In rice-fallows of coastal Andhra Pradesh, sorghum (Sorghum bicolor L. Moench) cultivation is gaining popularity among farmers due to its high average productivity of the Guntur district of Andhra Pradesh (5.7 t/ha) in the country. It urged to study influence of various factors like socio-personal, agro-economical, assets possessions and family background on sorghum productivity and profitability in rice-fallows. Results showed that agro-economical variables such as, land holding, area under sorghum crop, fertilizers cost, total cost of inputs, labour cost, cost of irrigations and pesticides used and grain yield had significant correlation with profits obtained from the sorghum cultivation. Sorghum was a new crop to the farmers as most of them (54%) had up to five years experience in the sorghum cultivation. It is also found that the resourceful farmers who utilized maximum inputs were able to obtain high returns from the sorghum cultivation. It needs attention of the research and developmental agencies to educate and involve such farmers as a key agent to identify and standardize location-specific production technologies and especially for its effective dissemination to maximize profit margin of the farmers in rice-fallows.

Keyword: Farmers’ socio-personal p