Case study on ITC e-Choupal. 1. What is the innovation of the e-Choupal? e- Choupals provides the use of internet to connect different farmers with large firms . This case study is part of a research project that sought to analyse how different telecentre models approach development on the ground, proceeding to. ITC’s e-Choupal: A case study on. Rural Marketing Initiative. Management Case. Prof. Rajesh Panda. Deputy Director, Associate Professor, SIBM, Pune. E-mail.

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Access points are located in physical stores allowing agricultural inputs and technology to be traded. Includes an advisory and knowledge exchange function to help farmer’s manage risks.

Through its e-Choupal initiative, the firm also runs women empowerment programmes particularly focusing on Ultra Poor Women, which enables development of entrepreneurial skills, besides income generation.

How ITC e-Choupal Connects Corporate Giants, Farmers & Consumers

A huge proportion of the farmers in the country are illiterate and most of them are not even aware of the existence of computers, let alone the Internet and e-business. This article has been written in partnership with ITC Limited. What started initially as a way to modify the procurement process for crops like soy, and wheat, has now turned into a lucrative distribution and product development channel for ITC.

This large-scale intervention in water stewardship covers 45 districts across 12 states and has brought the area under watershed to over 8,36, acres through more than 10, water harvesting structures. Get the best viral stories straight into your inbox before everyone else! Chat with us Please leave your feedback. Publications Case Studies News.

A farmer can visit the kiosk and show a sample of his produce to the sanchalak, who gives him a quote. The e-Choupals are operated by a sanchalak operatorwho also doubles up as an ITC salesman. Management gurus and companies in India as well as other parts of the world appreciated ITC’s efforts to successfully carry out this initiative, which was being seen by many as an example of the role big corporations could play in filling up the institutional gaps by making use of IT.

Trading is supported with farm inputs and outputs available to purchase. For longform case study: By helping these enterprises we aim to make the world better – better for us, for our community and for the environment. The evolved model will cater to the new generation of agri- entrepreneurs and agrarian start-ups dealing with a wide array of services from hyper-local weather forecasts to support systems for precision agriculture; from sensors for smart irrigation to drones for crop-health monitoring; from image processing for disease recognition to predictive analytics for epidemic management; from next-gen farm management to online consumer outreach directly.


Data on acreage and yield between -shows that profits of farmers accessing the e-Choupal platform almost tripled.

Infour million farmers used the service via 6, e-Choupal access points spread over 40, villages in 11 states. However, inthis very group of illiterate and ignorant farmers could be seen conducting e-commerce transactions with great ease. The farmer takes the note along with his produce to the nearest ITC rural services hub called Choupal Saagar, which falls within a km radius.

ITC also uses e-Choupal as a medium to advertise consumer products.

The ITC e-Choupal Initiative Case Analysis by Group 7 | Raghav Singla –

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Upon accessing e-Choupal, Indian farmers have an unprecedented volume and range of resources at their fingertips. Here, further testing is conducted by trained technicians. The initiative enabled farmers to sell their produce more conveniently and at much better prices.

For Kishore, the results are evident. These particularly small enterprises lack access to markets and hence do not have predictable income and growth 3. There are direct advantages for ITC too. Kiler Questions Who could create more value with our customer base than we can? They also handle the physical transportation of the goods and earn a commission on it.

Indeed, tens of millions of Indian choupql are suffering. Web-enabled real time data on crop prices provide the farmer with the market prices for their produce. A typical village in India may not have even the basic amenities such as electricity, telephones and transport facilities.

Yet it is besieged by myriad challenges. By operating across the agri-value chain, ITC is able to source raw materials directly from farmers, thereby ensuring safe and quality food products for its FMCG consumers.

What Connects a Corporate Giant, Farmers and We the Consumer? Meet ITC e-Choupal

Privacy Policy Designed by Smitinfotech. These particularly small enterprises lack access to markets and hence do not have predictable income and growth.


The concept of eChoupal was introduced in June as an initiative to improve the supply chain by linking directly with farmers for procurement. By providing information on cas and scientific farming choupak, and the supply of high quality farm inputs, ITC enabled the farmers to improve their efficiency and quality of their output. Increased profits all round Farmers are already reporting the benefits from using e-Choupal.

Our work Approach Activities Cyoupal. The credit, according to Singh, goes to higher quality seeds, inputs and farming methods he has been able to adapt with access to timely information on weather conductions, prices across different local markets and services from the e-Choupal in his village.

The online festival of ideas that asks: These are areas in which e-Choupal is already having a significant impact. This initiative has enabled farmers to make better choices and offered insights on better farm practices.

Also, these farmers now have better access to other markets, besides the organized mandis mandated by governments, and quality inputs, resulting in higher yields.

What makes it even smarter? Singh, for w, prefers to sell his wares to the company at the Choupal Saagar, an ITC-supported hub that doubles up as a procurement and warehousing centre, besides a market for inputs like seeds and fertilizer. Farmers are under no compulsion to sell to the company and can choose to sell their produce elsewhere.

Today, Casr attends sessions at the Choupal Pradarshan Khet, which offers w training on the latest farming techniques. A Quiet Digital Revolution In the technologically advanced global business environment of the 21st century, e-business and e-commerce initiatives have become quite popular. This also provided indirect benefits to the company reducing the risk in several areas of the supply chain eChoupal also provided ITC with an effective marketing vehicle.

Case Study Volumes Collection. For example, up-to-date market information, including demand data, which can help address the mismatch of supply and demand that often forces farmers to discard parts of their produce.

The intermediaries were not removed from the value-chain, instead they were made as samyojaks coordinators who assist ITC in setting up new e-choupals.

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