We are not well-equipped to store and process agricultural produce. This is reflected in the price fluctuation of more than 100 times between the glut season and the lean season as often observed in tomato, onion, and potato. There is a big gap between producer prices and consumer prices. The real challenge lies in organizing the small and marginal farmers for marketing. There are different models for collective marketing by the small and marginal farmers to achieve better access to the market and a sufficient share in the consumer rupee. Small and marginal farmers are trying to diversify into high-value commodities. This is the influence of the demand from the urban consumers and their changed food preferences effected by their increasing incomes.