The document discusses e-Choupal, an initiative by ITC Ltd that uses the internet to connect farmers in rural India to market information and facilitate sales of agricultural commodities. E-Choupal was developed to address issues faced by farmers such as low prices, lack of market access, and limited knowledge. It provides farmers real-time local information on prices, weather, and best farming practices via computers installed in rural "e-Choupals" or internet kiosks. E-Choupal allows farmers to make informed decisions and bypass middlemen to sell directly to ITC at a higher price, benefiting their social and economic conditions. The initiative has now expanded across multiple states in India.