This chapter deals with the economics, marketing, and value chain enhancement with regards to Kithul (Caryota urens). It begins with the fundamentals of a value chain with due emphasis on agricultural value chains. The economic contribution of Kithul in the forms of jaggary, treacle, flour, and toddy were highlighted based on a filed survey. The Kithul value chain (KVC) structure consisting of farmers, collectors/traders, processors, exporters, wholesalers, retailers, and consumers were analyzed from physical, financial, infrastructure and relational perspectives. The influence of the external environment, both micro and macro within which value chains operate was also assessed. The biophysical environment and geographical distribution of Kithul with the coverage in wet and intermediate zone, commonly found in 15 districts of Sri Lanka, were explored in detail. Value chain mapping related to Kithul with all actors involved in the process, their interactions, power relations and the gender division of the labour along the chain were discussed. Due emphasis has been paid to upstream (growers and tappers etc.) and downstream (wholesalers and retailers) of the KVC in identifying current practices and associated challenges in order to ensure sustainable competitive advantage. With clarity on the nature of products demanded by local, regional & international markets and consumer segmentation, the chapter concludes that the building of investment capacity on factor inputs, services, and research to meet the requirements of the prospective markets is required to secure the entry routes with a long-term view of building a sustained competitive advantage.