Mahindra Subhlabh Services Limited (MSSL) has initiated one-stop farm solution centres called Mahindra Krishi Vihar in selected districts in India. This case study explores the performance of one such centre set up by a private entrepreneur under a franchise agreement with MSSL in Tirunelveli and Thoothukudy districts in Tamil Nadu. A survey of 120 farmers from the two districts was conducted between July and 2003. The study provides quantified empirical evidence of patterns of adoption of private extension services; demonstrates changes in crop productivity and profitability associated with participation in the scheme; and details the types of services sought by farmers and the extent of their willingness to pay for them. It also demonstrates the way the combination of timely knowledge, production input packages and improved access to market opportunities has underpinned the success of the scheme. Policy implications for the reform of public extension services are discussed.
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