Despite the high costs of Bt cotton and the problems associated with the seed, advertising campaigns and government promotion of Monsanto’s technology initially helped persuade Indian farmers to take out loans and buy the genetically modified cotton seed. On a macro level, Bt cotton has been a success in India. [...] But on a micro level, when examined from farm to farm, Monsanto’s technology has clearly offered mixed results. [...] the crop requires more water than traditional Indian seeds. Affluent farmers with irrigated fields can fully exploit the technology and profit from increased yields, and these farmers are success stories for Monsanto.