Inspirational thoughts can drive a positive behavioural change: The perceived benefits of Mann Ki Baat (Inner thoughts) messages amongst the smallholder Indian farmers

Abstract views: 437 / PDF downloads: 493


  • U S GAUTAM Division of Agricultural Extension, Indian Council of Agricultural Research, New Delhi
  • RANJAY K SINGH Division of Agricultural Extension, Indian Council of Agricultural Research, New Delhi
  • SHAIK N MEERA ICAR-Agricultural Technology Application Research Institute, Hyderabad, Telangana
  • SURESH KUMAR ICAR-Central Soil Salinity Research Institute, Karnal, Haryana
  • ANSHUMAN SINGH ICAR-Central Institute of Subtropical Horticulture, Rehmankhera, Lucknow, Uttar Pradesh
  • R R BURMAN Division of Agricultural Extension, Indian Council of Agricultural Research, New Delhi
  • HIMANSHU PATHAK Department of Agricultural Research and Education, Indian Council of Agricultural Research, New Delhi


Agricultural Massages, new ideas, Inner Thoughts, Preferred agricultural topics, stallholders farmers’ perception and motivation


Farmers are convinced if the message has trustworthiness and is from credible communication sources. In this context, we considered the Mann Ki Baat programme narrated by the Hon’ble Prime Minister as a key motivational factor in shaping the smallholder farmers’ perception vis-a-vis the importance of innovative learning, mobilization, and better access and adoption of the institutional resources (e.g. agri-inputs, agro-advisories, skill development etc.) as efficient means to adapt to the emerging challenges. This study was carried out to draw insights and lessons on the pattern and frequency of listening to the various Mann Ki Baat topics by the smallholder farmers, and how this led to a behavioural change for the sustainable management of agri-food systems. The observations recorded from 1,364 farmers from various states of India revealed that natural farming, conservation of natural resources and willingness to adopt the integrated farming systems (diversification) were the most preferred topics of Mann Ki Baat by the smallholder farmers. Notwithstanding their relatively poor adaptive capacity, a majority of the sample farmers agreed that ideas communicated through Mann Ki Baat were easily implementable on their farms. The perceived trickle-down effect of Mann Ki Baat was also instrumental in mobilizing the farmers to better access the institutional resources, facilitated by an enabling networking with the KVKs and other institutions. This process of change may augur well for enhanced reciprocal learning, enabling the smallholder farmers to better cope up with suit of stresses. It also emerged that mass scale awareness programmes such as Mann Ki Baat by the Hon’ble Prime Minister of India were seen as credible sources of inspiration, paving the way for sustainable agricultural production and entrepreneurial development in the rural hinterlands of India.


Download data is not yet available.


Abegunde V O, Sibanda M and Obi A. 2020. Determinants of the adoption of climate- smart agricultural practices by small-scale farming households in King Cetshwayo district Municipality, South Africa. Sustainability 12(1): 195. DOI:

Antwi-Agyei P, Abalo E M, Dougill A J and Baffour-Ata F. 2021. Motivations, enablers and barriers to the adoption of climate-smart agricultural practices by smallholder farmers: Evidence from the transitional and savannah agroecological zones of Ghana. Regional Sustainability 2(4): 375–86. DOI:

Asfaw A, Bantider A, Simane B and Hassen A. 2021. Smallholder farmers’ livelihood vulnerability to climate change-induced hazards: Agroecology-based comparative analysis in Northcentral Ethiopia (Woleka Sub-basin). Heliyon 7(4): e06761. DOI:

Ayanlade A, Radeny M and Morton J F. 2017. Comparing smallholder farmers’ perception of climate change with meteorological data: A case study from Southwestern Nigeria. Weather and Climate Extremes 15: 24–33. DOI:

Campbell K O. 1980. 'Australian Agriculture: Reconciling Change and Tradition.' Longman Cheshire: Melbourne.

Cohen J M and Uphoff N T. 1980. Participation's place in rural development: Seeking clarity through specificity. World Development 8(3): 213–35. DOI:

Coldevin G. 2003. Participatory Communication: A Key to Rural Learning Systems. Food and Agricultural Organisation of the United Nations, Rome.

Frank E, Eakin H and Lopez-Carr D. 2011. Social identity, perception and motivation in adaptation to climate risk in the coffee sector of Chiapas, Mexico. Global Environmental Change 21(1): 66–76. DOI:

Howden S M, Soussana, J F, Tubiello F N, Chhetri N, Dunlop M and Meinke H. 2007. Adapting agriculture to climate change. PNAS 104(50): 19691–96. DOI:

Hudson S, Krogman N and Beckie M. 2016. Social practices of knowledge mobilization for sustainable food production: Nutrition gardening and fish farming in the Kolli hills of India. Food Security 8: 523–33. DOI:

Jha C K and Gupta V. 2021. Farmer’s perception and factors determining the adaptation decisions to cope with climate change: An evidence from rural India. Environmental and Sustainability Indicators 10: 100112. DOI:

Knickel K, Brunori G, Rand S and Proost J. 2009. Towards a better conceptual framework for innovation processes in agriculture and rural development: From linear models to systemic approaches. The Journal of Agricultural Education and Extension 15(2): 131–46. DOI: 10.1080/13892240902909064 DOI:

Lewis D. 1986. Philosophical papers, Vol. 2. Oxford University Press, Oxford, UK.

Moyo R and Salawu A. 2018. Survey of communication effectiveness by agricultural extension in the Gweru district of Zimbabwe. Journal of Rural Studies 60: 32–42. DOI:

Nguyen N and Drakou E G. 2021. Farmers intention to adopt sustainable agriculture hinges on climate awareness: The case of Vietnamese coffee. Journal of Cleaner Production 303: 126828. DOI:

Schatzki T. 2001a. Introduction: Practice theory. The Practice Turn in Contemporary Theory, pp. 1–14. T R Schatzki, K K Cetina, and E Von Savigny (Eds). Routledge, New York.

Schatzki T. 2001b. Practice mind-ed orders. The Practice Turn in Contemporary Theory, pp. 42–55. T R Schatzki, K K Cetina and E Von Savigny (Eds), Routledge, New York.

Singh R K, Singh A, Kumar S, Sheoran P, Jat H S, Sharma P C, Sharma D K, Hazarika B N, Bhowmik S N, Sureja A K and Bhardwaj R. 2022. Experimental co-production of knowledge to adapt to environmental change in northern India. Environmental Science and Policy 136: 357–68. DOI:

Singh R K, Singh A, Kumar S, Sheoran P, Sharma D K, Stringer L C, Quinn C H, Kumar A and Singh D. 2020. Perceived climate variability and compounding stressors: Implications for risks to livelihoods of smallholder Indian farmers. Environmental Management 66: 826–44. DOI:

Thorn J, Thornton T F and Helfgott A. 2015. Autonomous adaptation to global environmental change in peri-urban settlements: Evidence of a growing culture of innovation and revitalisation in Mathare Valley Slums, Nairobi. Global Environmental Change 31: 121–31. DOI:

Walters B B and Vayda A P. 2009. Event ecology, causal historical analysis, and human–environment research. Annals of the Association of American Geographers 99(3): 534–53. DOI: 10.1080/00045600902931827 DOI:






How to Cite

GAUTAM, U. S., SINGH, R. K., MEERA, S. N., KUMAR, S., SINGH, A., BURMAN, R. R., & PATHAK, H. (2023). Inspirational thoughts can drive a positive behavioural change: The perceived benefits of Mann Ki Baat (Inner thoughts) messages amongst the smallholder Indian farmers. The Indian Journal of Agricultural Sciences, 93(4), 351–357.