Beginning in , ITC set up a network of ICT kiosks around the country, called e-Choupal (an open meeting place in a village). IT for Change Case Study. ITC has a diversified presence in Cigarettes, Hotels, Paperboards of rural value systems that not a single case of theft, misappropriation. The ITC e-Choupal Initiative Case Analysis by Group 7 Jigeesha Nayyar | KC Siddharth | 03? Kunjal Kaw | Mohit Sadhwani | Naman Misra |

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The agricultural system has also traditionally been unfair to primary producers.

ITC edhoupal plans to saturate the sector in which it works with e-Choupals, such that a farmer has to travel no more than five kilometers to reach one. The effort placed computers with Internet access in rural farming villages.

Web-enabled real time data on crop prices provide the farmer with the market prices for their produce.

How do we know when we achieve our goals? The company expects each e-Choupal to serve about 10 villages within a five-kilometer radius. Sustainability through mutual respect The e-Choupal model czse shown that a large corporation can combine a social mission and an ambitious commercial venture; that it can play a major role in rationalising markets and increasing the efficiency of an agricultural system, and do so in ways that benefit farmers and rural communities as well as company shareholders.

Its International Business Division was created in for trading in agricultural commodities. ITC also uses e-Choupal as a medium to advertise consumer products.


The business model The model is centered on a network of e-Choupals that serve both as a social gathering place for exchange of information and an e-commerce hub. Privacy Policy Designed by Smitinfotech. Because of the Green Revolution, India’s agricultural productivity has improved to the point that it is both self-sufficient and a net exporter of a variety of food grains.

The e-Choupal also provides other information to the farmer, including crop-prices, weather and knowledge on scientific farming techniques.

By providing information on weather and scientific farming methods, and the supply of high quality farm inputs, ITC enabled the farmers to improve their efficiency and quality of their output.

The causes include remnants of scarcity-era regulation and an agricultural system based on small, inefficient landholdings. The sustainability of the engagement comes from the idea that neither the corporate nor social agendas will be subordinated in favor of the other. Bythe opening up of the Indian market had brought in international competition.

ITC’s example also shows the key role of information technology – in this case provided and maintained by a corporation, but used by local farmers – in helping to bring about transparency, to increase access to information, and to catalyse rural transformation, ihc enabling efficiencies and low cost distribution that make the system profitable and sustainable.

It is noteworthy that ITC did not hesitate to install expensive IT infrastructure in places where most people would be wary of visiting overnight.

Case Studies

The ic are operated by a sanchalak operatorwho also doubles up as an ITC salesman. Agriculture is vital to India. Today its network reaches more than a million farmers. 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. Jump to Main Navigation.


Case Studies – ITC eChoupal

One of India’s foremost private sector companies, which has a diversified presence in tobacco, hotels, paperboards, specialty papers, packaging, agri-business, branded apparel, packaged foods and other fast moving consumer goods, initiated e-choupal in The e-choupals serve as both a tsudy gathering place for exchange of information choupal means gathering place in Hindi and an e-commerce hub.

E-choupal has also established a low-cost fulfillment system focused on the needs of rural India that has helped in mitigating rural isolation, create more stud for farmers, and improve their productivity and incomes.

Select Year Back to Press Reports. How do we know it is effective?

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

Copyright The DeSai Group. In the Mandi, the following operational process was followed: The intermediaries were not removed from casw value-chain, instead they were made as samyojaks coordinators who assist ITC in setting up new e-choupals.

In the mandi system, delivery, pricing, and sales happen simultaneously, thus binding the farmer to an agent. Archives Select Year Farmers using e-Choupal on an average receive 2.