Vegetable varieties with multiple attributes spread at faster rate-A case study in popularizing carrot variety Pusa Rudhira in NCR Region

Improved vegetable varieties with additional attributes other than yield may have greater chances for acceptance by the farmers. This hypothesis was tested by designing the on-farm action research in Soodna village of Hapur district to assess the carrot variety Pusa Rudhira during the year 2011-14 and also to analyze farmers' feedback and horizontal expansion of the same as compared to the prevailing popular variety (Desi Red) from private sector. Findings showed that though the duration of both the varieties was comparable but the yield advantage from variety Pusa Rudhira was 10 q/ha higher than the private sector variety Desi Red (384 q/ha). Farmers and consumers preferred Pusa Rudhira for its long red fleshed roots with high juice content, sweetness and self coloured core of roots. The market price for this variety fetched higher price (17.76%) than the Desi Red variety (Rs. 788/q). As a result, the net return was computed considerably higher (38.17%) for variety Pusa Rudhira (Rs 222690/ha) over Desi Red (Rs 161169/ha). Farmers also accorded superior score to Pusa Rudhira in terms of colour (9 out of 10), marketability (9 out of 10) and taste (8 out of 10).