Gender, caste, and heterogeneous farmer preferences for wheat varietal traits in rural India
germplasm for the benefit of farmers and consumers of the Global South during and after the Green Revolution. Understanding farmers’ heterogeneous preferences for varietal traits in different market segments and incorporating the prominent ones in crop breeding programs are expected to facilitate a faster diffusion of these new varieties. Albeit knowing little about farmers’ trait preferences in South Asia, public-sector breeding programs prioritize yield enhancement and risk reduction over other varietal traits.