Nationwide campaign on soil health and balanced fertiliser use reaches millions through field programmes, digital outreach and farmer training, strengthening India’s long-term food sustainability goals.

Key Highlights

• More than 9.42 lakh farmers connected with the Khet Bachao Abhiyan within days of launch.
• 17,834 awareness programmes conducted across India.
• Nearly 7 lakh farmers participated in outreach activities.
• 3,698 training sessions held on soil health and scientific farming.
• 8,850 field demonstrations conducted on sustainable nutrient management.
• Campaign message reached over 3.5 crore people through digital platforms.
• More than 60,000 awareness materials displayed nationwide.
• Focus remains on soil conservation, balanced fertiliser use and long-term agricultural sustainability.

Nationwide Soil Health Campaign Reaches Over 9.4 Lakh Farmers, Expanding India’s Sustainable Agriculture Push

New Delhi, June 5: The Centre’s nationwide ‘Khet Bachao Abhiyan’, launched to promote soil conservation and responsible fertiliser use, has rapidly evolved into one of India’s largest grassroots agricultural awareness initiatives, connecting with more than 9.42 lakh farmers across the country within the first few days of its rollout.

According to the Ministry of Agriculture and Farmers Welfare, the campaign has generated widespread participation through farmer outreach programmes, training workshops, field demonstrations and digital engagement initiatives focused on sustainable farming practices.

Since its launch on June 1, the campaign has organised 17,834 awareness programmes nationwide, attracting nearly 6.98 lakh farmers. These programmes are designed to educate cultivators about balanced fertiliser application, soil testing, nutrient management and methods to improve long-term soil productivity.

To support practical learning, 3,698 specialised training sessions have been conducted, reaching more than 1.57 lakh participants. The sessions focus on scientific farming techniques, soil health management and strategies to optimise agricultural inputs while maintaining environmental sustainability.

Field-level demonstrations have emerged as a key component of the initiative. A total of 8,850 demonstrations have been organised, showcasing integrated nutrient management practices, organic nutrient alternatives and methods aimed at reducing excessive dependence on chemical fertilisers.

The campaign has also mobilised local governance institutions, with more than 5,200 panchayat representatives participating in awareness efforts. Simultaneously, interactions with over 9,600 agricultural input dealers are helping extend the campaign’s message to farming communities at the village level.

Farmer Producer Organisations (FPOs), Self-Help Groups (SHGs) and Farmer Interest Groups (FIGs) have also been actively involved, strengthening knowledge dissemination around sustainable agricultural practices and scientific nutrient management.

Beyond field activities, the campaign has leveraged mass communication and digital platforms to significantly expand its reach. Awareness materials have been displayed at more than 60,000 locations across India, while radio, community radio, television and digital media programmes have amplified outreach efforts.

Social media engagement has been particularly significant, with campaign messaging reportedly reaching nearly 3.5 crore people, helping increase awareness about soil testing, balanced fertiliser use and sustainable farming methods among farmers and consumers alike.

The ministry said the campaign aims to encourage nutrient management based on scientific soil testing, improve soil fertility and preserve productive agricultural land for future generations.

What It Means for Hospitality, Food & Tourism

The growing emphasis on soil health and sustainable agriculture has direct implications for India’s hospitality and food ecosystem.

Hotels, restaurants and food service operators are increasingly prioritising locally sourced, sustainably produced ingredients as consumers become more conscious about food quality, traceability and environmental impact. Improved soil fertility can contribute to better crop quality, more stable agricultural output and greater resilience across food supply chains.

The campaign’s focus on reducing excessive chemical fertiliser use also aligns with growing demand for naturally grown produce, organic farming and farm-to-table dining experiences that are becoming popular across luxury hospitality, wellness tourism and culinary travel segments.

For agri-tourism operators and rural tourism destinations, initiatives that strengthen sustainable farming practices can help create more authentic visitor experiences while improving economic opportunities for farming communities.

As India’s hospitality industry increasingly integrates sustainability into sourcing and operations, campaigns such as Khet Bachao Abhiyan could play a meaningful role in supporting the long-term health of the country’s food production systems.

Source: PIB | Ministry of Agriculture & Farmers Welfare | June 5, 2026

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