring technology-enabled opportunities directly to rural communities . “With the launch of the Samriddh Gram initiative in Umri, Guna, we are bringing the world to our Umri . From education and agriculture to healthcare and government services, technology is placing new opportunities directly in the hands of our people,” he said.
The project leverages rural connectivity created through the BharatNet programme, one of the world’s largest rural broadband infrastructure initiatives. Officials said the next phase of India’s digital transformation focuses on ensuring meaningful use of this connectivity to improve the quality of life in villages.
The centre in Umri is part of a pilot project being implemented in three states — Madhya Pradesh, Andhra Pradesh and Uttar Pradesh. Apart from Umri and Ari villages in Madhya Pradesh, similar centres are planned in Narakoduru village in Andhra Pradesh and Chaurawala village in Uttar Pradesh.
The Samriddhi Kendra has been designed as a single-window rural service hub offering healthcare, education, skill development, agriculture support, financial services, e-governance assistance, entrepreneurship facilitation and digital connectivity at one location.
Farmers will be able to access real-time information on soil moisture, nutrients and crop health through digital tools, helping them improve productivity. Students will gain access to modern learning resources.
Healthcare facilities include on-site diagnostics and tele-consultation with doctors from Delhi and other states . Blood test reports will be available within 30 minutes.
The centre will also provide assisted access to government services such as certificates, digital documentation and information on welfare schemes, along with banking, digital payment and e-commerce support. High-speed broadband connectivity is being provided through BharatNet along with public Wi-Fi under the PM-WANI framework.