Inspired by its mission to create enduring value for the nation and its stakeholders, ITC has developed an Integrated Rural Development Programme that fosters. What Connects a Corporate Giant, Farmers and We the Consumer? Meet ITC e- Choupal. This initiative has enabled farmers from over 40, Close to two decades after its launch, e-Choupal, a well-recognised rural-digital infrastructure network of ITC Ltd, the FMCG, hotels.

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The company said FY consumer spend on the brands from the new FMCG businesses are now close to Rs 14, crore with major brands such as Aashirwad and Sunfeast garnering Rs 3, crore and Rs 3, crore of sales respectively. Technicians are trained to provide an integrated package consisting of artificial insemination, cattle health and nutrition, pregnancy and post-natal services right at the farmer’s doorstep.

The intervention has till date created sustainable livelihoods for over 44, rural women. Get the best viral stories straight into your inbox before everyone else! HBR Case Study 2. Grain revolution The Hindu Business Line. Moving away from desktop-based interface at the village level to a mobile platform based e-Choupal 4. A total of over 4. Jump to Main Navigation. ITC plans farm demo plots Business Standard.

E-Choupals, coupled with flagship agri extension programme – “Choupal Pradarshan Khet”, has been famed for the dissemination of deep understanding of agricultural practices, collaborations with India’s premier research institutes, and a competitive and efficient supply chain that helped ITC deliver immense value across the agricultural value chain.

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. Gold extended its rally for the second consecutive week. The warehouse hub is managed by the same traditional middle-men, now called samyojaks, but with no exploitative power due to the reorganisation.

Moreover, it is also working on onion dehydrates, which it could introduce in the market by the end of this year. Sluggish reforms hit e-choupal expansion: Close to chupal decades after its launch, e-Choupal, a well-recognised rural-digital infrastructure network of ITC Ltd, the FMCG, hotels, agri-business and information technology conglomerate, will take a new avatar as a mobile phone application.


ITC e-Choupal 4.O by mid-2019; shift to mobile platform, handholding of agri-startups key

Backed by intensive research and knowledge, this initiative provides Agri-extension services which are qualitatively superior and involves pro-active handholding of farmers to ensure productivity gains.

It has helped ITC’s agri-business too as it routes ifc procurement needs almost entirely through such networks. ITC has outlined that every few months, it would bring in one more commodity to the market. From toothpaste to tractors, this rural mall has it all Outlook.

The farmers do not pay for the information and knowledge they get from e-Choupals; the principle is to inform, empower and compete. From Wikipedia, the free encyclopedia.

The services are customised to meet local conditions, ensure cyoupal availability of farm inputs including credit, and provide a cluster of farmer schools for capturing indigenous knowledge. With a steady rise in income, Singh has bought his own tractor, a mechanised plough, seed drill and two threshing machines, one of which cyoupal leases. The ITC e-Choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by co-creating rural markets with local communities.

Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity.

The outlook for the stock of Kalpataru Power Transmission chouppal positive.

ITC e-Choupal 4.O by mid; shift to mobile platform, handholding of agri-startups key

If he decides to sell to the ITC hub, the S gives him a note which includes his name, village, particulars of the quality assessment, approximate quantity and conditional price. There is a strategic element to this initiative. A network of village internet kiosks – e-Choupals – enable even small and marginal farmers in rural India, who are de-linked from the formal market, to access real-time weather and price information, and relevant knowledge and services to enhance farm productivity, quality and command better prices – improving their competitiveness and capacity to manage risk.

Global award for ITC’s e-choupal Business-standard. Farmers can get real-time information despite their physical distance from the mandis. These middlemen make up for the lack of infrastructure and fulfill critical jobs like cash disbursement, quantity aggregation and transportation.


The Company received this award for its e-Choupal and social and farm forestry initiatives that are impactfully transforming lives and landscapes in rural India. In the new year, marketers will have to focus on four new essentials. E-Choupal was ITC’s farmer empowerment initiative by providing internet kiosks hcoupal villages.

Articles with topics of unclear notability from June All articles with topics of unclear notability Company articles with topics of unclear notability Wikipedia articles in need of updating from Irc All Wikipedia articles in need of chouoal Articles with multiple maintenance issues. An innovative model embedded with social goals, the ITC e-Choupal empowers farmers and hopes to trigger higher productivity igc income through a host of services related to know-how, best practices, timely and relevant ihc information, a transparent discovery of prices, access to quality agri-inputs at competitive prices and so on.

In fact, ITC’s strength in agri business is the extensive backward linkages it has established with the farmers. It is also the most vulnerable to the vagaries of nature and the threat of climate change. This article has been written in partnership with ITC Limited. Instead of travelling long distances to the nearest mandi, the farmer takes a sample of his produce to the e-Choupal. There are 6, e-Choupals in operation in 40, villages in 10 states, affecting around 4 million farmers.

Very soon it will launch potatoes in fresh under two forms — a low sugar potato and an anti-oxidant rich potato.

ITC has set up over 6, water harvesting structures to date. Since the introduction of e-Choupal services, farmers have seen a rise in their income levels because of a rise in yields, improvement in quality of output, and a fall in transaction costs.

This enthusiastic response from farmers has encouraged ITC to plan for the extension of the ‘e-Choupal’ initiative to altogether 15 states across India over the next few years. The stock surged 3. Online access enables farmers to obtain information on mandi prices, and good farming practices, and to place orders for agricultural inputs like seeds and fertilizers.

Worth a hill of soyabeans The Economist.