Reuters Market Light (RML) is an award-winning highly personalized micro-information service for farmers in India. Each farmer gets spot prices of his chosen crops from nearby markets, news and crop advice as per his region or crop, and localized weather forecast -- all as per his individual preferences in his local language as simple SMSes, irrespective of the handsets and operators. Within only three years of the launch in India, it has reached over an estimated million farmers who have reaped significant return on their investment; some of them have individually achieved up to INR 200,000 ($ 4000) of additional profits, and savings of nearly INR 400,000 ($8000). The business has been widely featured in leading international and national media and is a case study for strategic innovation in leading business schools in the world.