A Study on Role of Adarsh Rythu in Disseminating Technical Content on Farming Methods in Krishna District

The present scenario of agriculture in rural India is facing a challenge to address the issue of sustainable production possible by adopting communication techniques. The roles of communication techniques are important in agriculture sector in order to enhance the productivity. Krishna district, one of the significant food grain production districts in the state, has been chosen for the simple-survey method study, in which farmers were interviewed. The data was input in word program and statistical tools were applied. The study shows that 96 percent of the respondents are being advised by the Adarsh Rythu to solve their problems in cultivation of crops respective. Adarsh Rythu is the most important source of communication for the farmers for exchanging information about agricultural practices. Reasons; Free accessibility, easy mingling with fellow farmers and he can educate farmers effectively by oral communication. Farmers depend on their large social network and take advices from Agriculture Officers, fellow farmers and friends. The factors inhibiting adoption of new cultivation techniques were found out to be lack of minimum technical knowledge, lack of awareness on new cultivation methods, inadequate infrastructure (water, power supply etc) and cost of investments.