Abstract: Centre for Collective Development (CCD) and Farmveda aim to facilitate the sustainable livelihood of small and marginal farmers in India, by establishing cooperatives and selling the farmers’ produces as the finished products in the market. Guided by the visionary leader Prof Sastry, CCD and its brand Farmveda have taken several steps in uplifting the living of the small and marginal farmers in India. However, Farmveda is at a crossroad today. On one hand, the company needs to establish brand credibility and capture considerable market share. On the other hand, the company needs to continue its primary role as a facilitator in developing a business model for the farmers. Without compromising on the philosophy of the founders, Farmveda needs to pay attention to innovative product development and branding. Based on secondary data and personal interviews, authors propose that CCD need to use the long-standing goodwill and Farmveda brand needs to be presented more professionally in the market. Keywords: sustainable livelihood, small and marginal farmers, NGO, pool and sell, market link. JEL Classification Number: L31, Q10, Q02