eChapters

Introduction

A woman is the nucleus of a family, particularly in rural India. For the rural women, the day starts early in the morning with the responsibilities of fetching water, fodder and fuel, cooking food and looking after the livestock and children. Promila et al. (2003) revealed that farm women spent 15:64 hrs/day and 16:58 hrs/ day for productive work during the slack and peak period, respectively. The time saved by farm women from farm activities during the slack period was diverted towards care of children, family members and household works. Still, there is no recognition for their hard work; just because their work is not evaluated in terms of money.

The contribution of women in agriculture is estimated to be about 50 to 60 per cent. In many places, the entire livestock management is looked after by women only. They help in farm operation, take their animals on distant lands for grazing, washing, milking, fodder, breeding management, sale of milk, if necessary by taking it to the market and so on in addition, perform the functions related to house management. Even though, women are playing a very important role in innovation decision process, they are not allowed to try and see whether they are capable of managing farm and family affairs independently or with the help of family members.Adequate attention is also not being paid for the social and economic development of farm women and to encourage them to avail training facilities on farm and dairy management practices for supplementing their family income through development of occupational skills and proficiency.

Introduction

India pre-dominantly an agriculture-based country, requires constant endeavors to seewhether rural and agricultural credit facilities are enhanced with time. As a part of theseefforts, agricultural credit cards and cash credit facility were introduced in lending system. The Kisan Credit Card is a credit card programme launched by Indian banks in August 1998. The National Bank for Agriculture and Rural Development (NABARD) developed this model scheme to supply term loans for agricultural needs based on the suggestions of the R.V. Gupta Committee. Its goal is to provide financial assistance to farmers in order to address the agricultural sector’s comprehensive credit needs. All commercial banks, Regional Rural Banks, and state cooperative banks are among the participants. Short-term credit limitations for crops are in place, as are term loans. Personal accident insurance covers KCC credit card members up to Rs. 50,000 for death and permanent disability and up to Rs. 25,000 for other risks. The premium is split evenly between the bank and the borrower. The validity period is five years, with the option of an additional three year extension, Kisan Credit Card provides cash and term credit to farmers for a variety of linkedoperations such as pump sets, land expansion, planting, and drip irrigation. Soil Wellbeing Card programming has been institutionalized and online programming built for eight statesunderthee-Government Program to provide coordinated supplement administration suggestions based on soil test edit reaction approach. Ranchers receive data through avariety of channels, including Common Service Centres, Internet Kiosks, and SMS, as partofthe Nationale-Governance Plan for Agriculture. Farmers are spared from the exorbitant interest rates charged by traditional banks under the KCC plan. The interest rate on KCC loans ranges from 2% to 4%. This low interest rate aids farmers in repaying loans more quickly, taking into account the crop’s harvesting season and the date the loan was provide.

Introduction

Owing to several biotic and abiotic stresses, the problem of agrarian distress in India has accentuated in recent years. The Indian government set a target of doubling farmers’ income by 2022–2023 in its annual budget for 2016–17 and started a number of initiatives to achieve this goal, including better irrigation efficiency, crop insurance, market infrastructure improvements, organic farming promotion, soil health restoration, and others. The pathway for doubling of farmers’ income encompasses several dimensions, from production to post-harvest management. These include: bridging yield gap, crop diversification, improvements in total factor productivity and proper management of irrigation (GoI, 2007, Evenson et al. 1999) alongwith the provisions of market and institutional support for efficient post-harvest management. With respect to Himachal Pradesh, in order to improve the productivity levels of existing crop enterprises and promote the diversification of cropping systems, various steps have been taken by the line departments which include the creation of water harvesting and irrigation infra-structure, skill up gradation of farmers, subsidy on critical inputs like seed, fertilizers, plant protection materials, market access through information technology and village road network, crop insurance schemes, etc. The impact of these interventions is reflected through the continuous increase in the productivity levels and inclination of farming community towards the adoption of new crop enterprises vegetables and fruit crops.

Introduction

Agriculture is the main occupation in India which engages nearly 119 million of farmers and 144 million landless labourers (Census 2011). According to the Agriculture Census (2012), about 80 per cent of Indian farmers fall under the small and marginal category. The average size of land holding in India is 1.15 ha which will tend to decrease in coming years due to land fragmentation, industrialization and urbanization which are forcing farmers to quit farming and look for more viable livelihood options (Bhattacharyya et al. 2018). Specially small and marginal farmers are exposed to high risk of farming due to climate vagaries, uncertainties in production and market demand, lack of access to support services and markets, limited scope of farm mechanization and the consistent failure of half-hearted government efforts which have been unable to make farming an exciting profession to the old as well as new generations. In Indian context, agriculture has never been a profession for the literate section of the society due to lower production and profitability. NSSO report (2012-13), in alignment with the current scenario, says 40 per cent farmers want to quit agriculture if they get alternatives.

Owing to several biotic and abiotic stresses, the problem of agrarian distress in India has accentuated in recent years. Government of India has taken initiative in its annual budget of 2016-17 and initiate a number of steps to alleviate agrarian distress and improve the situation before the fight for food security faces disastrous challenge from mass migration of Indian farmers to other occupations. The steps taken by the Government of India are improving irrigation efficiency, providing crop insurance, improving market infrastructure and its efficiency, promoting organic farming, restoring soil health and so on.

Introduction

The agricultural sector in India has focussed more on agricultural output and food security. From the year 1965 to 2016, India’s food production was multiplied by 3.7 times while the population was multiplied by 2.55 times. More than one f ifth of rural households with self-employment in agriculture as their principal occupation were having income less than the poverty line (NSSO, 2011-12). In the early 1980s, the farm income per cultivator was 34 per cent of the income of non agricultural workers. In the year 1993-1994, the relative income of farmers was one-fourth of the income of the non-agricultural workers. According to SAS 2012 2013, the average annual income of farm households from the farm as well as non farm sources was Rs. 77,112 which is 60 per cent from farm activities and 40 per cent from non-farm activities. In April 2016, the Government constituted an Inter Ministerial Committee to examine issues relating to DFI and recommend strategies to achieve the same. The target was to change the farm to non-farm income ratio from the existing 60:40 in 2015-16 to 70:30 by 2022-23. A seven-point strategy was proposed and several initiatives were taken to increase the income of farmers. The last available estimates on the income of agricultural households are based on the Situation Assessment Survey of Agricultural Households conducted by the National Sample Survey Office (NSSO) during 77th round (January – December 2019). As per the survey results, the average monthly income per agricultural household from all sources was estimated to be. Rs. 10218. Thus, the present study was taken to know the awareness, knowledge and perception of farmers towards doubling farmers income. Understanding the farmers awareness, knowledge and perception would help to develop specific strategies for increasing the farmers income.

Introduction

Pulses are the most important part of our diet, richest and cheap source of proteins, vitamins, minerals and amino acids besides high nutritional value. Hence, the economic value of these crops is very high. Pulses can be produced with a minimum use of resources and are mostly cultivated under rainfed conditions and do not require intensive irrigation (Sood et al. 2018). Keeping in view large benefits of pulses for human health; the United Nations has proclaimed 2016 as the International Year of Pulses. Thus, due attention is required to enhance the production of pulses not only to meet the dietary requirement of proteins but also to raise the awareness about pulses for achieving nutritional, food security and environmental sustainability. The Government of India through Indian Council of Agricultural Research (ICAR) has established a wide network of Krishi Vigyan Kendras (KVKs) in all the rural districts of the country. These KVKs under the aegis of the National Agricultural Research and Education System are the real carriers of frontline technologies and impart knowledge and critical input support for the famers. The frontline demonstration programme (FLDs) in pulses is a unique programme by Ministry of Agriculture, Govt. of India, conducted under close supervision of farm scientists. Main objective of FLDs in pulses is to demonstrate and popularize the improved agro-technology on farmers fields under varied farming situations for effective transfer of generated technology and f ill the gap between improved technology and adopted/indigenous technology to enhance pulse productivity and farms gains for sustaining the production systems especially under rainfed farming (Choudhary et al. 2009). The field demonstrations conducted under the close supervision of scientists of the National Agriculture Research System is called front-line demonstrations. The main objective of Frontline Demonstrations is to demonstrate newly released crop production and protection technologies and its management practices in the farmers’ field under different agro-climatic regions and farming situations.

Introduction

Onion (Allium cepa L.) is one of the most important commercial vegetable crop cultivated extensively in India and it belongs to the family Alliaceae. It is used both in green and mature stage for salad and spice in a variety of flavoured dishes and soups Onion is liked for its flavour and pungency which is due to the presence of a volatile oil ‘allyl propyl disulphide’- an organic compound rich in sulphur. Onion bulb is a rich source of minerals like phosphorus, calcium and carbohydrates. It also contains protein and vitamin C. It is being used in several ways as a fresh, frozen, dehydrated bulbs and green bunching types. Dehydrated onion is in great demand which reduces transport cost and storage losses. Onion has got good medicinal value. It contains several anti-cancer agents which have shown to prevent cancer in animals. The beneficial compound called ‘quercetin’ present in onion has shown to be powerful antioxidant. Extracts of onion are being used in the prevention of ‘atherosclerosis’ and ‘coronary heart disease’. onion extensive culinary, dietary, therapeutic, trading, income and employment generation value. Onion is commodity of mass consumption and is grown almost all over the country mainly by small and marginal farmers (Shukla and Singh-2018).

A global review of onion area and production revealed that onion is grown in the world in an area of 43.64 lakh hectares with a total production of 873.44 lakh tons and productivity of 21.79 tons/ha. China and India are leading onion growing countries with a total production of 247.00 and 159.40 lakh tons, respectively during the year 2017. India produces around 174 lakh tons of onion annually ranking second in the world. Currently in India the production of onion 31129 million tons with the cultivated of 1914 lakh hectares in 2021-22 observed respectively. Among the different onion growing states Maharashtra tops in area and production. (https://www.districts of india.com).

Introduction

Rice (Oryza sativa L.) is one of the most important cereal grains in the world today and serves as a staple food source for more than half of the world’s particularly in India, China and a number of other countries in Africa and Asia. It occupies an area of about 161 million hectares at global level wi`th production of 503.8 million tones milled basis. More than 90% of the rice is produced and consumed in Asian countries. (FAO United Nation 2017).

Rice provides 21 percent of global human per capita energy and 15% of per capita protein. Although rice protein ranks high in nutritional quality among cereals, protein content is modest. Rice also provides minerals, vitamins, and fiber, although all constituents except carbohydrates are reduced by milling.

Rice commodity recognized as a supreme commodity to mankind, because rice is truly life, culture and tradition. It has its own history and religious importance in human life. India is one of the world’s largest producers of white rice. For India, like many other developing countries, the issue of feeding ever increasing population is of prime importance, this problem can be solved by maximizing agricultural production through use of high yielding varieties and adopting improved package of practices of rice crop. India is facing the challenges of food and fodder production to meet the demand of rising human and cattle population. One of the major causes of this problem is low level of adoption of improved agricultural practices by the farmers. Population www.thecropsite.com

There are three seasons for growing rice in India viz. autumn, winter and summer. The main rice growing season in the country is kharif. It is known as winter rice as per the harvesting time. The sowing time of kharif rice is June – July and it is harvested in September - October. India is an important centre of rice cultivation. The rice is cultivated on the largest areas in India. Historians believe that while the indica variety of rice was first domesticated in the area covering the foothills of the Eastern Himalayas (i.e. North-Eastern India), stretching through Burma, Thailand, Laos, Vietnam and Southern China, while the japonica variety was domesticated from wild rice in Southern China which was introduced to India. Perennial wild rice still grows in Assam and Nepal.

Future Scope of the Research

The present study has been conducted by driving the insights deeper into the nature, intensity and character of the problems creating barrier against the Entrepreneurial communication. Entrepreneurial communication nowadays is a need in these days of unemployment and stands to be both the means and method of sustaining life process in terms both assets and capital, it needs more comprehensive study. Attaining Entrepreneurial communication among the upcoming and motivating entrepreneurs, anywhere is an endless process by itself. The present study thus leaves behind the following domains to be researched out in future:

The study can be extrapolated to other domains of entrepreneurship.

1) Modeling of Entrepreneurial communication including the positive motivation, can be achieved through further studies.

2) The future study of this particular topic has a scope to include several contextual and realistic variables other than the variables included in this study.

3) The structure and the function of Entrepreneurial communication behavior and process, can well be understood from further study of the similar topic.

4) There is a scope of methodological innovation in future and application of artificial intelligence in this study

5) Policy research on Entrepreneurship and Entrepreneurial communication as to monitor or rationalize the magnitude of rural entrepreneurship, for keeping the pace of growth unabated can be achieved.

Recommendations

Based on the empirical research, following recommendations can be made for this specific area of research:

(i) Land size based planning for business communication can help the growth and success of farm enterprise.

(ii) Rice based farming system, supported by irrigation is offering a unique opportunity for capacity building of the farmers of West Bengal.

(iii) Training, focusing on business communication, handling ICT tools and mobile telephony, can go a long way for making communication behavior more adaptive to present social ecology of agriculture and allied sectors of West Bengal.

(iv) Social capitals like, Schools, Panchayat, Credit organizations, Market linked institutions, are to be integrated for shaping up a new form of Entrepreneurial communication behavior.

Limitations: The most important limitations which have been observed in this research are as follows:

Results and Discussion:

Concept Result is the outcome, consequences or conclusion of a problem, probe or experiment organized after a period of time. This conclusion can be one result, multiple results or no result as such. The length of time taken to find a result can vary from less than a second to many years. In this chapter the result of the Research has been elaborated and also discussed later.

The purpose of the discussion/revelation is to interpret and describe the significance of our findings in light of what was already known about the research problem being investigated, and to explain any new understanding or insights about the problem, after we have taken the findings into consideration. The discussion will always connect to the introduction by way of the research questions or hypothesis we posed and the literature we reviewed, but it does not simply repeat or rearrange the introduction and the discussion always explain how our study has moved towards the research problem.

This table presents the distribution of 19 independent variables(x1-x19) and 6 dependent variables (y1-y6) in terms of their Minimum, Maximum, Mean, Variance, Standard deviation, and Coefficient of variation.

Here, it is depicted that the average age (x1) of the respondents is 50.307. The C.V. value for the variable is 18.521. So, it indicates that the distribution of the variable is highly consistent.

From the table it is depicted that the average education (x2) of the respondents is 7.600. So, almost on an average the individual education is 8 for every respondent. The C.V. value for the variable is 41.553. So, it indicates that the distribution of the variable is fairly consistent.

Research methodology is a detailed plan of investigation and the blue print of procedure for carrying out the research. In this chapter, discussion on the methodology has been made to understand the concepts, methods and techniques, which are utilized to design the study, collect information, analyzing data and interpreting the findings for revelation of truth and formulation of theories. The entire chapter has been broken up under following sub-heads for easy understanding:

1. Locale of research

2. Sampling design

3. Pilot study

4. Variables and their measurements

5. Methods of data collection

6. Statistical tools used for analysis of data

Locale of Research

The present study has been conducted in a INDIA-BANGLADESH cross border village named Radhikapur in the state West Bengal. Villages from Kaliyaganj block in Uttar Dinajpur District.

The characters and the factors under study have been well discernible to this area

• The researcher’s close familiarity with respect to area, people, officials and local dialects

• The highly cooperative and responsive respondents

• The profuse scope to get relevant information regarding entrepreneurship communication behavior, economical communication, information seeking & responding behavior, information flow in & flow out etc.

• The locale is located at the terminal point & beside the INDIA BANGLADESH border, so there is some cross border impact also.

In any social science research, it is hardly possible to conceptualize and perceive the data and interpret the data more accurately until and unless a clear understanding of the characteristics in the area and attitude or the behavior of people is at commending by the interpreter who intends to unveil an understanding of the implication and behavioral complexes of the individual who live in the area under reference and form a representative part of the larger community. The socio-demographic background of the local people in a rural setting has been critically administered in this section. A research setting is a surrounding in which input and elements of research are contextually imbibed, interactive and mutually contributive to the system performance. Research setting is immensely important in the sense because it is characterizing and influencing the interplays of different factors and components.

The physical, social, or experimental context in which research is carried out is referred to as the research setting. This context must be accurately described in a study publication because it may have a significant impact on the findings and how they are interpreted. For instance, in a paper describing the social behavior of chimpanzees, the authors may need to provide the following information about the research environment: where the chimpanzees were observed (in the wild or in captivity), the number of chimpanzees observed, and whether they belonged to the same social group, the geographic location, the time of study, the season/weather conditions, the availability of resources like food/water/shelter, and the presence of environmental factor.

Area of the Study

The present study was taken up in West Bengal. From West Bengal, District Uttar Diaper, Blocks Kaliyaganj, Villages Radhikapur was selected.

Entrepreneurship: the Concept and Definitions

Entrepreneurship is the capability to improve, arrange and continue a business enterprise, along with any of its uncertainties to make a profit. We can say an example of entrepreneurship is the starting of a new business, a new venture with some challenges and specific objectives.

Meaning of Entrepreneur

An entrepreneur is defined as one person who has the ability and desire to establish, administer and succeed in a startup venture along with the risk entitled to it, to make profits. The best example of entrepreneurship is the starting of a new business venture. Entrepreneurs are often known as a source of new ideas or innovators and bring new ideas in the market by replacing old ones with a new invention.

According to Cole (1949), an Entrepreneur represents an individual or a group of individuals, who conceive, initiate and maintain for a sufficiently long period a social institution which produces economic goods or to put it differently.

Communication: Communication is an act by which one person gives to or receives from another person, the information about the person’s need, desires and perceptions. Knowledge or affective states: Communication is an act by which one person gives to or receives from another person, the information about the person’s need, desires, and perceptions. Knowledge or affective states.

Entrepreneurial Communication: It should have some unique features. The way one teacher talk with a student, the way one official personnel talk with an individual, like them one entrepreneur should communicate with their customer to uplift of their enterprise. So this type of communication differs from the general communication.

Concept of Review of Literatures

The Review of literature is a systematic, explicit, and reproducible method for identifying, evaluating, and synthesizing the existing body of completed and recorded work produced by researchers, scholars, and practitioners. The Review of literature is also a resource paper, which includes the current knowledge including substantive findings, as well as theoretical and methodological contributions to a particular topic. These are available mostly in academic and scholastic journals.

Review of literature provide the basics for research in nearly every academic f ield. The aim of review of literature is to highlight what has been done so far in the field of interest and how our findings are related to earlier research. The review of literature also indicates the following by providing referential inputs.

(i) Approaches

(ii) Methods

(iii) Variables used

(iv) Statistical procedure

(v) Expected results

(vi) Provides theoretical background to our study.

(vii) Helps justify how our findings are related to our body of knowledge in our field of research.

(viii) Establishes a link between what we propose to study and what has already been found. It helps us to refine our research methodology.

Introduction

Entrepreneurial communication is an action intended to forge a relationship with the other party in order to affect their interest, attitude, and behavior. This is due to the fact that it is never done without considering how it would affect both qualitative and quantitative outcomes. A person can transmit or receive information about another person’s needs, wants, perceptions, knowledge, or emotional states through the act of communicating. In the context of entrepreneurship, communication refers to a set of procedures for exchanging knowledge and understandings between individuals who are engaged in a predetermined or novel situation.

Every interaction that takes place during communication involves a shift and is dynamic. Since it is dependent on interaction and a transaction between speakers, communication cannot be understood s a straightforward process of transmission. The planned actions and activities are not hindered because the emission and reception occur simultaneously, with h the transmitter acting as both a receiver and a transmitter. The process of sending and receiving signals as knowledge, feelings, emotions, skills, talents, attitudes, activities, etc. is known as entrepreneurial communication.

In terms of information sharing about events, situations, involvement, impact, adaptation, etc., it is built on interactions between business owners, educators, and educated youth.

Regardless of the subject or content, having a lesson plan prepares teachers for class by providing detailed guidelines for the session. A lesson plan need not be lengthy or complex; it should simply outline what is being taught, the method of presentation, and the objectives and goals for student achievement.

Why Lesson Plans Are Important

• Preparation and Effectiveness: Preparing lessons in advance is crucial for implementing effective teaching strategies. Without a lesson plan, classes can become unproductive or confusing for both students and teachers. Proper preparation ensures that lessons are structured and focused.

• Classroom Management: Lesson planning is vital for classroom management. Developing a lesson plan based on learning objectives allows for flexibility in teaching methods and classroom management techniques. Different delivery approaches are needed for hybrid or online classes compared to traditional classes, and a well-prepared plan helps maintain focus and effectiveness regardless of the learning environment.

• Student Success: Well-structured lessons significantly benefit students, who are more likely to engage and show interest in the material. Lesson plans, guided by curriculum objectives, help teachers create valuable educational experiences, thereby increasing the likelihood of student success.

Computer-based instructional teaching and learning platforms, commonly known as Learning Management Systems (LMS) or educational technology (EdTech) platforms, are designed to enhance the educational experience by integrating technology into the learning process. These platforms offer a range of tools and features that support both instructors and students in various educational activities. Here are some key platforms and their features:

Key Platforms

Moodle

Moodle (Modular Object-Oriented Dynamic Learning Environment) is a widely used open-source Learning Management System (LMS) designed to provide educators, administrators, and learners with a robust, secure, and integrated system to create personalized learning environments. Here's an in depth look at Moodle, its features, and its use cases:

Key Features of Moodle

1. Course Management

• Customizable Course Creation: Instructors can design courses with f lexible layouts, multimedia content, and varied activities.

• Modular Plugins: Extensive library of plugins for activities, resources, and user management

Role of Digital Technologies in Agricultural Extension

Digital technologies encompass a wide array of electronic tools designed to facilitate information processing, communication, transmission, and presentation. Scholars like Michiels and Van Crowder (2001) describe these technologies as transformative forces that can significantly alter organizational structures and social dynamics. In the agricultural sector, the integration of digital tools offers substantial benefits, from driving agricultural growth to empowering underserved farming communities. This review explores the necessity, benefits, scope, and challenges of digital technologies in agricultural extension, highlighting their potential in advancing sustainable rural development.

Importance of Digital Technologies in Agricultural Extension

Boosting Agricultural Development

Digital tools play a crucial role in advancing agricultural growth by providing timely and critical information, knowledge, and resources to farmers and stakeholders.

Expanding Knowledge Access:

These technologies serve as vast repositories of agricultural knowledge, giving extension workers and farmers access to comprehensive information on best practices, innovations, and market trends.

Enhancing Information Dissemination

Digital tools improve the spread of agricultural information and advisory services, enabling farmers to make informed decisions regarding crop management, pest control, and market opportunities.

The digital revolution has brought profound changes to numerous industries, and agriculture is no exception. Cyber Extension, which leverages Information and Communication Technologies (ICTs), plays a pivotal role in providing extension services and disseminating vital agricultural information to farmers. This discussion will explore the intricacies of Cyber Extension, highlighting its significance, applications, and impact on modern agricultural practices.

Transformation of Extension Services

• Traditional extension services relied on direct interactions between extension agents and farmers. While these face-to-face meetings were effective, they often struggled with challenges such as limited reach, high operational costs, and scalability issues.

• The introduction of ICTs has revolutionized extension services, giving rise to the concept of Cyber Extension.

Core Elements of Cyber Extension

• Digital Platforms: Cyber Extension leverages a variety of digital platforms, including websites, mobile apps, social media, and online forums, to share agricultural knowledge and engage with farmers.

• Remote Sensing and GIS: Advanced technologies like remote sensing and Geographic Information Systems (GIS) provide farmers with real time information on weather conditions, soil moisture levels, crop health, and pest infestations.

• ICT Devices: Devices such as mobile phones and tablets allow farmers to access extension services, receive advisory messages, and join virtual training sessions from any location at any time.

• Mobile Technology: Mobile phones and text messaging services deliver crucial information directly to farmers, including advisory messages, weather alerts, market prices, and other pertinent updates.

• E-Learning: Cyber Extension supports e-learning through modules, webinars, and online courses, educating farmers on best practices, crop management techniques, and market trends.

• Decision Support Systems: Tools and expert systems assist farmers in making informed choices regarding crop selection, irrigation schedules, fertilizer use, and pest management strategies.