Report on Campaign for Balanced Use of Fertilizers under ICAR-ATARI Zone X, Hyderabad

5 May 2026, Hyderabad

The intensive campaign on balanced use of fertilizers conducted on 5 May 2026 across 08 districts of Andhra Pradesh under ICAR-Agricultural Technology Application Research Institute, Zone X, Hyderabad demonstrated effective convergence of field-level extension, capacity building, and digital outreach. A total of 10 awareness programs were organized by 8 Krishi Vigyan Kendras (KVKs), directly reaching 482 farmers, while 6 training programs benefited 263 farmers. In addition, one Kisan Mela and three interface/stakeholder meetings engaged 40 participants, strengthening farmer–scientist interactions and promoting scientific nutrient management practices.

The campaign also included 9 expert talks, 6 demonstrations on green manuring and sustainable nutrient management, and awareness activities such as wall paintings and poster displays. Digital dissemination emerged as a major driver, achieving a social media reach of 2,23,311 farmers through platforms such as WhatsApp, Facebook, and other media, complemented by 1,123 farmers covered through direct physical contact and field interactions. Overall, the campaign significantly enhanced awareness and adoption of balanced fertilizer use across the Zone.

The intensive campaign on balanced use of fertilizers conducted on 5 May 2026 across Andhra Pradesh, Telangana, Tamil Nadu, and Puducherry under ICAR–ATARI Zone X, Hyderabad covered all 72 Krishi Vigyan Kendras (KVKs), demonstrating strong convergence of field-level extension, capacity building, and digital outreach. A total of 44 awareness programs were organized, directly reaching 2,463 farmers, while 16 training programs benefited 666 farmers.

The campaign also included 3 Kisan Melas covering 745 farmers and multiple stakeholder/interface meetings involving 77 participants, thereby strengthening farmer–scientist linkages and promoting scientific nutrient management practices. Extension interventions comprised 43 demonstrations on green manuring, biofertilizers, and other sustainable practices, supported by 202 expert talks, wall paintings, poster displays, and awareness campaigns.

Digital dissemination emerged as the key driver, achieving a massive social media reach of 2,61,164 farmers through WhatsApp, Facebook, X, and other media platforms, complemented by 4,577 farmers covered through direct physical contact and field interactions. Overall, the campaign effectively integrated mass communication with grassroots-level interventions, significantly enhancing awareness and adoption of balanced fertilizer practices across the Zone.

(Source: ICAR-Agricultural Technology Application Research Institute, Zone X, Hyderabad)