Seed production is a critical practice for ensuring the self sufficiency of good quality seeds to the farming
community, thereby to the nation. This study examined farmers’ overall knowledge of rice seed
productions and its success determinants using data collected from 180 rice seed producers across all the
three zones of Telangana state. The empirical analysis, based on binary logistic regression, identified the
success determinants of knowledge gain in rice seed production. The findings revealed that perceived
market orientation, mass media utilization, extension contact, and risk orientation were driving factors to
gain the knowledge on quality seed production in rice. However, majority of the farmers reported lacking
updates on seed supply under the programme. Limited technology choices and inablility to sell their
produced seed as seed in the market, leading them to sell it as grain for immediate cash flow for next crop
season. Furthermore, farmers indicated that absence of buy-back system for seed at farmer level in the
study area. Farmer-to-farmer selling of seed is hardly possible due to lack of trustworthiness among
farmers in study area. Thus, from a policy perspective, the findings suggest a shift toward demand-driven
extension services,rather than the existing supply driven approach, sucha drift would likelt enhance
Farmers’ satisfaction increase their involvment in seed production programmes, and utilmately improve
the knowledge of seed production techniques. To address the key challenges of the study such as limited
market access, lack of trust, and inadequate extension services, the study contributed by suggesting that
strengthening market orientation, fostering trust among farmers, and implementing demand-driven
extension services can enhance seed production knowledge, promoting long-term sustainability and self-
sufficiency.