Small Holder Farmers and the Missing Piece in Business: The agriculture sector contributes only 17% to the GDP while it employs nearly 45% of population (Ministry of Statistics & Programme Implementation, Government of India, 2017). As a result NITI Aayog has recently drawn a plan to double farmers' income in 5 years ending 2022-23. The government has also come up with other initiatives such as soil health card, digital wallet, and smart phone app. Despite all this there is discrepancies between what government aspires to achieve and what is actually being translated in impact on ground.