Agricultural Aid at the Touch of a Button: Assessing Respondents’ Attitude Towards the Kisan Call Center

Background: Kisan Call Center has been rising in prominence since its emergence, because of its reach to a large number of farmers indifferent zones of country, surpassing the confines of traditional extension services. Kisan Call Centre have exhibited to be a paramount link between agricultural experts and farmers, it acts as a foundation for uplifting farmers by providing them with easily assessable, personalised expert assistance. Attitude acts as an indispensable factor in fully leverage the potential of any resource, hence, this study was conducted with an objective of attitude assessment of farmers towards the tele-advisory system ‘Kisan Call Center’. Methods: A sample of 150 farmers were comprised with proportional random sampling method. Personal interviews with the help of a structured schedule were taken for data collection. Result: The study reported that overall attitude of farmers toward the Kisan Call Centre is mixed, with positive perceptions regarding its ability to provide information, build self-reliance and help illiterate farmers. source of information, age, education, scientific orientation and family size are found to be positively and significantly correlated with the attitude of the respondents towards use of Kisan Call Center.