This study answers two questions: (1) How do farmers perceive the economic value of agricultural meteorological (agri-met) advisories in terms of coverage, message relevance, frequency, timing, and language? and (2) To what extent do advisory media influence farm-level economic choices, such as crop selection, use of inputs, and risk protection? The study was conducted in the Hisar and Palwal districts of Haryana using participatory methods, including focus group discussions and a survey of 200 households. The results point to significant socioeconomic heterogeneity in access. Younger and more educated farmers were more likely to use Information and Communications Technology (ICT)-based advisories, while older and less educated farmers tended to rely on radio, television, and local extension personnel. Women’s access was mainly indirect, often through household members, which represents ongoing gendered constraints in farm-level decision-making. Farmers also relied on several overlapping sources, including ICT, traditional media, and informal networks. No single channel could reach every group. From an economic perspective, advisories resulted in lower input costs, improved resource allocation, and increased profitability. However, discontent persisted regarding their accuracy, especially in localized rainfall forecasting and irrigation scheduling. These issues compromised the reliability of farm-level planning. Farmers often found advisories from trusted intermediaries—such as extension workers, the Krishi Vigyan Kendras (Farm Science Centres), or input dealers—to be more dependable than anonymous digital notifications. Overall, the research highlights that agri-met advisories hold economic value. Still, their efficacy is limited by socioeconomic inequity and credibility problems. To add value, agri-met advisories require participatory, localized, and trust-based delivery channels. These should combine ICT tools with community intermediaries to enhance inclusiveness and effectiveness.
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