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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To the uninitiated, an ITC e-Choupal is an internet kiosk in the home of a fellow villager. It makes use of the physical transmission capabilities of choupl intermediaries — aggregation, logistics, counter-party risk and bridge financing — while dis-intermediating them from the chain of information flow and market signals.

Here, further testing is conducted by trained technicians. The resources and choice of the farmers have been widened and they have been exposed to banking and other facilities through the e- choupal network. This value chain created can serve as tool for the ITC and other players to penetrate and affect the rural market more effectively.

It is also the most vulnerable to the vagaries of nature and the threat of climate change. They are generally located within walking distance or a 5-km radius.

The e-choupals, as ITC calls its computer kiosks, have already captured the hearts of farmers in wide swathes of India. The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers. The data base could be sold by the ITC for money increasing their revenue to research institutions studying the agricultural sectors.

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. From toothpaste to tractors, this rural itd has it all Outlook. They see the ‘e-Choupal’ as the new age cooperative for all practical purposes. Also, these farmers now have better access to other markets, besides the organized mandis mandated cjoupal governments, and quality inputs, resulting in higher yields.


The web site was created to be a tool to assist the farmers and used by the farmers in coupal efforts to understand and decide and deliberate the best mechanism to pursue, which for them whom to sell the produce to. There were severe lack of adequate telephone exchange in place and the rural areas were also frequently inhabited by electricity outage.

Another path-breaking initiative – the ‘Choupal Pradarshan Khet’brings the benefits of agricultural best practices to small and marginal farmers. How innovation really works Business Today. 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 exploit price trends. Choupa, to Top Navigation.

The programme provides soil and moisture conservation to around 2,00, hectares of land. ITC is no stranger to rural India: The enhancement of rural incomes has also unleashed the latent demand for industrial goods, necessary for the continued growth of the Indian economy.

The warehouse hub is managed by the jtc traditional middle-men, now called samyojaks, but with no exploitative power due to the reorganisation. It has empowered the community in creating a resource mechanism that has given farmers necessary understanding that market led business model can have the positive impact upon the output and their efficiency. The Golden Peacock Innovation Award Within 10 years, ITC will have become self-sufficient in raw materials for its paperboard business.

ITC e-choupal on awards shortlist Business-standard.

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

Healthcare delivery in Rural India. Website optimised for IE 7. The information given by the farmers could be studied and analyzed by experts and this would help both the parties in that the revenues for the company would grow and farmers would benefit with the experts suggesting even customized solution to their farming issues.

After many miles and many states, Mr Deveshwar can confidently tell his shareholders: The channel was also perceived to be use as a route for directing services in the form of FMCG, banking, insurance for farmers and creating a sort of an information pool among the farmers which would ultimately be able to integrate rural areas into large corporate markets, which would go a long way in improving the earnings, and as well as the quantity and quality of consumption in the rural areas.


The biggest challenge and barrier was to make people familiar with the concept of internet and World Wide Web, which then itself was in the nascent stages of development.

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

Roshni Neggehalli, Deepa Shankaran. He was appointed to serve as a link between e-choupal centers and chopual other surrounding villages in the vicinity of the main village in which the e- choupal centre was based.

Under the programme, Cattle Development Ic CDC have been established till date, covering more than 10, villages and resulting in over 15 lakh artificial inseminations.

Retrieved from ” https: 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. ITC e-Choupal unshackles the potential of the Indian farmer, who has been trapped in a vicious cycle of low risk-taking ability – low investment – low productivity – weak market orientation – low value addition – low margin – low risk taking ability.

This initiative, which has covered over 64, hectares, has a multiplier impact and reaches out to around 70, farmers. This article has been written in partnership with ITC Limited. 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.