M.N. Reddy, Consultant

Presentation given at MEAS GLEE on June 6, 2012: 

Bottom up and Farmer led EAS

Dr. M.N. Reddy served as Former, Director (Agril.Extn. & Commn.), National Institute of Agricultural Extension Management (MANAGE), (An organisation of Ministry of Agriculture, Govt. of India, Rajendranagar, Hyderabad , India. He was Professor of Agricultural Extension in Andhra Pradesh Agricultural University for two decades before joining in MANAGE. He is graduated in Agriculture from Andhra Pradesh Agricultural University Hyderabad and did his Ph.D., (Agri. Extn.,) from Indian Agricultural Research Institute, New Delhi.                                                     

He served as National Facilitator for MANAGE- COVERDALE (U.K.) Program between June 1991 and March 1995 in the areas of Agricultural Extension Management.

As Principal Coordinator (Extension Reforms) developed, tested and operationalized the reforms agenda leading to the institutionalization of the concept of Agricultural Technology Management Agency (ATMA) and Strategic Research and Extension Plans (SREPs). This concept was introduced in 600 Agricultural development Districts in India by involving all stakeholders in agri-value chain besides promoting research – extension – farmer- market linkage models, Commodity Interest Groups and their Federations and public-private partnership etc., Market-led Extension concept was conceived and promoted by organizing national seminars and continuous capacity building programs in various states of the country.


Served as International Consultant to Agricultural Sector Management Support Project  for developing Country Level Master Trainers at Republic of Yemen and to the Farm Privatization Project, Govt. of Tajikistan.

As Principal Coordinator (DAESI) developed an innovative program for Agri-Input Dealers, first of its kind in the country called “DAESI” (Diploma in Agricultural Extension Services for Input Dealers) in the year 2003-04 with an objective of transforming input dealers into para-professionals enabling them to serve the farmers better with appropriate technical inputs. This has helped in developing about 2500 para-professionals to supplement and compliment the efforts of public extension delivery system.

As Principal Coordinator (PGDAEM) a Post Graduate Diploma in Agricultural Extension Management was designed and launched through distance education mode in 2007-08  for the extension functionaries of agriculture and allied sectors in India.  A total of 5000 candidates have enrolled for the program till date. As Principal Coordinator Mass Media support to Agricultural Extension trained about 266 producers of Doordarshan and FM Radio Stations.

As teacher, Researcher & Trainer offered courses to the Post Graduate students in the areas of Agricultural Extension Management Systems, Mass Media Communication, Diffusion and Adoption of Innovations, Organizational Communication, Training Management and supervised the Research Projects leading to M.Sc., and Ph. D., Trained Field Extension Functionaries and Scientists of State Agricultural Universities (SAUs)  in the fields of Extension Methodology and Communication Techniques, Extension Management, Training Methodology, Strategic Planning and Market Led Extension.

Published about 70 Research papers in the leading National and International Journals besides contributing few chapters in Books.

He has awarded Gold Medal  in M.Sc., and National Communication Research award for the outstanding Research in the field of Communication Research in India. He also received Silver and Gold level certificates in the field of Extension and Management.

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