IMPACT OF GOVERNMENT ADVERTISEMENTS ABOUT AGRICULTURAL INFORMATION IN SENSITISING RURAL FARMERS: A STUDY OF MARATHWADA REGION IN MAHARASHTRA

Abstract

To stimulate the agricultural sector, the Ministry of Agriculture, Government of India, has initiated a myriad of welfare initiatives aimed at farmers, entailing a substantial financial commitment. A portion of this financial outlay is also allocated to the dissemination of pertinent information among the farming community. However, a pertinent question arises: does this information reach the rural farmers and do they avail the benefit? The present study attempts to address this issue. Based on a tested questionnaire, a primary survey was conducted in Marathwada region of Maharashtra where the incidence of agrarian crisis is insurmountable. The study found a limited impact of government advertisements regarding agricultural information on farmers in terms of increasing their awareness level. The primary conduit for agricultural information, as ascertained by the study, predominantly stems from informal sources. Among the socio-economic characteristics, only education and land ownership are found to have an impact on the level of awareness and their willingness to acquire information on agriculture. The percentages of farmers, who are aware of the scheme and get its benefits, do not even exceed 30 per cent, irrespective of the scheme under consideration. It was found that only limited farmers are taking benefit of the scheme even after receiving information. A general disinterest was observed among the farmers because of the heavy paperwork of availing those benefits. To engender a constructive transformation in farmers’ awareness levels regarding agricultural schemes and programmes, a well-thought-out and strategic endeavour becomes indispensable.