The Prime Minister of India addresses the common mass of the country through a programme called “Mann Ki Baat” on All India Radio in which several episodes have been dedicated to inspire and motivate the farming community of the country.
In order to assess the influence and learning environment among the farmers and other stakeholders, created by Mann Ki Baat, Indian Council of Agricultural Research (ICAR), New Delhi and National Institute of Agricultural Extension Management, (MANAGE), Hyderabad have conducted a study.
Insights from these studies revealed that the natural farming, conservation of natural resources, and willingness to adopt the Integrated Farming Systems (diversification) were the smallholder farmers’ most preferred topics covered in the Mann Ki Baat episodes.
The Mann Ki Baat was perceived as a credible source of inspiration and medium of mass-scale awareness for agriculture and entrepreneurial development. Another assessment with millet farmers revealed that the message communicated through Mann Ki Baat interactions and follow-up actions by the Krishi Vigyan Kendra professionals have strengthened farmers’ perceptions on the process of adoption of improved varieties of millets and production system, and created congenial environment for agri-entrepreneurship.
Additionally, Mann Ki Baat inspired the agri-startups to focus on innovative solutions benefiting the farmers. Digital technology, highlighted in Mann Ki Baat’s episode(s), was found to have significant influence on increase in farmers’ awareness and knowledge about the use of mobile-based agro-advisory services in the field of adoption of agricultural technology; yield enhancement; and making available the market information.
Similarly, study on agri-drone captured in Mann Ki Baat indicated that the majority of the study farmers (with favorable attitude) perceived drones as useful technology for agricultural operations. However, a significant number of them also expressed the concern of complexity in understanding this technology.
Mann Ki Baat could also create a favorable environment for Farmers Producer Organizations (FPOs) to ease the agri-business, making easy availability of inputs for high value crops, and collective action that could reduce the cost of cultivation of farmers (20-25%). FPO farmers opined that with Mann Ki Baat episodes, they became aware of different policies and schemes of the Government of India promoting agri-businesses.
Study on beekeeping showed that existing resources of this sector got mobilized after the Mann Ki Baat programme. Beekeepers, with better exposure to institutional knowledge and resources, were found to earn better profit in group (Rs. 1,28,328 per 50 bee hives) than individual one (Rs. 92,947). However, ‘pesticide residual problems’ and ‘lack of proper storage facility’ were some of the major obstacles faced by the beekeepers. Message on Kisan Rail could also sensitize and mobilize the farmers to avail its services.
The Kisan Rail could facilitate farmers to transport their perishable agri-produce with lesser time that could help in securing their higher net profits with reduced middleman involvement. Furthermore, Mann Ki Baat episodes were also learned to be successful in creating awareness and positive attitude towards organic/natural farming.
Farmers suggested that- if Mann Ki Baat messages on a particular issue in future can be coincided with seasonal activities, it can make even further influence in making the farmers aware. Therefore, we learned that the Mann Ki Baat programme played a valuable role in inspiring and making farmers aware of various agricultural issues.