The purpose of this research is to investigate the value chain and marketing channel of wood furniture in district Chiniot, Punjab, Pakistan. The study adopted qualitative methods to achieve its objectives. Thematic analysis was used, in which 20 key informant interviews and five focus group discussions were conducted. The key informants were selected randomly at five stages of furniture manufacturing and marketing process. These stages were wood cutter, furniture manufacturer, middleman, seller and buyers. The data was collected through unstructured personal interviews at each stage and at their premises. The furniture industry of Chiniot has the greater economic potential. The results of the study concluded, about government led market reforms and the technical skill of local manufacturers. These both are the most relevant factors, in a reciprocal relationship. The former includes labor union, market union, large and easy funding, continue power supply, appropriate check &balance and as well as advertisement. Utilizing new affordable appropriate technology, skill and involving the local communities will further strengthen this industry. Presently, they are restricted to limited furniture designs and styles. New paces of technical training and innovation will further boost the local industry. Supervisor:- Dr. Usman Mustafa