Mesta (Hibiscus sabdarifa) is an important fibre crop next to cotton and jute. Its fibre used in manufacture of many fabric products. The study was carried out in Vizianagaram district and Srikakulam districts of North Coastal Zone of Andhra Pradesh. the total sample size was 90. The data were collected with semi structured interview schedule. The data were analysed with suitable statistical tools. The constraints elicited by the farmers were categorized into Production Constraints, Marketing Constraints and SocioPsychological Constraints. Nearly 90-100 per cent of the selected farmers expressed the majority constraints related to marketing constraints particularly Low price and non regulated market(100%), low MSP declared by Jute Corporation of India(96.67%) and lack of storage facilities and rural go downs(83.33) and SocioPsychological constraints particularly Labour scarcity & High wage rate(97.78%), Superseding of maize /Cotton to Mesta crop(94.44%), Use of plastics in place of Mesta based products(93.33%) and Non availability of water for retting(90%). It could be noticed that these constraints were due to policy matter decisions and improper implementation of govt. policies and schemes. It is the dire necessity to increase the price for Mesta produce (fibre) and establishment of regulated market particularly at vizianagaram and srikakulam districts of Andhra Pradesh to prevent the extinction of mesta crop.

Keywords : Mesta Crop, Constraint Analysis, Retting, MSP, JCI, Adoption And Non Adoption