Sugarcane is the most important cash crop in Pakistan; however, yield ha-1 is low. The present study was started to investigate in the year 2012 in order to examine the role of extension services in promoting sugarcane production, analyze the existing techniques of extension services, identify the main factors responsible for un-satisfactory performance of extension services of sugarcane production and finally compare the present yield against high yielding varieties. Two districts: Mardan and Charsadda (famous and most important sugarcane growing areas of Khyber Pakhtunkhwa) were purposively selected as sample frame locations for this research. Multi-stage sampling methods were used to collect data from 336 sugarcane growers through pre-tested interview schedule. T-test and chi-square test were conducted to treat multivariate variables. The study concentrated on the views of share croppers, owner cultivator, owner–cum tenant and tenant farmers keeping in view their landholding factors. Majority (80 %) of the farmers was illiterate and depended on fellow farmers for information on new technologies of sugarcane. The information was not only primitive but also scientifically un-recommended. Because of high rates of illiteracy, the farmers could not be benefitted from the new information on sugarcane technologies disseminated by electronic and print media. Consequently the sugarcane yield remained low and could not increase. The sugarcane growers could not get the modern technological information on sugarcane from the Extension Department for a number of reasons: the limited visits by the extension workers to the sugarcane growers’ fields (may be because of insufficient staff, lack of transport facilities and absence of check and balance system) as majority of farmers were still growing the outdated varieties. The Agriculture Extension Department was also responsible for non-provision of HYV of sugarcane, information on IPM, weed control, recommended doses and use of recommended insecticides and pesticides of sugarcane crop. The major problems faced by sugarcane growers were shortage of irrigation water (canals and tube wells), lack of well-organized water management systems, exploitation of sugar mills and input unavailability (such as chemicals and machineries at the right time). The farmers still use the outdated chemicals such as Regind, Millathian and Puradan. It is recommended that required inputs may be made available in the local market at reasonable prices when needed by the farmers. An improved sugarcane package may be developed by the Agricultural Extension Department and not only publicize it but also distribute the package to the farmers on their doorsteps in the form of literature to guide them in a perfect sense by using important methods during demonstration sessions. Subsidy on inputs and prices of Agricultural Machinery may be provided to the farming community rather than exploiting under the umbrella of Government supervision.