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, The e-Choupal is a unique web-based initiative of ITC Limited, offering farmers required information, products, and services they need.

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Thereby it significantly reduces transaction costs. Next month, the juggernaut will roll quietly into Maharashtra, capturing around villages. There is a strategic element to this initiative. ITC never bound any farmer to any sort of contract and essentially, made sure that with the information tools at their ee they would decide the best action themselves in a longer run and this would bring about a change which the International Business Division of ITC had dreamed of when they launched this network.

Worth a hill of soyabeans The Economist. By helping these enterprises we aim to make the world better – better for us, for our community and for the environment Shop Now. Media Corner Contact Us.

ITC ABD :: e-Choupal

From toothpaste to tractors, this rural mall has it all Outlook. Jump to Sub Navigation. 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. The creation of extensive green cover as well as improvement of soil health also positively impacts the environment.

The aggregation of demand for farm inputs from individual farmers gives them access to high quality inputs from established and reputed manufacturers at fair prices. Recognising the potential of this sector to provide sustainable livelihood opportunities, ITC launched the Livestock Development Programme, which genetically upgrades low-yielding indigenous stock through artificial insemination to produce cross-bred progeny with much higher milk yields.

Here, further testing is conducted by trained technicians. 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. The Golden Peacock Innovation Award The eChoupal experiment has the potential to transform the farm sector The Times of India. The company will be planting million saplings on these wastelands, generating additional jobs that will benefit at xhoupal 1.


Indeed, tens of millions of Indian farmers choupall suffering. Under the programme, Cattle Development Centres CDC have been established till date, covering more than 10, villages and resulting in over 15 lakh artificial inseminations.

For Kishore, the results are evident.

Appreciating the imperative of intermediaries in the Indian context, ‘e-Choupal’ leverages Information Technology to virtually cluster all the value chain participants, delivering the same benefits as vertical integration does in mature agricultural economies like the USA. In Narsingkheda village of Madhya Pradesh, however, a farmer chkupal found an avenue to overcome these struggles.

Today, Singh attends sessions at the Choupal Pradarshan Khet, which offers further training on the latest farming techniques. HBR Case Study 2.

The sanchalak bears some operating cost but in return earns a service fee for the e-transactions done through his e-Choupal. This diversification allows him to sell his crop at an opportune time, unlike earlier in the man dis, where he had no direct access to market information or alternative sources of income, and was thus unable to igc price trends. Please visit our sites: The aim was to essentially create a more direct, a more influencing impact upon the production capacities and capabilities of the farmers in the long run which would help farmers as well the company in the long run.

Online access enables farmers to obtain information on mandi prices, and good farming practices, and to place orders choupwl agricultural inputs like seeds and fertilizers. The biggest challenge and barrier was cyoupal make people familiar with the concept of internet and World Wide Ic, which then itself was in the nascent stages of development. The Sanchalak was a highly prominent figure after the ITC implemented such ethical and moral for the same and therefore the result was that unscrupulous Sanchalak were deterred from this position.

The farmers do not pay for the information and knowledge they get from e-Choupals; the principle is to inform, empower and compete. ITC plans personalised crop management services via e-Choupal 3. Further, the platform can also f used to charge rich farmers for the information that they have received.

The Sanchalak was very important choupl in the entire process. The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, choual infrastructure and the involvement of numerous intermediaries, among others. Global award for ITC’s e-choupal Business-standard. Everything changed for Singh in when the diversified conglomerate ITC introduced an e-Choupal to his village.


With a steady rise in income, Singh has bought his own tractor, a mechanised plough, seed drill and two threshing machines, one of which he leases. ITC’s Agri Business Division, one of India’s largest exporters of agricultural commodities, has conceived e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis.

As part of this revolutionary initiative, it took the concept of choupal one step further, which traditionally meant meeting of farmers in an open space to discuss ideas and knowledge, and, instead, installed computer with internet connectivity through satellite technology and solar power in such meeting points in every village in Madhya Pradesh, a central state in India, and connected every village in this way which famously came to be known as e- choupal centers.

The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers. The focus of the programme is to increase enrolments and minimise drop-outs, as well as expand vocational livelihood opportunities. Jump to Main Navigation.

To the uninitiated, an ITC e-Choupal is an internet kiosk in the home of a fellow villager. The system saves procurement costs for ITC Limited. They are generally located within walking distance or a 5-km radius.

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

Collapse All Expand All. Singh, for example, chooupal 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. ITC to set up a shopping complex at Ujjain Business-standard. Help Center Find new research papers in: A total of over 4. Now check out the e-choupal business: Please help improve it or discuss these issues cchoupal the talk page.

Farmers can get real-time information despite their physical distance from the mandis.

An innovative model embedded with social goals, the ITC e-Choupal empowers farmers and hopes to trigger higher productivity and income through a host of services related to know-how, best practices, timely and relevant weather information, a transparent discovery of prices, access to quality agri-inputs at competitive prices and so on.