Exploring technology adoption in dairy farms: interactive management perspective

Purpose Global research indicates that technology adoption in agribusiness can significantly enhance performance and operational efficiency. Despite being the world’s largest producer and consumer of milk, India’s dairy sector faces challenges such as low per-herd yield, limited technology adoption, weak health monitoring systems and inefficient farm management. This study aims to identify and analyze the key factors influencing technology adoption in Indian dairy farming using a systems-based approach, and to develop a structured model to support decision-making and promote strategic improvements. Design/methodology/approach Using Interactive Management (IM) as a part of systems approach is a set of tools which uses the democratic way of consensus building to develop ideas, solve problems, facilitate decision-making and helps in policy planning. Findings The major findings of FISM-FMICMAC indicate the role of government and regulatory body as the major driving element to immediately work upon funding support, spreading technology awareness and designing suitable milk pricing policy to ultimately create interest among the dairy farm owners towards adoption of technology. On the basis of six dimensions – government, information sources, personal traits, agents, funding source and targets to be achieved; the systems decision tie line can serve as the way to maximize operational efficiency of dairy farms through technology adoption. Practical implications The discussion section includes the points of practical implications of the study. The options profiles provide various ways to look upon the performance improvement and bringing operational efficiency of dairy farm units both from the business perspective and farmers welfare as well. Social implications With enhancing efficiency and productivity of dairy farms, it can uplift rural livelihoods, reduce poverty and empower marginalized communities involved in dairy farming. Improved technology can bridge urban–rural divides by integrating modern practices, enhancing food security and fostering sustainable development. Moreover, findings could influence policy, promoting equitable access to resources and bolstering India’s agricultural sector, thereby contributing to national economic growth and social welfare. Originality/value This study offers a novel contribution by applying a systems-based IM approach to explore the complex factors influencing technology adoption in Indian dairy farming—a sector with limited prior research in this context. By developing a structured model based on expert consensus and Fuzzy interpretive structural modeling (FISM), the study provides new insights into the interrelationships among these factors and offers actionable strategies to improve adoption outcomes. This work bridges a critical gap in existing literature and has practical relevance for policymakers, technology providers and dairy practitioners.