Veterinarian empowers rural farmers through science and digital outreach

“The hands that feed the soil shape the future.” The proverb sums up the life of Dr. Madina Prasadarao, Assistant Director in the Animal Husbandry Department in Visakhapatnam, who has spent three decades strengthening rural livelihoods through veterinary services, training, and digital communication.

Born into a farming family in Pedda Srirampuram village of the Uddanam region, Srikakulam district, Dr. Prasadarao began his career in 1995, fulfilling his father’s dream of serving dairy farmers. Over the years, he expanded his work beyond animal care to promote self-reliance among rural families through livestock-based livelihoods.

With more than 22 years of field experience, he has encouraged farmers to rear at least two milch cattle for a steady income. His efforts led to the creation of milk collection centres in remote villages and the construction of permanent veterinary hospitals through collaboration with panchayats and government agencies.

During the COVID-19 pandemic, he adopted digital platforms to reach farmers. He has produced six short films and over 350 educational videos on livestock management, disease prevention, and government welfare schemes, now used in state-level training programmes.

As a resource person for the State Management Institute of Livestock Entrepreneurship (SMILE) and the Regional Animal Husbandry Training Centre (RAHTC), he has trained farmers, animal husbandry assistants, and young entrepreneurs. Through social media, he also offers free telemedicine, addressing over 100 farmer queries daily.

Recipient of the Rythu Nestham, Dr. C.K. Rao, and Best Field Extension Officer (Southern Region) awards, Dr. Prasadarao continues to show that veterinary science can empower communities and shape the future of rural Andhra Pradesh.