About• Developed by ITC agri-business division• Brainchild of S Sivakumar• Promoted by Y. C. Deveshwar, Chairman, ITC• Launched in June 2000• largest Internet-based initiative in rural India• Benefits 4 million farmers in 40000 villages
CHARACTERISTICS OF e-choupal• Customer centric.• Used for many commodities and multiple transactions.• Easily scalable.• Uses local talent and local people and develops local leaders.• Extended to local as well as global procurers.• Nurtures local entrepreneurs .• Uses all the existing institutions and legal frameworks .
INITIAL PROBLEMS FACED BY e-choupal• Infrastructural inadequacies• Power supply• Telecom connectivity and bandwidth• Challenge of imparting web skills
PROBLEMS IN AGRICULTURAL SECTOR• Loss of productivity through soil erosion• Out-model farm practices and inferior inputs• Loss and disruption of farm incomes• Inadequate access to primary education and healthcare.
ITC BUSINESS MODEL• Choupal: A Hindi word meaning village gathering place• Mandi: A government mandated market-yard where farmers sell their crops• Sanchalak: The village farmer who runs the e- Choupal and acts as ITC’s representative in the village• Samyojak: The commission agent in his role as a collaborator
FUTURE PLANS• PROMOTING ECO- TOURISM, ECOMEDICINE, TRADITIONAL CRAFTS• JOINED HANDS WITH MONSTER JOBS TO PROVIDE JOBS FOR RURAL YOUTH• ENSURE PRODUCT QUALITY• DEVELOP RURAL MARKET TO PROMOTE OTHER PRODUCTS
AWARDS• United Nations Industrial Development Organisation (UNIDO) Award 2008• Stockholm Challenge 2006• Innovation for India Award 2006• The Corporate Social Responsibility Award 2004