This research work is based on an empirical investigation into mobile advisory services co-created by the National Bank for Agriculture and Rural Development (NABARD), M.S. Swaminathan Research Foundation (MSSRF), and the agriculture farmers' community of the Union Territory of Puducherry, India. This research work investigates the effectiveness of the agricultural extension tool of mobile phone audio messages among farmers in areas of rural in Puducherry, during the years 2010-2013. The research work analysed farmers' benefits, gaps in mobile advisory services (MAS), perception of mobile messages, socio-demographic, and socio-economic data. As a result, farmers were able to acquire knowledge and skills relating to their livelihoods and make timely decisions to cope with emerging issues and trends in agriculture to an extent of diversifying their cropping patterns. These messages enhanced their knowledge in crop management, latest farming technologies, and agriculture-related government schemes and entitlements, and post-harvest techniques along with care and management of livestock.
