This case study looks at the attempt of Kirana Megatara – the largest producer of crumb rubber in Indonesia – in increasing the sustainability of rubber value chains. While the case study showcases certain good practices, it explores in particular the factors that hinder achieving positive impact at scale. This case study delivers important lessons about the centrality of (1) commercial incentives, (2) the alignment of stakeholders’ definitions of success and (3) understanding the value-adding functions in existing markets to the success of scalable and inclusive value chain projects.