important initiative taken-up by several voluntary organisation is in building awareness among the consumer groups in the efforts to directly link the producer and consumer. The markets play a vital role in making traditional farming economically feasible for small and marginal farmers. In order to make a case for Millets and raise the demand from the consumers, establishing a link between the health and consumption of traditional food-grains produced organically by traditional farmers in underway. These initiatives not only set-up a relationship between the farmers and the urban consumers, but also encourages farmers to produce local food crops and provide wholesome grains to urban consumers at prices which are mutually agreeable. The initiatives of Timbaktu collective and DDS initiatives are commendable in this regards.