This study has analyzed the challenges that small- and medium-scale farmers located in the catchment of the river Narmada between Omkareshwar and Maheshwar Dams (NLRP project area) face when they try to move from a traditional farming system into an organic system. This study has also analyzed  the challenges that farmers face during the initial stage under an organic production system. The study includes an assessment of the issues faced by retailers in order to provide direction for possible strategies to improve the current situation of the value chain in Indore and nearby markets.