ICAR-Agricultural Technology Application Research Institute Zone-1, Ludhiana
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ATARI, Ludhiana Clinches Best Institutional Film Award at MANAGE Agri Film Festival 2023

Ludhiana, Feb 22, 2024

In a momentous achievement, the film produced by ICAR-ATARI, Ludhiana, titled "Addressing Water and Labor Scarcity by Promoting Direct Seeded Rice (DSR) Technology in Punjab," has been honored with the prestigious Best Institutional Film Award at the MANAGE Agri Film Festival 2023. The accolade includes a cash prize of ₹10,000/- and a commemorative memento.

The acclaimed film delves into the pressing issues of groundwater depletion and labor scarcity prevalent in the state of Punjab, attributable to the traditional paddy cultivation methods involving puddling and manual transplanting. By showcasing the potential of Direct Seeded Rice (DSR) technology, the film advocates for an innovative approach to address these challenges.

Despite the proven benefits of DSR in mitigating associated problems, its adoption remains low because of the knowledge-intensive nature of the technology and the farmers' familiarity with traditional paddy cultivation practices. Through compelling storytelling, the film underscores the transformative impact DSR adoption could have on the agricultural landscape of Punjab.

The MANAGE Agri Film Festival, organized by the National Institute of Agricultural Extension Management (MANAGE), Hyderabad, serves as a platform for showcasing films related to agriculture from across the country. In the 2023 edition of the festival, a remarkable 407 films were submitted by various organizations, institutions, and individuals. The festival aims to provide a broader audience for educational videos that contribute to the dissemination of valuable agricultural knowledge.

This recognition reaffirms ATARI, Ludhiana's commitment to promoting sustainable agricultural practices and finding innovative solutions to address the challenges faced by the farming community. The film serves as a beacon, guiding farmers towards a more resilient and efficient future in agriculture.