eChapters

Floriculture  is  increasingly  regarded  as  a  viable  diversification  from traditional field crops due to increased per unit returns and increasing habit of “saying it with flowers” during all the occasions. All over the world, the floricultural sector is experiencing rapid changes. Opening up to the world, market  in  the  WTO  regime  paving  way  to  free  movement  of  floricultural products worldwide, globalization and its effect on income generation have all  contributed  to  increase  in  per  capita  consumption  of  flowers  in  most countries. Noticeable  feature  of  global  floriculture  is  the  development  and expansion of floriculture in non-traditional areas. Netherlands, Italy, Germany and  Japan  had  strong  tradition  for  growing  and  consumption  of  flowers. The  concept  of  commercial  floriculture  was perpetuated  across  the  world from those regions. New production centres are developing in Latin America, Africa and also in Asia to meet the demand of consuming countries and also to  expand  domestic  market,  commensuration  with  improved  economic conditions  these countries  provide  highly  qualitative  floricultural  products with low cost price which is finding a favourable place in markets of Western Europe, America and Japan. Emergence of new production centres has made floriculture  more  competitive  and  this  in  turn  is benefiting the  ultimate consumers.

Indian floriculture industry is shifting from traditional flowers to cut flowers for export purpose. The liberalized economy has given an impetus to Indian entrepreneurs for establishing export oriented units (EOUs) under controlled climatic conditions.

The wide variation in the agro climatic conditions in India permit us to grow various types of tropical and subtropical plants and flowers. Though such plants grow successfully without cover, they fail to meet the export requirements of being seldom blemish free. High quality ornamental plants meant for export should be scientifically grown only in plastic, glass or fiberglass greenhouses, or at least under partial cover. Though initial investment is high in protected cultivation, the products in them will obtain far more attractive prices.

Seed is a vital input for successful flower production and it is considered as the starting material for most bedding plants and many of the cut flowers produced. The production of bedding plants and cut flowers is both capital and labour intensive. In order to optimize production efficiency and maximize profit, it is important for growers to use high quality seeds. Production of seeds of annual flowers has immense scope as an area of diversification in floribusiness. The flower seed industry is international, operating in many countries of the world. Large quantities of flower seeds are required both by developed and developing countries for adding to the beauty of private and large gardens and also for cut flower production. Worldwide, nurseries engaged in production of seeds of seasonal flowers have a booming business. The great diversity of flower seed crops is a fascinating facet of the world seed industry and they are of high value and low volume in contrast to the high volume and low value seeds of cereal seed crops.

Orchids belong to family Orchidaceae, which is the most highly evolved among monocotyledons with over 800 genera and 35,000 species and over 74,400 natural and manmade registered hybrids. Orchid is the first horticultural plant cloned by tissue culture methods on a commercial scale (Goh, 1990). Rapid multiplication using tissue culture techniques is an important strategy for preserving the valuable orchid wealth in India. Vegetative propagation through division of rhizomes and separation of offshoots and keikis is very slow. Both these problems can now be successfully alleviated through micropropagation. The technique has revolutionized the orchid industry and now it is possible to multiply unlimited number of desirable clones. Rotor (1949) was the first to have employed tissue culture techniques to multiply Phalaenopsis, and since then micropropagation potential of a variety of monopodial taxa has been successfully tested.

A ‘flower’ is an intricate organ composed of different morphological units including sepals, petals, androecium, gynoecium, stem and leaves. These units differ functionally with each other which ultimately decide the longevity of flowers. A cut flower may be defined as flower or an inflorescence containing more than one floral unit in the opened or unopened state which is harvested and marketed for ornamental purposes. Cut flowers in general are highly perishable commodities and highly vulnerable to huge post harvest losses. Once severed from the plant, they are deprived of their natural sources of water and nutrients and they wilt rapidly. It is claimed that 70% of the potential lasting quality of cut flowers is pre-determined at harvest. While post harvest factors influence 30% of the effects nearly 20-80% of the cut flowers are lost due to improper post harvest handling (Salunkhe et al., 1990).

Dry flowers are naturals, dried and preserved with an everlasting value the can be cherished for longer period. According to APEDA investigations, dried flowers accounted for 15% in the total floriculture export during 1988-89 and increased to 64% in 1994-95. Export value of dried plants and planting materials increased from Rs. 109.21 million in 1993-94 to Rs. 364.55 million in 1995-96.
 
India exports dry flowers to U.K., Germany, Italy, The Netherlands, U.S.A., Japan and Singapore. Dry flower production is labour intensive, provides self-employment and job opportunities for a large number of workers and aids in development of subsidiary industries. The industry has many advantages.

Bonsai culture is an important branch of Ornamental horticulture. History of Bonsai is very old dating back to many centuries in China where it originated, as most Chinese arts and from there it spread to Japan and became highly specialized.  In fact, bonsai culture is in the present day more known as Japanese than as a Chinese art.  In Japanese homes, there are plants which are hundreds of years old. This treasured art is passed from generation to generation in Japanese society.

The word Bonsai is a combination of two Japanese words, Bon (meaning shallow pan) and Sai (meaning plant) which can be interpreted as ‘Tray planting’.  The idea conveyed is that of a small beautiful tree growing in a container as in nature with all its parts performing their natural functions throughout the times.  The artistic look of plant in a miniature form maintained for many years is the prime criteria.  Bonsais are grown outdoors and are displayed in living room, as and when, needed.  They cannot be treated as house plants.

Anthuriums are tropical flowering plants with attractive foliage. These flowers are bewitchingly beautiful with attractive form and long lasting characters making it a favourite choice for flower arrangement and for bouquet making.  Anthurium is a large neotropical genus of 600-800 species belonging to family Araceae. Two flowering species in this genus Anthurium andreanum and Anthurium scherzerianum are extremely fascinating and commercially important.  The flowers of anthurium are popular with flower arrangers because of their bold effect and lasting qualities (Bhatt and Desai, 1989 and Singh, 1995). Together with some of its many hybrids, A. andreanum today forms the basis of a substantial cut flower industry chiefly in Hawaii, where much research is done in its hybridization and cut flower.

Carnation is one of the important cut flower crops grown throughout the world and occupies prime position because of the attractive colour, shape and good vase life. Due to the excellent keeping quality, wide range of forms, ability to withstand long distant transportation and remarkable ability to rehydrate after continuous shipping, carnation is preferred by growers to roses and chrysanthemums in several flower exporting countries.

Although cut carnations are sold in western countries all the year round, they are in particular demand for the Valentines Day, Easter, Mothers Day and Christmas. While standard carnations are in great demand, the miniature types are fast gaining popularity for their potential role in floral arrangement and also as cut flower at comparatively low price. White and pink standard carnations are in the greatest demand followed by red, yellow and bicolour. The liking for a colour depends upon the time or season. The re standard types are preferred to other colours, especially during the Christmas. In contrast in miniatures, the terminal flower bud is pinched to encourage clusters of short-stemmed small flowers. These types are mainly used for flower arrangement. (Bhatt, 1989)

China aster (Callistephus chinensis) belonging to family Asteracea is a native of China. It is a half hardy annual, erect plant, hispid hairy branches bearing alternate, broadly ovate or triangular ovate, deeply and irregularly toothed leaves. Flowers are solitary, usually blue, lavender rose or white coloured. China aster is one of the most important among garden annuals grown throughout the world. Among annual flowers China aster ranks third next to chrysanthemum and marigold. It is grown by small and marginal farmers in Karnataka, Tamil Nadu, West Bengal and Maharashtra. Due to its long vase life, China aster is a popular cut flower used in vases and for floral decoration and also for making garlands and venis in Karnataka. Asters are popular as bedding plants and used to fill gap in mixed herbaceous borders. Dwarf cultivars are also suitable for edging and window boxes.

Chrysanthemum (chrysos =golden; anthos = flower) is a popular flower crop of commercial importance known as the “Queen of the East”. It ranks next only to rose among flower crops in the world.

Gerbera, commonly known as Transvaal Daisy, Barberton Daisy or African Daisy, is cultivated throughout the world under a wide range of climatic conditions for its attractive flowers. It is highly suitable for beds, borders, pots and rock gardens. The wide range of colour and the attractive shape of flowers suit very well in flower arrangements. The cut blooms have long vase life. Today Gerbera is known as an important commercial flower crop and belongs to the most important plant species in the world, together with the rose, chrysanthemum, carnation and tulip. Gerbera is amongst the ten most important commercially grown flower crops in the world.

Gladiolus is a flower of breathtaking beauty with a wide range of colours, size and form. Its magnificent inflorescence has won for it, a place of pride in gardens and value as a cut flower. Except true blue and green practically all colours are available in gladiolus. Flowers are long lasting and stand transport well. They are widely used in flower arrangements, bouquets and indoor decorations. It is estimated that gladiolus is grown throughout India over on area of 1270 ha (Arora et al. 2002).

Heliconias are tropical plants of princely dimensions grown for their attractive foliage and brilliant flower spikes. They are some of the most unusual flora of the tropics. Strikingly elegant flower heads rise from banana like clumps of oval leaves, which are sometimes rather slender and, with a few varieties, extremely large. They are found naturally in the tropical forests world wide and in moderate climates. A popular landscape plant and cut flower in tropical and subtropical areas of the world, heliconias are native to Central and South America, the Caribbean Islands and some of the islands of the South Pacific. Their easy cultivation and spectacular presence have made them favourite garden subjects throughout the world. Heliconias have several common names including lobster’s claw’s, ‘parrot’s flower’, ‘parrot plantain’ and false plantain. Depending on variety, heliconias will range in height from 60 to 700 cm, often with extensive rhizomatous growth. The flower or inflorescence of heliconia is nearly always terminal and may last from several days to several months. They are particularly desirable as cut flowers because of their long lasting characteristics. 

Jasmine (Jasminum spp) is one of the oldest fragrant flowers cultivated by man. They are the most common flowers in India gardens.

Importance and Uses

They are traditionally important flowers not only as fresh flowers but also as source of high grade perfume oil. Mention of jasmine is there in ancient Indian literature like Kamasutra (AD 300-400) and Mahabharatha (500 BC). The odour of jasmine flowers cannot be imitated by any known synthetic chemical or natural isolates, thus giving it a unique status in the perfume world.

Marigold is one of the easiest annual flowers to cultivate, having wide adaptability. Flowers are attractive, have good keeping quality with a wide spectrum of colour, shape and size. They produce marketable flowers in a short time and are used widely for religious and social functions as well as for garden display. 

Importance and Uses

 Marigolds are sold as loose flowers, as cut flowers and widely used for various decorations and garland making. They are also excellent landscape plants widely used for bedding purpose, in herbaceous borders and can also be grown in pots. French marigolds, being dwarf, are suitable for hanging baskets, rockeries, edging and window boxes. In fact, marigolds rank next only to jasmine in popularity in South India 

Orchids are the royalty among flower crops. They exhibit an incredible range of diversity in size, shape and colour of flower. They are valued as cut flowers and potted plants and are the most pampered plants. Orchid flowers are famous for the long lasting characteristics and bewitching beauty. No other plant has probably acquired the status of orchids. They have always been considered as mysterious plants.

Rose the ‘Queen of flower ’is undoubtedly the world’s most favourite and popular romantic flower. It occupies a prestigious position in cut flower industry and as a garden plant. For thousands of years, the rose has been a symbol of love, adoration, innocence and all other virtues. Countries like England adopted rose as their national flower. In India, rose adorned the gardens of not only the rich and the famous, but also the ashramas of the saints. Rose cultivation initially developed with the distillation of rose for essential oil. Today the importance of rose is in its value as a cut flower. It is one of the most important commercial flowers throughout the world. Roses are also used for preparation of rose water and ‘Gulkhand’ 

Tuberose (Polianthes tuberosa) commonly called as Rajanigandha produces waxy, white and fragrant flowers on long spikes which are mostly used as cut flowers for making garlands and extracting essential oil. Among the ornamental bulbous plants, it has great economic potential for cut flower trade and essential oil industry. The predominant characteristics of this crop are its lingering, delightful fragrance and excellent keeping quality.

Today, floriculture has transformed into a viable agri-business. Estimated area under flower growing in India is about 65,000 ha. More than two-third of this area is devoted for the production of traditional flowers. Production of cut flowers comes to about 500 million numbers. The interesting aspect is that 80% of Indian exports consist of only roses. Other major cut flowers include gladiolus, tuberose, carnation and orchids. With the emerging trends and constant urge for new innovative products, it is high time that Indian floriculture industry shifts towards new or novelty crops (Singh, 2005).

National Horticulture Board

Commercial floriculture includes production of cut flowers, foliage plants, bedding plants and growing and forcing bulbs and corms of flowering plants for whole and retail sales. The floriculture industry has become highly specialized. Floriculture industry uses many devices to ensure steady supply of flowers and foliage plants irrespective of the season and minimum loss to industry, because of perishable nature of flowers.

The field of talent management continues to mature from agri-business to extension service, but it is also being impeded both by the scale of debates taking place. The field continues to agree that talent management “adds value” to the organisation such as extension system. To understand the development scenarios of strategic talent management, we need a “theory of value” to understand the elements of talent management which are the most valuable for business-led extension service (BLESS) effectiveness. “Theory of Value” is a generic term which encompasses all the theories within economics that although explain the exchange value (or) price of goods and services. Alternatively, “Value of Theory” encompasses a range of approaches in extension system to understand how, why, and to what degree humans should value things, whether the thing is person, idea, object, (or) anything else for effective functioning of strategic business-led extension service to sustain its clients system.

1. Prelude

Indian agriculture has experienced spectacular changes in the recent period, manifesting large-scale commercialization and diversification. They broadly include cultivation of new crops and varieties, increase in the share of area under cash crops, large scale spread of livestock activities and fisheries, pursuance of high tech in the areas of aquaculture, bio-technology, horticulture, processing etc. India currently is the second largest food producer. If we look critically the resources available with the country we can say it has the potential to be the world’s number one producing over 600 million tons of food products.

Though the extension education was originated as a “field approach” aimed to enhance the life quality of rural people, it has evolved into a scientific discipline that relies heavily on empirical research to develop and test its “field-oriented” approaches and methods. Since its birth, the extension research has passed through several phases and a range of research paradigms like community mobilisation, farmer participatory approaches, technology assessment and refinement, impact assessment, Information and Communication Technologies (ICTs) aided development, etc.

Farmers require a diverse range of information to support their farm enterprises. Information is needed not only on best practices and technologies for crop production, but also for post -harvest aspects. Agricultural Extension is an essential pillar for research and development in agriculture. Despite a wide range of reform initiatives in agricultural extension in India in the past decades, the coverage of, access to, and quality of information   provided to marginalized and poor farmers is uneven. Approaches to agricultural extension in India and worldwide continue to evolve.

1. Introduction

Democratisation of information makes it possible for ideas, opinions, knowledge and services to be accessible to everyone, anywhere, anytime. In this era of ‘knowledge sharing’, making access to the required information and knowledge is the key to innovation and empowerment of farming community. Rapid technological developments over the years, particularly internet and mobile, have made it possible to provide array of services on a single platform due to convergence. It is a unique opportunity to leverage upon the available ICT infrastructures and deliver the knowledge based services effectively to people. There are number of ICT initiatives being attempted in the field of Agriculture and other sectors. Some of the successful models (web-based and mobile based) have shown way for the future of e-extension in India.

Agriculture is vital to the development of any nation, India being no exception. Development must include the youth and therefore the government seeks to encourage their participation in the agricultural sector. This effort seeks to change the negative perception the youth have of participation in agriculture as uneducated, unskilled, physical labourers with extremely low economic return. Modern agriculture is more than tilling the soil and animals. The sector today offers career opportunities in research, environment, financial management, engineering and other technical areas for the youth to explore. The introduction of the Youth in Agriculture is necessary and important to facilitate food and nutrition security for the sustainable development of the nation.

Throughout the history of Indian agriculture, the contribution of farmers to agricultural technology development and dissemination has been very significant. Farmers’ practices are useful not only for scientific technology development, but also for sustainable agricultural development. Rural economy will sustain only when it effectively utilise the available local resources. But recent agricultural development witnessed that those modern agricultural practices slowly replacing the farmers’ practices. In this juncture the basic challenge for sustainable agriculture is to make better use of these internal resources. This can be done by minimizing the external inputs used, by regenerating internal resources more effectively or by combinations of both (Rolling and Pretty, 1997).

Tamil Nadu Irrigated Agriculture Modernisation and Water Bodies Restoration and Management project (TN IAMWARM) is a multidisciplinary project funded by World Bank. It is being implemented by WRO, PWD as nodal agency in 63 sub basins along with line departments and TNAU as coordinating agency since 2007. TNAU is concentrating on up scaling water saving technologies including Sustainable Sugarcane Initiative (SSI) under Precision farming in sugarcane. Krishi Vigyan Kendra, Virinjipuram is implementing TN IAMWARM project in Cheyyar & Kiliyar sub basin since 2007. Cheyyar  and  Killiyar Sub - Basin are the tributaries  of the Palar Basin that rises in KolarDistrict of  Karnataka enters through Vaniyambadi  and drains an area of about 13,470 Sq. K.M. of which 10,880 Sq. K.M. is in Tamil Nadu. The command area of this sub basin comes under the Cheyyar and Vandavasi Taluk in Thiruvannamalai and Uttermerur, Maduranthagam, and Seyyur Taluk in Kancheepuram Districts  which covers 458 tanks in 12 blocks with a registered ayakut area of 36746 ha. The major crops grown in the sub basin area are paddy, sugarcane, groundnut and pulses.

Vegetables constitute about 55 per cent of horticultural crop production in the country with a total production of 85 million tonnes which is estimated to cross 100 million tonnes in near future. Successful cultivation of vegetables is hampered due to the incidence of several insect pests. Cultivation of hybrids, improved varieties, intensive agronomic practices, off season cultivation and indiscriminate use of insecticides has changed the pest complex in these crops.

The Revised ATMA Scheme provides for dedicated specialist and functionary support to take up training and extension initiatives at State, District and Block level. Besides this, improvement in extension outreach right down to the village level is expected to be achieved through Farmer Friend. The study mainly focused on farmer friend under ATMA scheme. The FF served as a vital link between extension system and farmers at village level (one for every two villages). The FF should be available in the village to advise on agriculture and allied activities. The FF  mobilized farmers’ groups and facilitate dissemination of information to such groups, individual farmers and farm women directly through one to one interaction individually or in groups and also by accessing information / services  on behalf of farmers as per need through Common Service Centres (CSC) / Kisan Call Centres (KCC). (Government of India, 2010).

Krishi Vigyan Kendra is a Government of India funded Indian Council of Agricultural Research Project implemented at district level for enhancing the productivity and livelihood through scientific extension works. Realizing the importance of technology dissemination in the changing scenario of food and nutritional security, ICAR intervened in a big way. All the first line extension projects were merged and brought under single umbrella of KVK. The major emphasis was to enhance the production and productivity as well as to generate household income and employment of farming community. It was also envisaged that these extension works will be act as model for extension agencies and also catalyzed to improve the existing systems for better delivery mechanism.

Rice is a staple food for millions of people in the world, particularly in developing countries like India. The demand for rice is growing with ever increasing population. In India more than 70 per cent of the ground and surface water is being used for Agriculture and out of this 70 per cent is allocated to rice cultivation. Each kg of rice produced with irrigation requires 3000- 5000 litres of water (Anonymous, 2011). The demand of rice in India is increasing with increase in population and is expected to be 140 m.t. by 2025 (Pandey et al., 2008).

Theworld fashioned and occupied by three fourth of the water. Fisheries activities are an indispensable part in the life and livelihood of the peoples. Aquaculture is the most important role for the upward economic strengthening and social mobility. Most of the inland fish farmers are poor due to lack of financial resource. Because of the poor production through the inland fish culture, the most of the farmers in Tamilnadu are undertaking composite fish culture technology. Demand for fish is rapidly increasing due to the growing population and awareness about the superiority of fish to other meats. The marine and freshwater sectors growth were 2.5 and 8 per cent respectively (Ayyapan and Diwan, 2004).

Groundnut is one of the main oilseed crop of India.Unlike many oilseeds, Groundnut can be consumed directly in various farms and hence now it is also being considered a supplementary food crops. In india groundnut is grown in an area of about 6.5 hectares with a production of  about 7 million tones of pods per annum (2007). It is one of the few crops that can be cultivated even on marginal lands under low input conditions. Unfortunately average productivity of groundnut in india is quite low (1000kg) compared to (USA-3000 kg/ha, China- 2600 kg/ha, Argentina-2100 kg/ha  and  Indonesia-1550 kg/ha).

In any work environment the managers, facilitators are equipped with some specific type of skills to perform their activity effectively. In this study, multi stakeholders were involved in the process of Precision Farming from land preparation to marketing. Every stakeholder has a specific task to be performed so as to lead the client in the direction desired. In order to achieve this, the skill components viz., Management and Facilitating skills possessed by them and their own perception on those skills were assessed.

Farmer Field School (FFS) is a capacity building method based on adult education principles for group of farmers. FFS is best described as a ‘school without walls’, where farmers learn through observation and experimentation in their own fields. FFS methodology is potential extension approach to enhance farmer’s knowledge which is a basis for adoption of improved practices (Manoj and Vijayaragavan, 2014). In Andhra Pradesh Department of Agriculture initiated FFS programme in the name of Polambadi during 2006.

Food security is an essential feature of a country’s independence and sustenance. Rapid growing population and increasing purchase capacity, both play an influential role on food security. The cultivation or agriculture has declined the world over, with India and Kerala being no exceptions mainly due to the lack of human resources to work with the soil. Uneconomic crop pricing, lack of social accreditation, poor and unstable income, insecurity to life and health etc. are the main factors which discourage the youngsters in our country from becoming ‘farmers’.

Agricultural practices have been undergoing changes over a period of time throughout the world. The intensive agricultural practices followed during the past four decades in our country resulted in food security and self-sufficiency. This was achieved through development of input responsive varieties coupled with use of chemical fertilizers and plant protection chemicals. Agriculture is an important sector for economic development in India. Crop production is an important income source for millions of farmers in some cases with few cropping alternatives due to ecological constraints. All over the world majority offarmers rely on pesticides and fertilizers to increase yields. Pesticide use in most Indian agriculture is an essential part of production technology. Therefore farmers in developing countries are perceived as overusing pesticides, both in quantity and quality, with mixtures of chemicals, known locally as cocktails, being the favoured form of application (Crissman et al., 1994).

The cropping pattern in India is changing fast, particularly in favour of export-oriented commercial crops. These crops pose threat to the environment. Grapes is one such crop which accelerates environmental degradation. Borkar (2007) reported that with the advancement of technologies, the cultivation practices of grapes had improved increasing the yield and quality of grapes. However, to control the tremendous losses occurred due to pests and diseases in grapes, thousands of hundreds of kilograms of pesticides were dumped into the environment causing pollution.

Fish has a vital role to play in mitigating the protein deficiency in developing countries. Fish has been described as the meat of the third world, and fish contributes significantly in developing and developed countries as a source of employment, income generation and foreign exchange earnings. The minimum per capita consumption of fish of an average Indian should be 11 kg per annum, as recommended by the ICMR. However, the per-capita consumption of fish in India is only 5 kg per annum, whereas, per capita consumption of fish in Japan was 62.6 kg, China - 30 kg and Bangladesh - 35 kg (Goswami et al., 2012).

Agriculture is the key force in India and nearly two-third of the work force is directly or indirectly depends on agriculture to support their livelihood. In every day situation, farmers are facing complex problems viz., pest hazards, weed control, moisture insufficiency, soil fertility, farm credit, labor shortage, soil erosion, crop production technologies and so forth to improve the production and productivity. It is not sufficient to give agricultural related information to farmers alone and it is very essential to give information on newly released technologies to the people involving in the extension activities or extension personnel’s.

Distribution channels are behind every product and service that consumers and business buyers purchase everywhere. Product distribution is one of the four elements of the marketing mix. Usually, combination on institutions specializing in manufacturing, wholesaling, retailing and many other areas join force in Distribution channels. A Distribution channels are a set of inter-dependent organization involved in the process of making a product or service available for use or consumption. Distribution channels decisions play a role of Strategic importance in the overall presence and success a company enjoys in the market palace.

Animal husbandry contributes 30 percent of agricultural gross domestic products in India and hence remains an important livelihood activity to the growing population of India. Mixed and diversified farming provides significant profit to the farmers than either only with agricultural or livestock farming. One of the biggest challenges in animal production is to produce animal products for human consumption through sustainable technologies. In the southern districts of Tamilnadu, dairy farming, sheep and goat rearing and back yard poultry form the major livestock livelihood activities.

Agricultural sector worldwide is faced with several serious challenges as follows the spiralling demand of food, declining agricultural productivity due to natural resources degradation and increasing competition in international markets. The new millennium throws up new challenges in the Indian agriculture sector that are different from those in the past. Continuous pressure of producing more food from the same land with shrinking natural resources and marketing the product is a tough task for farmers. Public agricultural extension system with a mandate and mission, beyond transfer of technology, is needed to develop the capacities of the farming community.

Climate change is a complex problem involving varied interactions between the environment, natural resources (land, crops, animals and water) and people. These interactions are likely to change the ecological and agricultural landscape, and therefore influence agricultural and animal production. The Intergovernmental Panel on Climate Change (IPCC) has dictated that global warming/climate change could lead to many environmental problems i.e., Drought, floods, crop and animal farming, food production, and health hazards etc. Agriculture is closely dependent on the endowment of natural resources and environmental conditions of soil and climate. India is divided into many agro—climatic zones depending upon rainfall, agriculture and soil fertility. The agro climatic conditions of India and the various other factors that largely determine the cropping patterns vary throughout the country. Warangal district falls into two agro climatic regions namely Southern Telangana Zone and North Telangana Zone.

India’s agrarian culture and economy is undergoing drastic changes. In this progressive path of agricultural resurrection, a comprehensive multidimensional understanding of agricultural development is of great importance. In the present context of Kerala, where the local administrative bodies are vested with more powers to plan and execute need based agricultural development activities, a clear understanding of the concept of agricultural development among the major stakeholders shall serve as a firm base for development.

The digital revolution is radically shifting how people create, manage, share and publish information, as well as how they relate, collaborate, communicate and share resources. Information and Communication Technologies (ICTs), Social Media, Web 2.0 and mobile applications have also significantly changed the livelihoods of the local farmers especially in developing countries.

Water is one of the most important production assets and securing access to and control and management of water is key to enhance livelihood base of any country like India where most people depends on agriculture. India is endowed with rich and vast diversity of natural resources, water being one among them. But water resources in India are unevenly distributed over the country. The more than 50 per cent of the total resources distributed with five states namely Uttar Pradesh, Odisha, Andhra Pradesh, Karnataka and West Bengal (MWR, 2008) and left other states much prone to water scarcity.

Technology adoption is mounting every day in the field of agriculture. The greatest need of the day is to effectively communicate the information related to farm technologies to the millions of farmers to educate and to adopt them in order to modernise their agriculture. Inspite of our best efforts, only 25 to 30 per cent of the modern agricultural technologies have reached farmers. This modern technology however has been restricted to favourable farming situation only.