Over 12,979 awareness camps, 7,928 field demonstrations and 3,145 farmer training programmes conducted to promote balanced fertiliser use and soil health management

The Indian Council of Agricultural Research has reported major outreach milestones under its nationwide ‘Khet Bachao Abhiyan’, a large-scale campaign aimed at promoting balanced fertiliser use, soil health conservation and sustainable agricultural practices ahead of the Kharif 2026 season.

Launched under the Department of Agricultural Research and Education, the campaign has emerged as one of the country’s most extensive grassroots awareness initiatives on scientific nutrient management, combining field-level engagement, farmer training, media outreach and digital awareness programmes.

According to official data released by ICAR, the campaign has already reached 2.712 crore citizens through digital and media outreach platforms while directly engaging over 7.17 lakh farmers across India.

Key Highlights

• ‘Khet Bachao Abhiyan’ reaches 2.712 crore citizens nationwide
• 12,979 awareness camps and seminars conducted across India
• 7.17 lakh farmers directly sensitised on balanced fertiliser use
• 3,145 training programmes organised with participation of 1.11 lakh stakeholders
• 7,928 field demonstrations conducted on sustainable farming practices
• 4,916 Janpratinidhi Sammelans held involving Panchayat and local governance bodies
• 9,609 dialogues conducted with fertiliser and input dealers
• Campaign promotes soil test-based nutrient management and reduced chemical fertiliser dependency

Massive Nationwide Outreach Through Camps and Demonstrations

Under the campaign, ICAR and its partner institutions organised 12,979 awareness camps and seminars focused on educating farmers about scientific fertiliser application, nutrient efficiency and long-term soil conservation.

The campaign also conducted 3,145 specialised training programmes attended by more than 1.11 lakh participants, helping build awareness around sustainable agricultural practices.

To encourage practical adoption at the farm level, 7,928 field demonstrations were organised showcasing:

• Green manuring techniques
• Use of bio-fertilisers
• Organic nutrient sources
• Integrated nutrient management practices

These demonstrations aimed to help farmers reduce excessive dependence on chemical fertilisers while improving soil productivity and crop sustainability.

Panchayats, Farmer Groups and Input Dealers Brought Into Campaign

Recognising the importance of community-level participation, the campaign organised 4,916 Janpratinidhi Sammelans involving Panchayat members, Sarpanches and Zila Parishad representatives.

ICAR also conducted 9,609 awareness dialogues with agricultural input dealers to ensure the fertiliser supply chain supports balanced nutrient management practices.

Farmer collectives were also integrated into the initiative through outreach to:

• Farmer Producer Organisations (FPOs)
• Self Help Groups (SHGs)
• Farmer Interest Groups (FIGs)

A total of 8,383 farmer-members were connected through these collective platforms.

Digital and Media Outreach Expands Public Awareness

The campaign significantly expanded its visibility through both traditional and digital media.

Publicity materials including banners, posters and hoardings were displayed at 53,616 locations nationwide to spread awareness about soil health and responsible fertiliser use.

Additionally, 1,144 media broadcasts were conducted, including:

• 944 radio programmes and talks
• 200 television and digital programmes

According to ICAR, social media and digital outreach activities helped the campaign reach 2.712 crore people across the country.

Focus on Long-Term Soil Health and Sustainable Agriculture

The ‘Khet Bachao Abhiyan’ is part of the government’s broader push towards sustainable agriculture and climate-resilient farming systems.

The initiative encourages farmers to adopt:

• Soil test-based nutrient management
• Balanced fertiliser application
• Integrated Nutrient Management (INM)
• Organic and bio-based alternatives
• Reduced chemical fertiliser dependency

Officials said the campaign is aimed at protecting soil fertility, improving nutrient-use efficiency and ensuring long-term agricultural sustainability.

Impact on Hospitality, Foodservice & Tourism Industry

The growing focus on sustainable farming and soil health could create significant downstream benefits for India’s hospitality, food and tourism sectors.

Better Farm Quality for Hospitality Supply Chains

Improved soil health and scientific nutrient management can lead to better crop quality, consistency and traceability — key requirements for premium hotels, restaurants, catering companies and organised foodservice operators.

Stronger Farm-to-Table and Organic Dining Trends

As sustainable farming practices gain traction, the hospitality sector could see increased availability of responsibly cultivated produce supporting farm-to-table dining, wellness cuisine and organic menu concepts.

Boost for Culinary and Rural Tourism

Campaigns promoting eco-friendly agriculture and local farming systems can strengthen rural tourism and agri-tourism experiences, where travellers increasingly seek authentic farm visits, local food trails and sustainable hospitality experiences.

Supports India’s Sustainable Food Narrative

The emphasis on reducing chemical overuse and promoting environmentally responsible farming aligns with global sustainability expectations increasingly shaping international tourism, hospitality sourcing and food branding strategies.

With Kharif 2026 preparations underway, ICAR’s expanding outreach indicates a strong policy push towards balancing agricultural productivity with environmental sustainability and long-term soil conservation.