PARADIGM SHIFT IN LIVESTOCK EXTENSION: ATTRACTING AND RETAINING LIVESTOCK FARMERS BY CREATING SUCCESSFUL MARKETING MODELS

A study was conducted to analyse the paradigm shift in livestock extension. This study revealed that the farmers in the study area gained economical, social and environmental benefits thereby making native chicken rearing as an ideal livelihood option for the landless and marginal farmers. Thus a market-led approach of conceptualising a model of linking various beneficiaries viz., parent bird rearers, hatchery unit, slaughter unit and value added product unit would help in continuous supply of inputs among them and making native chicken rearing a commercial sustainable venture. Keywords: Environmental benefits, value added products hatchery unit, slaughter unit, market led extension