A Critical Analysis on Role Performance of Agri-input Dealers in Central Zone of Uttar Pradesh, India

Aims: The study aims to critically analyse the role performance of agri-input dealers in the Central Zone of Uttar Pradesh, focusing on their effectiveness in delivering agricultural inputs and advisory services to farmers. It seeks to identify strengths and gaps in their performance, understand the challenges they face, and assess the need for capacity building and institutional support to enhance their contribution to agricultural development. Study Design: An ex-post facto research design was used to critically analyse the role performance of agricultural input dealers in agro-advisory services. Place and Duration of Study: The study was conducted in the Central Plain Zone of Uttar Pradesh, specifically in Kannauj and Farrukhabad districts, selected purposively. Data collection spanned from 2022 to 2023, covering 5 randomly chosen blocks from each district. Methodology: A multistage random sampling method was used to select participants. From each of the selected blocks, 25 input dealers with a minimum of five years of experience were chosen, resulting in a final sample size of 250 dealers. These individuals were engaged in delivering both agricultural inputs and extension services to farmers. Results: The study revealed that 64.80% of agricultural input dealers exhibited medium-level role performance in agro-advisory services, while 18.00% showed high performance and 17.20% low. Input dealers were most effective in delivering timely and relevant advice to farmers but less involved in training activities, field visits, and supplementary responsibilities. Item-wise analysis highlighted significant variation, suggesting the need for targeted capacity-building efforts. Conclusion: The paper underscores the importance of building institutional mechanisms, region-specific training programs, and stronger communication frameworks to empower input dealers as credible agro-advisors. Such measures are vital for improving the quality and reach of extension services in the agricultural sector.