This study was conducted to investigate the factors affecting adoption of direct seeding of rice technology in Punjab agriculture. A total sample of 80 (adopters as well as non-adopters) of the technology was chosen for the year 2012-13. To assess how much value is being obtained from the use of water the per hectare water productivity was calculated. The per hectare water productivity on direct seeded rice basmati fields was 0.91 kg per m3 and in non-basmati fields was 1.25 kg per m3. However, on non-DSR farms the per hectare water productivity was 0.06 kg per m3 and 0.94 kg per m3 on basmati and non-basmati farms respectively. This means direct seeded rice resulted in the enhancement of water productivity to the tune of 51.67 per cent and 32.97 per cent in basmati and non-basmati varieties, respectively. To study the adoption behavior of DSR technology binary logistic regression was applied the estimated odds ratio for educational level of respondent, scarcity of hired labour and lectures attended of DSR technology were 2.92, 11.92 and 5.15, respectively. All these factors had positive influence on the adoption of DSR technology by the magnitude of their respective odds ratio. However, the estimated odds ratio for availability of family labour was 0.086 with negative sign of estimated coefficient which suggested a negative influence on the adoption of DSR technology. Finally, we suggest that government agencies, extension and research institute should play a vital role to strengthen the awareness and advantages of DSR technology.
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