Diversified Agriculture Support Project (DASP) was implemented in the identified 157 blocks of 32 districts of Uttar Pradesh with the objective to increase agricultural productivity and production through diversified production system, encouragement to privatization in agriculture and improvement in rural infrastructure. 17986 Self Help Groups (SHGs) were formed to promote diversification of agriculture and its marketing out of which 3785 SHGs were actively involved in the marketing of agricultural produce and they were termed as Active Marketing Farmers’ Interest Groups. The study was conducted to assess the impact of group marketing on technology adoption and economic return. It was observed that 67 per cent farmers are using seed treatment followed by soil treatment (58 per cent). Fifty seven per cent farmers are using HYV and 47 per cent of gross cropped area was covered under soil testing. When marketing of produce was done through group approach, higher return was realized in all agricultural products. This increase was highest in vegetables and lowest return (11 per cent) in case of cereals. SHGs members realized 20 per cent higher return as compared to non SHGs members in case of vegetables. Market access was denied due to lack of market information. In some cases group Mandi officials and local police harassed members. Efforts should be made to form more number of Active Marketing Self Help Groups and improve market access through comprehensive market information and better regulatory framework

Keyword: Diversified agriculture s