E-Choupal is an initiative by ITC Ltd that places computers with internet access in rural Indian villages, allowing farmers to obtain information on markets, weather, and sell their products. By removing middlemen, E-Choupal provides farmers with better prices and transparency while reducing costs for ITC. It replaces the traditional regulated market system and benefits farmers through education on agriculture best practices and financing.

1. ITC’s
E-Choupal

3.  Imperial Tobacco Company – 1910
 Indian Tobacco Company – 1970
 Various products & services

5.  Started by the International division of ITC
 Largest market initiative taken up
 “Choupal” means “village meeting place”
 Computers with internet access
 Place of information exchange & an e-commerce
hub
 Low cost system
 Removes rural isolation & creates transparency
Replaces “mandi distribution system”

6. What Is E-Choupal ???

7. Mandi Operation Process

8. Farmer GhaniVillage trader
Regulated marketsWholesaler Producer Co-op
Trader Co-op MillCommission agent
Pvt. Miller
Production channel prior to e-choupal
Money Lenders

9. The E-Choupal Business model
Village trader Farmers Ghani
E-Choupal
Regulated markets
(Fair Price Markets) Producer Coop
(Negotiated Price)
Coop mill
Commission Agent
(hired by ITC)
Pvt. Miller
ITC
ITCCommission Financers & Govt.

10. Beneficiaries

11. Advantages of E-choupal

12. Other initiatives by ITC…
 Social & Farm Forestry
 Watershed Development
 Women Empowerment
 Livestock Development
 Primary Education