E-Choupal is an initiative by ITC Limited that uses information technology (IT) to provide Indian farmers with access to real-time market information and enables them to sell their products online. It involves setting up kiosks in villages operated by local farmers trained as "Sanchalaks" who help other farmers access market prices, weather forecasts, and place orders for farm inputs and sell their produce. Over 6,100 e-Choupals now reach over 4 million farmers across 10 states. On average, farmers using e-Choupal receive 2.5% higher prices than through traditional markets. The initiative has helped increase farmers' incomes, production efficiency, and overall rural development.

1. INDIAN TOBACCO COMPANY
E-CHOUPAL
Presented By:
Rohit Dey
Rudrani Paul
Ruhit Sarkar

2. INTRODUCTION
• ITC LIMITED is an Indian conglomerate company headquartered in
kolkata.ITC has a diversified presence across industries such as
cigarettes,FMCG ,hotels,software,packaging,paperboards, specially
paper and agribusiness.
• ITC has 13 business in 5 segments.It exports over in 90 countries.Its
products are avaialable in 6 million retail store.In 2020,ITC generated
over 365 billion indian rupees.
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3. What is “E-CHOUPAL”
• The concept of E-Choupal was introduced in June 2020.It is a Hindi
word which means “ Village Meeting Place ”
• A meeting where farmers can transact directly with a processor and
can realize better prize for the product
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4. How E-Choupal Works
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KIOSKS
SANCHALAK
FARMERS
SAMJOYAK

5. It was Launched in 2000,There
are 6,100 e-choupals in operation
now reach four million villagers.
Growing a range of crops
including soybean, coffee, maize,
wheat, rice, pulses and shrimp in
over 40,000 villages across 10
states in India.
Farmers using e-Choupal on
an average receive 2.5%
higher prices than the
traditional mandi system.
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6. Benefits of this initiative taken by ITC
• Direct marketing channels to farmers
• It make farmers, progressive knowledge seeking citizens
• Increase in production efficiency of the farmers
• Helps in the development of the society
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7. E-Choupal is an ICT platform that facilitates flow
of information and knowledge, and
supports market transactions on line.
• • It transmits Information.
• • It transfers Knowledge.
• • It facilitates sales of Farm Inputs.
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8. Conclusion
The case study of e-choupal helps in identifying the factors that
contributed to the success of the ICT platform in many states:
 E-choupal has been one of the best ICT application platforms that has
been scaled replicated and sustained. This is due to the fact that it was
specifically designed for that specific business.
 The Sanchalaks are selected carefully and they have been able to work as
non-partisan coordinators. Sanchalaks have been able to induce the
feeling of involvement. This participative style helped ICT to build trust at
the local level. Trust is essential in sustaining relationships at the
community level.
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9.  E-choupal has provided economic benefits even for the small
farmers. Every beneficiary gets benefit and the equitable benefits
makes the adoption very rapid.
 Intensive training and distributed leadership concept facilitated the
acceptance of the platform concept. The empowerment of people
through local action and training reduces the disparities. The ability
of the choupals to deal with many inputs provides for economies of
scope.
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10. • E-choupal has been heralded as the attempt at making ICT
platforms enhance the market access, by eliminating the use of
middlemen. ITC had the vision to conceptualize and implement this
procurement cum marketing platform. It is a low cost/multi
business model operated by the farmer representative. It has been
validated, scaled and sustained for many businesses by ITC. By
embarking on this initiative, ITC has shown that ICT platforms can
benefit even if the marginal farmers.
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11. What are the social objective
attained by ITC in this Case
Study.
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12. What is the importance of
management being discussed
in this Case Study.
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