International Journal of Agriculture Extension and Social Development

author(s)
B Srishailam and Dr. B Jirli

abstract
In India, agriculture serves as the primary livelihood for approximately 58% of the population, contributing significantly to the Gross Value Added (GVA) at Rs. 19.48 lakh crore (US$ 276.37 billion) in FY20, with a share of 20.2%. Despite these impressive figures, the agricultural sector faces persistent challenges, notably farmers' distress and suicides. As the nation aspires to double the income of its farming community, there is a critical need to bridge the income gap. One promising avenue is the promotion of newer income-generating opportunities, particularly through the establishment of farm-based enterprises. Farm-based enterprises, spearheaded by agripreneurs, have the potential to be transformative vehicles for rural India. These enterprises, which encompass a diverse range of activities within agriculture and allied sectors, can contribute significantly to economic growth, employment generation, and overall rural development. (source: Annual report MSME 2020-21). The research investigation focused on the Central Telangana region within Sanga Reddy district, encompassing three revenue divisions: Zahirabad, Narayanakhed, and Sanga Reddy. To ensure representation, nine blocks were purposively selected from each revenue division, totalling 27 blocks. Within these blocks, 7-8 respondents were interviewed, resulting in data collection from a total of 200 farm-based agri-input entrepreneurs. The respondents were chosen through a combination of simple random sampling and the utilization of a specially designed interview schedule. The research design employed for this study was both exploratory and ex post facto in nature. In terms of market awareness, a significant majority of the respondents (89.50%) demonstrated a medium level of awareness regarding market-related aspects. A smaller proportion (10.50%) exhibited a high level of awareness concerning market information. Remarkably, none of the respondents reported a low level of awareness. This research design and data collection approach aim to provide comprehensive insights into the awareness levels of farm-based agri-input entrepreneurs in the Central Telangana region. The results may contribute to a better understanding of market dynamics and inform strategies for enhancing awareness among this entrepreneurial community.