Livestock farming plays a significant role in supplementing family income and generating gainful employment in rural farming sector in India. So, improving productivity and profitability of these need based entrepreneurial sectors necessities scientific knowledge based communication and adoption practices for better livelihood generation of the rural stakeholders. Considering the harsh, adverse agro-climatic scenario of coastal Sundarban regions of West Bengal, orientation of livestock owners with advanced livestock farming practices is crucial. In this backdrop of fact, the study was promulgated to explore the factor related to knowledge based communication and adoption practices by rural livestock owners in these regions of W.B., India. Total 540 no of sample respondent were randomly selected for collection of data in which 216 no’s from Dairy farmers, 216 no’s from small animal farmers & 108 nos. from poultry farmers from this coastal zone of West Bengal. The study revealed that greater numbers of selected respondents belonged to middle aged, marginal category, Hindu religion, married, lower education, and poor income status. Labor and cultivation were the primary occupation to maintain their livelihood along with traditional A.H. practice as ancillary support. The study explored that among all variables, income, communication source, attitude & knowledge level were key elements which directly and indirectly helped to improve adoption index of stakeholders through successful entrepreneurship development in the zones. The majority of selected entrepreneurs had medium level of Knowledge and adoption about improved A.H. practices in the zone. The study reveals that emphasis should be given on women and youth especially for their potential empowerment as well as livelihood generation through rural scientific small animal & poultry farming practices in this region of West Bengal, India.

Keyword: Knowledge; Adoption; Livelihood; Coastal; Livestock owner; Agro-climate;