Farmers Perception of Agri-tech Startup–FPO Integration in Strengthening Extension Advisory Services: Evidence from Telangana and Chhattisgarh

Abstract

The growth of Agri-tech startups and Farmer Producer Organizations (FPOs) has created opportunities to improve agricultural practices and advisory services for smallholder farmers. Agri-tech startups provide tools such as mobile applications, drones, satellite imagery, and data-driven advisory platforms, while FPOs offer a structure for collective action, better market access, and shared resources. Combining these systems can enhance Extension Advisory Services and support smallholder farmers more effectively. This study aimed to measure the perception of farmers about Agri-Tech startup–FPO integration for improved Extension Advisory Services. The study employed an exploratory research design in Telangana and Chhattisgarh, selecting ten FPOs (five from each state) purposively based on their operational tenure, membership size, core business activities, and utilization of digital tools. From these FPOs, 300 farmers were randomly sampled. Farmers’ perceptions were measured using a 28-item Likert-scale instrument, and the extent of perception is determined. The results showed a moderately favourable extent of perception, with an overall WMS of 3.14 (62.95%). Farmers in Telangana reported a higher extent of perception (WMS = 3.30; 65.94%) than those in Chhattisgarh (WMS = 3.00; 59.96%). In Telangana, 68% of respondents had medium perception, 21.33% high, and 10.67% low, while in Chhattisgarh, 56% had medium, 16.67% high, and 27.33% low perception. The mean perception scores were significantly higher in Telangana (87.36) compared to Chhattisgarh (84.03), with a Z-statistic of 3.972 (p < 0.001), reflecting stronger acceptance of Agri-Tech–FPO integration. These findings indicate that the extent of favorable perception is important for adoption. Focused training, digital literacy programs, and demonstration of practical benefits can improve understanding and confidence, promoting wider adoption of digital tools and strengthening the collaboration between FPOs, Agri-Tech startups, and smallholder farmers.