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, e-Choupal is an India-based business initiative by ITC Limited that links rural farmers with internet access to inform and empower them, improving both the.

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ITC plans personalised crop management services via e-Choupal 3.

ITC is the first Indian company and the second in the world to win this prestigious award. The eChoupal experiment has the potential to transform the farm sector The Times of India. This article needs to be updated.

In Narsingkheda village of Madhya Pradesh, however, a farmer has found an avenue to overcome these struggles. These particularly small enterprises lack e-choupwl to markets and hence do not have predictable income and growth. While the farmers benefit through enhanced farm productivity and higher farm gate prices, ITC benefits from the lower net cost of procurement despite offering better prices to the farmer having eliminated costs in the supply chain that do not f-choupal value.

Yet the farmers are free to sell to anybody and are not tied down to ITC with any written contracts. ITC e-Choupal’s achievements have been well documented as case studies in premier institutions like the Harvard Business School, references in World Bank reports and in eminent publications like The Economist. 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.

However, in most cases, milk yields are low due to poor quality stock. Views Read Edit View history. Expand all Collapse all.

From toothpaste to tractors, this rural mall has it all Outlook. Yet it is besieged by myriad challenges. 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 e-hcoupal markets and services from the e-Choupal in his village.


There is a strategic element to this initiative. As a direct marketing channel, virtually linked to the ‘mandi’ system for price discovery, ‘e-Choupal’ eliminates wasteful intermediation e-dhoupal multiple handling. The Development Gateway Award previously known as the Petersberg Prize tic the trailblazing e-Choupal initiative.

Here, further testing is conducted by trained technicians. ITC Limited has provided computers and Internet access in rural areas across several agricultural regions of the country, where the farmers can directly negotiate the sale of their produce with ITC Limited.

Recognising the importance of irrigation in supporting agriculture, ITC launched its Integrated Watershed Development initiative to create freshwater potential in water-stressed areas.

The it saves procurement costs for ITC Limited.

ITC e-Choupal eco-system

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. Such a market-led business e-chouppal can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity.

Now, e-choupal goes pay-to-use Hindustan Times. This system also gives the company traceability of its key agri-inputs for manufacturing its popular brand of consumer food products. This endeavour also includes the Swasthya Choupal initiative that focuses on enhancing awareness on maternal and child care through a network of Village Health Champions.

Jump to Sub Navigation. The computer is housed in the sanchalak’s house and is linked to the Internet via phone lines or by a VSAT connection. For Kishore, the results are evident. The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers. These middlemen make up for the lack of infrastructure and fulfill critical jobs like cash disbursement, quantity aggregation and transportation.

ITC e-Choupal eco-system The ITC e-Choupal initiative is a powerful illustration of a unique and innovative model that delivers significant e-choupwl value by co-creating rural markets with local communities. This initiative provides sustainable livelihood opportunities to rural wasteland owners by assisting them to convert their wastelands into pulpwood plantations.

By helping these enterprises we aim to make the world better – better for us, for our community and for the environment. Products like clay water bottles, sustainable bamboo products, wallets from used tyres and so on. Recognising the potential of this sector e-choupa 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.


If he decides to sell to the ITC hub, the Sanchalak gives him a note which includes his name, village, particulars of the quality assessment, approximate quantity e-choupl conditional price. 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. Today, Singh attends sessions at the Choupal Pradarshan Khet, which offers further training on the latest farming techniques.

Technicians are trained to provide an integrated package consisting of artificial insemination, cattle health and nutrition, pregnancy and post-natal services right at the farmer’s doorstep. Healthcare delivery in Rural India. Give them empowerment first The Hindu Business Line.

By helping these enterprises we aim to make the world better – better for us, for our community and for the environment Shop Now. The ITC e-Choupal initiative has emerged as an efficient two-way channel for a variety of goods and services, raising farm incomes and making farming more profitable.

Also, these farmers now have better access to other markets, besides the organized mandis mandated by governments, and quality inputs, resulting in higher yields. Several alternative and innovative solutions – some of them expensive – are being deployed to overcome these challenges e.

This article has been written in partnership with ITC Limited.

ITC e-Choupal eco-system

The services are customised to meet local conditions, ensure timely availability of farm inputs including credit, and provide a cluster of farmer schools for capturing indigenous knowledge.

Please help improve it or discuss these issues on the talk page. As a market-led business model, ITC e-Choupal has enhanced the competitiveness of Indian agriculture and triggered a virtuous cycle of higher productivity, higher incomes and enlarged capacity for farmer risk management, larger investments and higher quality and productivity.

Call of the Countryside India Today. Collapse All Expand All. By using this site, you agree it the Terms of Use and Privacy Policy. Another path-breaking initiative – the ‘Choupal Pradarshan Khet’brings the benefits of agricultural best practices to small and marginal farmers.