Abstract

Purpose: This study evaluates the market potential of micro-irrigation systems and assesses consumer awareness of water-soluble fertilizers in the Moradabad division of Uttar Pradesh, India. Approach: Primary data was collected through fieldwork. 85 farmers, 16 retailers/ dealers, and 10 company representatives were interviewed. Purposive and snowball sampling techniques were used. Secondary data was gathered from government websites, news articles, and research papers. Market potential is calculated based on cultivated area, area under micro-irrigation, and unit price. Findings: The study findings report a significant market potential of Rupees 10,657.161 crores for micro-irrigation systems in the region. Farmers are aware of water-soluble fertilizers, but they are primarily used as growth promoters, preferring conventional fertilizers as the primary source. Adoption of micro irrigation systems is very low. The adoption is influenced by various factors such as economic constraints and impediments to perform farm operations. Limitations: The sample size is representative of the studied areas and could limit the extent to which the findings can be generalized for the entire division. Originality: This research offers a new perspective on farmers’ utilization of water soluble fertilizers, highlighting their predominant use as growth promoters. It also reports the complex interplay of factors affecting the adoption of micro-irrigation technologies in the specific context of the Moradabad division

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Funding