Improved agricultural technologies such as enhanced crop varieties are increasingly recognized as essential for boosting household incomes and ensuring food security in rural communities. In Uganda, the adoption of improved bean varieties has shown potential to uplift smallholder farmers by providing better yields and access to premium markets. However, to realize these benefits, a clear understanding of market performance and dynamics is crucial. The study made an analysis of the market performance of improved bean varieties for enhancing household’s income in Rukiga District. It was conducted to specifically; determine the market players in improved bean variety sector, determine the market, share and channels for improved bean varieties, compare the costs and returns for marketing improved bean varieties compared to local varieties and examine the challenges associated with value chain of improved bean varieties. Information was gathered from 366 respondents using questionnaire and interviews. The study came up with different market players in improved bean variety sector including input suppliers, farmers, traders and consumers. The market share for improved bean varieties was average with most of the beans being marketed through a farmer to consumer channel. However other channels like farmers to retailers and consumers channel, farmer-wholesaler-retailer-consumer channel and farmer-agent-middlemen-retailer-consumer were also being utilized. The average number of bean sacks marketed is slightly higher for local varieties (25.30 sacks) compared to improved varieties (24.77 sacks). Average marketing cost for improved varieties (159,627.13 shillings) was slightly higher than for local varieties (157,885.49 shillings). However, average total income generated from marketing beans was 5,750,000.23 shillings for local beans and 6192500.01 shillings for improved varieties indicating a substantial revenue difference of 442500 shillings for improved varieties compared to local varieties. Marketing of improved bean varieties was constrained by several factors including price fluctuation, poor road networks, high marketing costs, low supply by producers, competition from local varieties, access to extension service, lack of storage facilities, and poor pre- and post-harvest handling.