Vol. 11, Special Issue 1 (2026)

The livestock sector plays a major role in Punjab’s rural economy, with dairying serving as an important and dependable source of income, employment, and nutrition for farm families. This study was conducted to assess and compare the socio-economic and communication behaviour of beneficiary and non-beneficiary dairy farmers in six districts of Punjab that fall under the GADVASU extension network. A total sample of 480 respondents, consisting of 240 beneficiary farmers from adopted villages and 240 non-beneficiary farmers from non-adopted villages, was selected using a multistage sampling approach. Data were collected through a structured and pre-tested interview schedule and analysed using descriptive statistics. Results showed that most dairy farmers were middle-aged males with education up to the high-school level, medium-sized families, and substantial experience in dairying. The majority possessed marginal or small landholdings and maintained small herd sizes, which corresponded with low household milk production and sales. Beneficiary farmers recorded relatively better milk production and livestock income compared to non-beneficiaries. Interpersonal contact with fellow farmers and veterinary staff remained the main source of information, while mobile phones and the internet were widely used for accessing livestock-related information. However, overall extension contact was still low, even though most farmers reported a moderate level of mass media exposure. The findings emphasize the continuing need for effective and accessible livestock extension services to improve knowledge, adoption of scientific practices, and dairy productivity in Punjab.