A study of medicinal and aromatic plants (MAPs) was conducted from September, 2007 to April, 2008 in different sites of District Chitral, Pakistan. The objectives of the study were to identify alternate livelihood opportunity for the local people and to investigate linkages in the market channel starting from collectors to consumers. Information was collected through semi-structured questionnaire. The survey revealed 60 species of plants with high therapeutic and economic value. These plants were used for the curing of various diseases in traditional system of medicines. The study showed that neither men nor women were aware of the vast array of herbs with medicinal properties that exist in their locality. It was also noted that the trade of MAP is highly uncoordinated and complex, involving many players. Out of 60 MAP, total 13 species of MAPs are collected for sale purposes, which are mostly collected by children and women. The collectors are not properly trained and do not have any marketing skills or access to larger markets and are often not aware of the high market value. As a result, most of collected materials are sold to local middlemen at a very low price.