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

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. Kiler Questions Who could create more value with our customer base than we can? If stud farmer finds the quote attractive, he can take the produce to an ITC collection centre and receive payment sutdy two hours.

Farmers are under no compulsion to sell to the company and can choose to sell their produce elsewhere. The initiative enabled farmers to sell their produce more conveniently and at much sudy prices. However, inthis very group of illiterate and ignorant farmers could be seen conducting e-commerce transactions with great ease. The programme seeks to increase their economic and competitive capacity and support wider agricultural communities.

The go-to online location for news and insight on the circular economy and related subjects. The e-Choupals are operated by a sanchalak operatorwho also doubles up as an ITC salesman.

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

Get the best viral stories straight into your inbox before everyone else! In its next phase — the ITC e-Choupal 4. Pricing information positions farmers to exploit trends and time their sales to get the best price. Kalundborg Symbiosis Effective industrial symbiosis.

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Copyright The DeSai Group. Yet the farmers are free to sell to anybody and are not tied down to ITC with any written contracts. There are direct advantages for ITC too. Our work Approach Activities Regions. Increased profits all round Farmers are already reporting the benefits from using e-Choupal.

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 gains as intermediaries are removed, and transportation costs decrease. These are areas in which e-Choupal is already having a significant impact.

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. See related case studies.

The very mention of such initiatives conjures up an image of organizations with sophisticated information technology IT infrastructure and an IT-savvy workforce.

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.

This also provided indirect benefits to xase company reducing the risk in several areas of the chooupal chain eChoupal also provided ITC with an effective marketing vehicle. 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. Includes an advisory and knowledge exchange function to help farmer’s manage risks. This can be exchanged for other ITC products.

Singh, for example, prefers to sell his wares to the company at the Cse Saagar, an ITC-supported hub that doubles up as a procurement and warehousing chooupal, besides a market for inputs like seeds and fertilizer. Farmers are already reporting the benefits from using e-Choupal.


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.

This article has been written in partnership with ITC Limited. What if we could redesign everything?

Circular economy Our story Our work Resources News. 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.

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

By helping these enterprises we aim to make the world better – better for us, for our community and for the environment. The Plant Synergistic food production space. This system also gives the company traceability of its key agri-inputs for manufacturing its popular brand of consumer food products. Discover our other sites An action-oriented set of methods, mindsets and thought starters to help innovators design circular solutions that are fit for the future.

Starting with just choual e-choupals in JuneITC had managed to establish 1, e-choupal stusy in approximately 6, villages in India by December Thus, it would perhaps be rather difficult to think of poor, illiterate farmers in the remote, dusty villages of Shudy making e-business a part of their daily lives.