The present investigation was carried out to study the personal, social, economic and communicational attributes of beneficiary and non-beneficiary farmers regarding mustard production technologiesdemonstrated under Cluster Front Line Demonstrations (CFLDs). The study was conducted in Bikaner district of Rajasthan during 2023–24. A total of 160 respondents comprising 80 beneficiary and 80 nonbeneficiary farmers were selected through proportionate random sampling from Bikaner and Kolayat panchayat samitis. Data were collected using a pre-tested semi-structured interview schedule and analysedusing frequency, percentage, mean and standard deviation. The findings revealed that a majority of respondents (64.38%) belonged to the middle-age group, 60.63 per cent were from Scheduled Caste, and 40.00 per cent were illiterate. Agriculture was the principal occupation of 81.88 per cent respondents, while 70.00 per cent possessed large landholdings. Canal irrigation was the dominant source of irrigation. Most respondents exhibited medium levels of mass media exposure (68.12%), extension contact (67.50%), information-seeking behaviour (58.75%) and information-sharing behaviour (83.13%). Beneficiary farmers showed comparatively higher levels of communication attributes than non-beneficiaries, reflecting the positive influence of CFLDs. The study concludes that CFLDs significantly strengthen farmers’

communicational behaviour and support adoption of improved mustard production technologies.

Highlights

• m The majority of mustard growers were middle-aged (64.38%), largely from Scheduled Caste communities (60.63%), and 40% were illiterate, showing that CFLDs reached socially disadvantaged groups with limited formal education.
• Agriculture was the primary occupation for 81.88% of respondents, and 70% had large landholdings (>4 ha). Canal irrigation was the dominant source (40%), ensuring reliable water access for mustard cultivation.
• Beneficiary farmers consistently showed higher mass media exposure, extension contact, informationseeking, and information-sharing behaviour compared to non-beneficiaries. This demonstrates that CFLDs significantly strengthened farmers’ communicational attributes, supporting wider adoption of improved mustard technologies.