Abstract: In recent years the demand for medicinal and aromatic plants has been grown rapidly because of accelerated local, national and international interest on herbal products. Due to continued unsustainable collection and increasing market demand, numerous plant species are on verge of the extinction. High risks, transaction costs and lack of trust among chain outworker prevent producers from taking up cultivation of medicinal plants. Present study explained the steps followed by the "ANKUR" a non government organisation (NGO), which played a key role in coordinating and mobilizing the Government Department and other Institutions in the Chamoli District to help privileged farmers link up with reliable markets for raw material and market high-value medicinal and aromatic plants (MAPs). Picrorhiza kurrooa Royle ex Benth. and Saussurea costus L., the high value medicinal plants, was the focus of the case study. As a result of such activity, the farmers substantially interested in promotion and cultivation of these MAPs, and hence, improving their livelihood. Therefore, this case study is a step-by-step explanation how this NGO helped farmers to overcome these constraints and how the supply chain for P. kurrooa and S. costus were established in the Ghat block of the District Chamoli, Uttarakhand
