Rice plays very important role in food and nutritional security in the developing world. Although India is the second largest producer (113 mt) next to China with 44 mha area under rice, its average yield (~2.6 t/ha) is far below both that of China (>6 t/ha) and the global average of ~4 t/ha. Hence, along with genetic enhancement and advance crop protective measures, innovative extension approaches with agro-ecological importance, geo-political, socio-economic can support to improve the rice productivity levels with climate resilience and effective natural resources management perspectives. Moreover, the agricultural extension paradigm shift from National demonstration in 1960's to Training and visit system in 1970's to pluralistic extension approaches in 1990's has enhanced the rice production from 34.5 million tonnes in 1960-1961 to 117.5 million tonnes in 2020-2021. Still there is a huge potential to transform the rice production systems of the country through adoption of bottom-up innovative extension approaches with information and communication connectivity. Approaches like social learning, community engagement and ICT support have proven effective in dissemination and adoption of improved varieties and practices of paddy cultivation.

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