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Of the wheat grown in North-West India the majority is consumed as traditional Indian flat bread (chapatti). Chapatti quality is important to consumers and people are willing to pay more for better quality wheat flour, but farmers do not specifically target quality outcomes as the majority of their wheat is sold with no segregation. For farmers the main objective is to harvest maximum yields, but in the last decade productivity growth for wheat yields has slowed in the areas where the wheat is grown in a double cropping pattern. Nutrient depletion and temperature-related stress are possible causes for this decline in productivity growth. Farmers meanwhile are looking to opportunities to maintain profitability and, with consumers willing to pay a higher price for better chapatti wheat, an opportunity exists for farmers to manage their wheat to improve both the yield as well as quality of wheat. In this paper we evaluate …