Seed of an idea: Mann Ki Baat (Inner thoughts) programme and its perceived social influence on millets farming

The declining area and production of millets needed a national-level social influencer, Mann Ki Baat hosted by the Hon’ble Prime Minister was timely. present study tried to assess perception millet farmers, as how influencing event, such Baat, has impacted farming context. carried out in 68 districts belonging 28 states Union Territories with participation 1236 professionals from Krishi Vigyan Kendras (KVKs). results indicated that ~ 88% KVKs could undertake follow-up activity on for attending few episodes at KVK campuses, 60% farmers respondents travelled more than 15 KM. Among 53% have listened five episodes, whereas 9% 30 (for general issues, going beyond agriculture-related episodes). This reveals is no longer an urban-oriented program, but directly reached marginal farmers. Mass media played major role publicizing event among consumers, while provided knowledge support during after episodes. About 20% either formed or joined Interest groups listening Baat. More 45% believed they got least one additional idea practice about due this event. A considerable number adopted been sensitized what were already doing, further having their diet hearing had substantial influence growers which strengthened process farmers’ adoption improved varieties environment agri-entrepreneurship. lessons learned may help promote accordance changing agricultural scenarios locally globally.