Archives of Current Research International

India, despite being the fourth-largest producer of pesticides globally, accounts for only 3.75% of global pesticide usage, with fungicides playing a key role in disease management of high-value crops like cumin. This study investigates farmer awareness and buying behaviour regarding the use of a specific fungicide formulation (Carbendazim 12% and Mancozeb 63% WP), branded as “Sapath,” in Surendranagar district of Gujarat. Using a descriptive research design, primary data were collected from 180 cumin farmers in Wadhwan, Muli, and Dasada talukas during January–March 2025 through purposive sampling. Data analysis employed Weighted Average Mean and Garrett Ranking techniques. The findings reveal that most farmers were middle-aged males with limited education, small landholdings, and moderate annual incomes (₹1–5 lakh). Chemical methods were universally used to combat diseases such as Alternaria blight and wilt. Brand image, agro-service center recommendations, and product performance were the most influential factors in purchase decisions, while credit facilities and packaging size had minimal effect. Only 24 percent of respondents had heard of the company, and awareness of the Sapath product was extremely low. Farmers expressed moderate satisfaction, particularly regarding price and availability, though concerns about product quality were noted. Promotional strategies such as farmer meetings and social media outreach proved more effective than traditional methods. The study emphasizes the need for targeted awareness campaigns, improved product quality, and localized promotional interventions to enhance responsible pesticide adoption among cumin farmers.