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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For the year to March 31,ITC reported a net profit of Rs 1, crore on gross turnover of Rs 11, crore, with cigarettes still accounting for over 80 per cent of profits and sales.

However, the farmers learned quickly the methods and tools of the facilities and training organized was a big hit among the farmers.

ITC to set up a shopping complex at Ujjain Business-standard. And the effort of identifying poor tribals, organising them into self-supporting forest user groups and training them to follow the best practices for growing high-quality timber as a cash crop, while also rearing other species for their own domestic, fodder, fuel and nutrition requirements. 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 August All Wikipedia articles in need of updating Articles with multiple maintenance issues.

The Model in Action: Launched in June’e-Choupal’, has already become the largest initiative among all Internet-based interventions in rural India. Around 10 million villagers, with none of the hassles of door-to-door chou;al and bullock cart rides.

E-Choupal – Wikipedia

This value chain created can serve as tool for cohupal ITC and other players to penetrate and affect the rural market more effectively. Several alternative and innovative solutions – some of them expensive – are being deployed to overcome these challenges e. 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 Sanchalak was subjected to take an oath that he would uphold the high standards and will not indulge in wrongful activities and would maintain the ethics, moral responsibility, image that ITC has created through choupla website.


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

Sluggish reforms hit e-choupal expansion: ITC also enables families to form co-operatives to market their milk. The aggregation of the demand for farm inputs from individual farmers gives them access to high quality inputs from established and reputed manufacturers at fair prices. Press Report Back to Press Reports. 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.

It can increase knowledge and also greatly increase their appreciativeness of the computer.

ITC has set up over 6, water harvesting structures to date. These particularly small enterprises lack access to markets and hence do not have predictable income and growth 3. Jump to Main Navigation. 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.

There were severe lack of adequate telephone exchange in place and the rural areas were also frequently inhabited by electricity outage.

By using this site, you agree to the Terms of Use and Privacy Policy. The programme provides soil and moisture conservation to around 2,00, hectares of land. The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers. The Development Gateway Award previously known as the Petersberg Prize for the trailblazing e-Choupal initiative.

The Golden Peacock Innovation Award 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. Website optimised for IE 7. Website optimised for IE 7. The sanchalak bears some operating cost but in return earns a service fee for the e-transactions done through his e-Choupal. ITC e-Choupal leverages Information Technology to virtually cluster all value chain participants and deliver the same benefits that vertical integration does in mature agricultural economies, like the USA.

Power back-up through batteries charged by Solar panels, upgrading BSNL exchanges with RNS kits, installation of VSAT equipment, Mobile Choupals, local caching of static content on website to stream in the dynamic content more efficiently, 24×7 cnoupal etc.


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The ITC e-Choupal initiative is a powerful example of a business model that delivers largescale societal value by co-creating rural markets with local communities. They are generally located within walking distance or a 5-km radius. Skip to main content. Enter the email address you signed up with and we’ll email you a reset link. Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy.

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

HBR Case Study 1. Help Center Find new research papers in: After a farmer reaps his harvest, he returns the loan to his user group, helping create a village development fund.

Log In Sign Up. 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 fhoupal.

There is a strategic element to this initiative. The e-choupals, as ITC calls its computer kiosks, have already captured the irc of farmers in wide swathes of India. Retrieved from ” https: ITC aims to spend around Rs 1, crore on its rural initiatives in this decade. Yet it is besieged by myriad challenges. ITC plans farm demo plots Business Standard.

The intervention has till date created sustainable livelihoods for over 44, rural women.

Yet the farmers are free to sell to anybody and are not tied down to ITC with any written contracts. It could serve both the company and the farmers. 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.

Healthcare delivery in Rural India.