Technology backstopping to the farmers by the scientists and extension workers facilitate farmers to take up right crop intervention at right time thus preventing crop loss and adding to the yields. As mobile phones are increasingly used by the farmers, this opportunity was used to send mobile messages through governmental platform mKisan portal in rice through e-group. Need based, timely mobile messages were sent to a group of 60 farmers in an egroup. Messages were sent in both kharif and rabi seasons on the themes soil sampling and testing, land preparation, new improved varieties - seed rate & contact address for seed purchase, weed management, nutrient management, pest management, disease management, suggestions during weather aberrations, mechanization for harvesting & contact address for straw baler. Farmers preference for messages in kharif and rabi were compared to know if there exists any difference. In kharif season, farmers growing rice crop preferred to get mobile messages on suggestions during weather aberrations, followed by new improved varieties, seed rate & contact address for seed purchase, soil sampling and testing, pest management, etc. While in rabi season, farmers growing rice crop preferred to get mobile messages on new improved varieties, seed rate & contact address for seed purchase, pest management, nutrient management, etc in the order of preference.

Keyword: Mobile messages; Technology backstopping; preference ranking; Garret value