The document summarizes ITC Limited's e-Choupal initiative in rural India. E-Choupal creates virtual marketplace kiosks staffed by local farmers, providing price information and selling farm supplies/produce. It operates in 10 states, covering 40,000 villages through 6,500 kiosks serving over 4 million farmers. E-Choupal aims to improve market access and transparency for farmers while increasing ITC's sourcing efficiency. The initiative has faced challenges around rural infrastructure and digital literacy but provides social benefits like access to information, insurance, credit and medical services for farmer growth.