The agricultural market intelligence project under National Agricultural Higher Education Project of the Indian Council of Agriculture Research is a unique effort to encompass the relationship between milk producers, milk supply chain, organized and unorganized dairy processors, and consumers. It is one of its kind of research where a team of self-motivated researchers has come up together to resolve some key issues related to the agriculture sector under the guidance of the agricultural university.The main aim of this market intelligence project is to increase farmers income by giving them insight into the market and improve the decision-making ability. Along with this, the project also aims to providing farmers with the potential to obtain quantifiable information to continuously measure and monitor farm operations and react accordingly. Farmers who can complement these technologies with suitable operational and commercial practices could see profitability increase significantly.