Shivraj Singh Chouhan to launch nationwide campaign from Karnal on October 22; initiative focuses on soil health, balanced fertiliser use, crop diversification, water conservation and climate-resilient agriculture.

The Ministry of Agriculture and Farmers Welfare is set to launch Khet Bachao Abhiyan – Rabi 2026 on October 22, with the nationwide campaign continuing until November 30, 2026. Union Agriculture and Farmers Welfare Minister Shivraj Singh Chouhan will launch the initiative from Karnal, Haryana, to promote sustainable farming practices, improve soil health and encourage the efficient use of agricultural resources.

The campaign aims to strengthen farmer awareness around balanced fertiliser application based on soil testing, crop diversification, water conservation and the adoption of resource-efficient agricultural technologies. It will also promote the use of organic and bio-based agricultural products, natural farming and improved management of crop residues.

According to the Ministry, the initiative targets approximately one crore participants through the Agricultural Technology Management Agency (ATMA) and the Indian Council of Agricultural Research (ICAR). A total of 4,150 teams involving Krishi Vigyan Kendras (KVKs) and ATMA are envisaged, with more than 12,000 scientists and ATMA functionaries expected to contribute.

Soil Health, Crop Diversification and Water Conservation in Focus

A key priority of Khet Bachao Abhiyan – Rabi 2026 is to encourage farmers to use fertilisers and other agricultural inputs judiciously, based on soil testing. The campaign will also highlight the appropriate use of green ammonia and biological products, alongside soil health management and integrated pest management.

Crop diversification will be promoted through oilseed, pulse and horticulture missions, with a focus on intercropping and suitable crop varieties. The initiative will also encourage the effective utilisation of fallow fields after paddy harvesting, helping farmers explore productive uses for rice-fallow areas.

Water management will form another major component of the campaign. Awareness programmes will cover water-use efficiency, rainwater harvesting and groundwater recharge, while climate-resilient agriculture and regenerative farming practices will be promoted through training and field demonstrations.

The campaign will also focus on farm mechanisation, integrated farming systems, crop residue management and the distribution of seeds to support the adoption of improved agricultural practices.

Farmers to Receive Training and Access to Government Schemes

The Ministry plans to conduct farmers’ conferences, Kisan Chaupals, training sessions and field demonstrations at the state, district, block and Gram Panchayat levels.

Implementation will involve State Agriculture Departments, KVKs, ICAR institutes, State Agricultural Universities and ATMA. Farmer Producer Organisations (FPOs), cooperatives, Self-Help Groups (SHGs), agricultural scientists and progressive farmers will also participate in outreach and capacity-building activities.

Alongside sustainable farming practices, the campaign will promote the creation of Farmer IDs, awareness of crop insurance under the Pradhan Mantri Fasal Bima Yojana (PMFBY), and expanded coverage under the Kisan Credit Card (KCC) scheme through saturation efforts. Farmers will also receive information about opportunities arising from trade agreements.

Outreach will be supported by local-language communication materials, radio, Doordarshan, social media and other information, education and communication activities.

Key Highlights of Khet Bachao Abhiyan – Rabi 2026

• Campaign period: October 22 to November 30, 2026.
• Launch location: Karnal, Haryana, by Union Agriculture Minister Shivraj Singh Chouhan.
• Participation target: Approximately one crore participants through ATMA and ICAR.
• Implementation network: 4,150 teams involving KVKs and ATMA.
• Technical support: More than 12,000 scientists and ATMA functionaries expected to participate.
• Soil health: Balanced fertiliser use based on soil testing and improved nutrient management.
• Crop diversification: Promotion of oilseeds, pulses, horticulture and intercropping.
• Water conservation: Rainwater harvesting, groundwater recharge and improved water-use efficiency.
• Sustainable farming: Natural farming, regenerative agriculture, integrated pest management and climate-resilient practices.
• Farmer support: Awareness of Farmer IDs, PMFBY crop insurance, KCC coverage and trade-related opportunities.

Impact on Hospitality, Food Processing and Travel & Tourism

1. Potential implications for hotel and restaurant procurement

The campaign’s focus on soil health, crop diversification and efficient agricultural practices is relevant to businesses that depend on consistent supplies of vegetables, cereals, pulses, oilseeds and other farm produce. If adopted widely, these practices could support a more diversified agricultural supply base for hotels, restaurants, caterers and institutional kitchens. However, the campaign does not establish any immediate change in food prices, procurement costs or supply volumes.

2. Opportunities for regional cuisines and farm-to-table dining

Greater emphasis on pulses, oilseeds, horticulture and intercropping could support the availability of a wider range of locally grown ingredients over time. Hotels and restaurants promoting regional cuisines, seasonal menus and farm-to-table experiences may benefit from stronger relationships with local farmers and FPOs.

3. Relevance for food processing and agri-food supply chains

Improved agricultural practices and greater awareness of crop diversification may be relevant to food processors, ingredient suppliers and hospitality procurement teams. The campaign’s emphasis on resource efficiency and agricultural technologies also aligns with broader efforts to strengthen the farm-to-food value chain. Actual benefits will depend on implementation, production outcomes and market linkages.

4. Potential support for rural and agri-tourism

Sustainable farming, horticulture and integrated farming systems can complement rural tourism initiatives, farm stays, agricultural experiences and destination-based culinary tourism. While Khet Bachao Abhiyan is not a tourism-specific programme, the promotion of diversified farming practices could create opportunities for rural enterprises that connect agriculture with visitor experiences.

5. Long-term relevance for sustainable hospitality

The campaign’s focus on efficient resource use, natural farming and climate resilience reflects issues increasingly relevant to hospitality businesses seeking to strengthen sustainable sourcing practices. Hotels and food service operators can monitor developments in local agricultural production and explore sourcing partnerships that support farmers while meeting their own quality and supply requirements.

Industry Takeaway

Khet Bachao Abhiyan – Rabi 2026 places soil health, crop diversification and resource-efficient farming at the centre of the government’s agricultural outreach for the Rabi season. With a target of approximately one crore participants, the campaign seeks to strengthen farmer awareness through a nationwide network of agricultural institutions and field-level teams.

For India’s hospitality and food sectors, its significance lies in the potential long-term benefits of diversified agricultural production, stronger farmer engagement and more sustainable food sourcing. The impact on hotel procurement, food processing and agri-tourism will depend on the adoption of these practices and the development of effective connections between farmers and downstream businesses.

Source: Press Information Bureau (PIB), Ministry of Agriculture and Farmers Welfare, October 21, 2026.