One of the biggest shortcomings of Indian farming scenario is the lack of effective marketing of harvested produce. In fact this in- effectiveness is closely linked to lack of supply chain infrastructure. The supply chain involving vegetables is very sensitive in terms of quality, price and season. Lack of cold storage has accentuated the problems. KJPCL realized the importance of cold structure in marketing of vegetables at a very early stage. As a result of which it has come up with its own captive 100ton capacity cold storage at Fategarh GP of the block. Similarly Khandapada block is known for high quality black and green gram which have been cultivated since years. So KJPCL has put up a small 1 TPD capacity pulse and gram mill so that it can add the necessary value addition to the efforts of its producers and which would result in additional surpluses. Lack of labor is increasingly affecting the productivity of Indian agriculture. In order to obviate this problem KJPCL has been running an agro service center in collaboration with TATA Trust where an assorted verity of agri-equipment is rented out to agri-producers to help them in addressing the issue mentioned above. So Krushi Jeevika has basically connected the dots of supply chain dynamics involving its business model and increased the effective ness of ‘Farmer Basket‘ brand.