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Poor smallholder farmers are generally slow in adopting new technologies especially when such decisions require relatively large initial investments which only yields return over long period of time. Even when subsidies are made available , the high transaction costs act as a hindrance. After more than three decades of promotion by government and despite subsidies as high as 90% conventional drip irrigation technology remains exclusively popular amongst 'gentlemen' (better-off) farmers in India. Since it was first introduced in the 1970s the total area under drip irrigation expanded sluggishly from 1,500 ha in 1985 to 225,000 ha in 1998, which is tiny compared to an estimated national potential of 10.5 million hectares.
IDE, India (IDEI) is an NGO dedicated to troubleshooting such problems through a unique market development approach. IDEI promotes simple, affordable, appropriate and environmentally sound technologies for poor smallholder farmers through private marketing channels, under the brand name Krishak Bandhu.