This case study showcases alcoholic beverages company, SABMiller, which joined the Business Call to Action with an initiative to develop and improve local supply chains for barley, a key ingredient for the company’s products, in Rajasthan, India. It outlines the company's goals which include establishing centres throughout key barley-growing regions to provide farmers with certified seeds, agricultural skills training, and technical assistance; and it outlines how the business model works; the business and development impacts to date; and the key success factors.