Bitter gourd Papiya Super is highly profitable for farmers in southern Bangladesh. Farmers, specially focused on shrimp farming, have brought about dramatic changes in the society as well as to the institutions that govern the local and the regional economy. Farmers of Bagerhat district cultivated bitter gourd Papiya Super - a top leading variety of ACI Seed and found higher return on investment. A case study showed that farmers got their first harvest in 45 days after cultivating 2.5 bigha lands in shrimp farm with 450 bitter gourd plants and got an average yield of 13 MT/acre. The variety gave around 99% marketable yield. Farmers at shrimp farms are now showing increased interest in bitter gourd Papiya Super cultivation.