Promoted by the Self Employed Women's Association (SEWA), Rudi Multi Trading Company Limited was established in 2004 with the twin objectives of facilitating a linkage between poor rural farmers and rural consumers, and promoting internal generation of funds in villages. The company worked to unite two parties, small and medium farmers who were scattered and whose produce did not fetch them the deserved market price and rural consumers, who were deprived of better quality products owing to the intermediaries who charged hefty margins, making products costlier for them. The top management of the company aimed at increasing its sales volumes, expanding presence across different markets in India. The case discusses the business model of the company and the challenges and opportunities before it.