Dr. M.N. Reddy

Director (Agri. Extension & Communication)

M.Sc. (Agril. Extn.), Ph.D.(IARI)

Born on  -  June 18, 1950 at Mustabad, District -  Karimnagar (A.P.)

Educational Profile

• Ph. D. in Agricultural Extension  -  1985  from Indian Agricultural Research Institute, New Delhi

• M.Sc. (Agril. Extn.) – 1976 with Gold Medal from ANGRAU, Hyderabad                                     

• B.Sc. (Agri.) – 1974  First Class with Distinction from ANGRAU, Hyderabad

Professional Qualifications

Silver Certificate             Coverdale Org.London   1991 -

                                     Principles and  Practices of Management      

Gold Certificate               Coverdale Org. London  1994 - 

                                     Course Designing, Course Directing and Mentoring

As National Facilitator                                                                

• Served as National Facilitator for MANAGE- COVERDALE (U.K.) Programmes between June 1991 and March 1995 in the areas of Agricultural Extension  Management for the officers of agriculture and allied  departments of State Governments and Scientists of State Agricultural Universities.                

As Principal Coordinator -- Extension Reforms                             

• Development and Operationalization of Reforms in Agricultural Extension by way of developing Strategic Research and Extension Plans (SREPs) by involving all the stakeholders including farming community. This exercise is being carried out under ITD Component of NATP in 7 States across the country through the institutions called Agricultural Technology Management Agencies (ATMAs).   The focus of SREPs is to
  (i) set the Research and Extension Agenda of the district; (ii) develop linkages among research – extension – farmers - market; (iii) promotion of Commodity Interest Groups and their Federation and (iv) develop public-private partnership.  This project was under implementation from 1998 – 2005.  Based on the feedback and encouraging results obtained under ITD Component of NATP, Ministry of Agriculture, Government of India has taken a decision to upscale to 262 districts in under Extension Reforms during 2005-07 and 300 districts during 2007-08, thus covering the all the development districts in the country.

• Served as Consultant and Project Manager for Tribal Development Project sponsored by IFAD through ITDA, Govt. of Andhra Pradesh during 1995-96.

As International Consultant                                                                            

• Served as Consultant for  “Agricultural Sector Management Support Project”   for developing Country Level Master Trainers at Taiz, Hodeidah,  Sieyun and Dhamar Provinces of Republic of Yemen during July-August, 1995.

• Worked as Agricultural Extension Training Expert to the Farm Privatisation Project, Govt. of Tajikistan for developing Master Trainers during August-October, 2002.

 As Principal Coordinator                    

• Launched an innovative programme for Agri-Input Dealers,  first of its kind in the country called “DAESI” (Diploma in Agricultural Extension Services for Input Dealers) in the year 2003-04.   This programme is being replicated by other State Agricultural Universities such as Tamil Nadu Agricultural University, Coimbatore.

 As Teacher / Researcher / Trainer                                      

• Taught to Post-Graduate Students in ANGRAU covering subjects like Agricultural Extension Management Systems, Mass Media Communication, Diffusion and Adoption of Innovations, Organizational Communication, Training Management and Research Methodology. 

• Supervised the Research Projects leading to M.Sc., and Ph.D. in the areas   of Watershed Management, Transfer of Technology, Training Needs Assessment and Self-Help Groups.

• Trained Extension Functionaries and Scientists of State Agricultural Universities (SAUs)  in the fields of Extension Methodology and Communication Techniques, Extension Management, Training Methodology, Strategic Planning and Market Led Extension.

Work Experience        

• Director (Agril. Extension & Communication)  at MANAGE,  Hyderabad
  from April 01, 1999 till date.  

• National Consultant (NATP) at National Institute of Agricultural Extension Management (MANAGE), Hyderabad from July 10, 1997 to March 31, 1999.

• Associate Professor (Communication) at Extension Education Institute (EEI),
  Acharya N.G. Ranga Agricultural University (ANGRAU), Hyderabad from
  Dec. 22, 1986 to July 9, 1997.

• Extension Specialist at RARS, Nandyal, ANGRAU from June 03 to
  Dec. 23, 1986.

• Assistant Director of Extension at ANGRAU, Hyderabad from Nov.11, 1985
   to June 02, 1986

• Farm Radio Officer at ANGRAU, Hyderabad from Sept. 21, 1978 to Nov.10,1985.

• Agricultural Extension Officer, Department of Agriculture, Government of
  Andhra Pradesh from March 13, 1976 to Sept. 20, 1978.

Honours                                                     

• Distinction in B.Sc. (Ag.), Awarded Book Prize by Jawaharlal Nehru Trust,
  New Delhi.

• Gold Medal  in M.Sc. (Agri. Extension)

• Awarded Senior Research Fellowship in Ph.D. (Agri. Extension)

• Recipient of National Communication Research Award

• Awarded Silver and Gold Level Certificates in the field of Extension
  Management.            

Publications

Book                                   Organisational Communication

                                          (Structural and Functional Analysis)

Research Papers                  70 Research Papers published in National and 

                                          International Journals.

Farmer Bulletins                  Vyavasaya Panchangam, Package of Practices, 

                                          Radio Lessons, Vyavasaya Suchanalu - Radio Programmes.

Contact Details:

Dr. M.N. Reddy

Director (Agri. Extension & Communication)

National Institute of Agricultural Extension Management (MANAGE),  

Rajendranagar, Hyderabad – 500 030

Phone : 040-24014527 (O);  24040505 (R )

E-mail:  mnreddy@manage.gov.in, mnreddy2000@rediffmail.com

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