CASE STUDY ITC E CHOUPAL

There were suspicions by some farmers as to the intent of ITC but with time the farmers appreciated the investment company made in the form of installing technology and ultimately understood the benefits that technology presented their lives with as they could get live quotes at various markets for their produce. The user would pay for the information by experts and would make ITC more responsible, accountable and professional since the information is being bought. 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. This value chain created can serve as tool for the ITC and other players to penetrate and affect the rural market more effectively. The e-Choupals are operated by a sanchalak operator , who also doubles up as an ITC salesman. The web site was created to be a tool to assist the farmers and used by the farmers in their efforts to understand and decide and deliberate the best mechanism to pursue, which for them whom to sell the produce to.

ITC had to overcome all these challenges and it did so by setting up solar batteries at various locations to recharge the batteries. Farmers using e-Choupal on an average receive 2. Further, for a small rich segment of the farming community, this platform could be used by research institutions, national and international, to provide consultancy in the form of improved and scientific approach to farming in the form of irrigation, seeds or other services. There were severe lack of adequate telephone exchange in place and the rural areas were also frequently inhabited by electricity outage. 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.

They could pursue the state governments with this idea. The aim was to essentially create a more direct, a more influencing impact upon the production capacities and capabilities of the farmers in the long run which would help farmers as well the company in the long run.

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 e-Choupal also provides other information to the farmer, including crop-prices, weather and knowledge on scientific farming techniques. There were suspicions by some farmers as to the intent of ITC but with time the farmers appreciated the investment company made in the form of installing technology and ultimately understood the benefits that technology presented their lives with as they could get live quotes at various markets for their produce.

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The web site was created to be a tool to assist the farmers and used by the farmers in their efforts to understand and decide and deliberate the best mechanism to pursue, which for them whom to sell the produce to. It can be used a channel to increase the level of depressed rate of literacy in the rural areas.

He was appointed to serve as a link between e-choupal centers and the other surrounding villages in the vicinity of the main village in which the e- choupal centre was based. This can be exchanged for other ITC products.

(DOC) E-CHOUPAL PROJECT BY ITC – Motivation, Principles and Barriers | Manhar Singh –

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. It was also designed to play the choupxl of a social gathering place, for the exchange of information as well as a place for e-commerce transactions. 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.

Simultaneously, using this value chain to channel and direct other essential interests of the farmers in the form of retail products, banking and information services.

Roshni Neggehalli, Deepa Shankaran. National Printing press, Bengaluru. It can increase knowledge and also greatly increase their appreciativeness of the computer. Skip to main content. ITC also uses e-Choupal as a medium to advertise consumer products.

case study itc e choupal

However, the farmers learned quickly the methods and tools of the facilities s training organized was a big hit among the farmers. How do we know when we achieve our goals? One of the essential barriers for ITC was that the regulatory practices in place then by the Agriculture Produce Marketing Committee Act that prohibited the purchase of specified commodities from other sources than the government designated mandis.

case study itc e choupal

Privacy Policy Designed by Smitinfotech. The realization among the officials was that once a proper use of the tools are developed by farmers, farmers will ultimately arrive at an amicable and desirable solution, which was selling it to the ITC procurement centre located within a radius of km with the help of sanchalak who would help them find the best price available at different sources.

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Case Studies

As a result, number of states made a provision of setting up of such business caxe and also actively encouraged choupql practices among the large industrial organization.

Help Center Find new research papers in: Enter the email address you signed up with and we’ll email you a reset link. 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 the website.

Indian Institute of Managemet, Ahmedabad. Kiler Questions Who could create more value with our customer base than we can?

Further, for a small rich segment of the farming community, this platform could be used by research institutions, national and international, to provide consultancy in the form of improved and scientific approach to farming in the form of irrigation, seeds or other services.

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. If the farmer finds the quote attractive, he can take the produce to an ITC collection centre and receive payment within two hours.

Copyright The DeSai Group. Additionally e-choupal supports best farming practices and methods among the farmers by training each farmer to use the internet facilities in their search for finding the best price available for their produce apart from mandis, they were also taught to use a site dedicated especially for the farmers www. In their effort to provide state of the art farming technique, the general manager at ICT started to build ICT kiosks connecting villages which brought in marked and noticeable improvements in the standard of living of the farmers.