Frontline demonstrations on rice variety Shalimar Rice-1 were conducted at farmers’ field in the plains of south Kashmir during the kharif 2006 to 2008. The average seed yield ranged from 55.9 to 76.3 and 35.6 to 60.5 q/ha under improved technology and farmers’ practice, respectively. Increase in yield over farmers’ practice was 25 to 57% with improved rice technology. Highest net returns (Rs. 26780 to 47500/ha) were also realized from the improved practice. An additional net income of Rs.11950-152270/ha was obtained by improved technology against additional cost of Rs. 2850–4540/ha over farmers’ practice. Benefit: cost ratio was also higher with the improved technology.