Sukhi Baliraja, which loosely translates as ‘happy farmer’, has been operational for more than 10 years in Vidarbha and the principal ingredients in the intervention are the promotion of sustainable agriculture, soil, and water conservation, the marketing of farm produce, enabling small-scale poultry and dairy enterprises, and providing psychological counselling and care for farmers. Designing and branding Sukhi Baliraja became a challenge for us because of the mindset of farmers to the tendency of people buying the product.