The Mann Ki Baat campaign has been crucial in fostering an environment among farmers that is conducive to raising awareness and mobilising them. Prime Minister Modi’s Mann Ki Baat radio programmes have strengthened farmers' perceptions of the adoption process for improved millets and production systems and created hospitable conditions for agribusiness
Prime Minister Narendra Modi interacts with the public through the well-liked radio series "Mann Ki Baat" on All India Radio to discuss current events. It began on October 3, 2014, and has a total of 99 episodes as of March 26, 2023. In order to uplift and stimulate the farming community and other stakeholders, the current agricultural concerns have been emphasised. A cooperative research was conducted by the National Institute of Agricultural Extension Management (MANAGE), Hyderabad, and the Indian Council of Agricultural Research (ICAR), New Delhi, to evaluate how the program's inspiration and motivation affected farming communities.
These research' findings showed that smallholder farmers' top preferences for Mann Ki Baat episodes' topics were natural farming, resource conservation, and desire to adopt Integrated Farming Systems (diversification). Another survey of millet farmers revealed that the message delivered through the Mann Ki Baat interaction and subsequent actions taken by the Krishi Vigyan Kendra professionals have strengthened farmers' perceptions of the adoption process for improved millets and production systems and created hospitable conditions for agribusiness. The Mann Ki Baat episodes that featured digital technology, such as the drone and mobile, were determined to have a substantial impact on raising farmers' awareness and knowledge of adopting agricultural technology.
Additionally, Mann Ki Baat might encourage Farmers Producer Organisations (FPOs) to facilitate agribusiness and lower farmers' cultivation costs (20–25%). Beekeepers who had better access to institutional knowledge and resources after the Mann Ki Baat initiative were found to make better profits in groups than on their own, with the exception of any technical issues. A campaign on Kisan Rail could also inform and encourage farmers to use its services. The Kisan Rail could make it easier for farmers to transport their perishable agricultural products in less time and at a larger profit margin thanks to the elimination of middlemen. As a result, we discovered that the Mann Ki Baat campaign was essential in fostering an environment among farmers that was conducive to raising awareness and mobilising them.