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The document discusses ITC's e-Chaupal initiative, which is a virtual marketplace that allows farmers to directly transact with processors via the internet. E-Chaupal addresses disadvantages of the conventional business model like multiple intermediaries and information asymmetry by providing farmers price information, access to experts, and ability to compare local and global market prices. The initiative has grown from serving 4 million farmers through 6,500 e-Chaupals across 10 states to plans to empower 10 million farmers through 20,000 e-Chaupals across 15 states in the next 5 years.

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Future plans 10 million 4 million Farmers e-empowered 20,000 6,500 No . of e-Choupals 100,000 40,000 Villages covered 15 10 States covered Next 5 Years Now e-Choupal

‪#‎Organic‬ Companies like ‪#‎Sresta‬ & ‪#‎Timbaktu‬-Collective are always working to ensure only the very best reaches their customers. They have adopted Cropin ‪#‎smartfarm‬ and are always connected with their farms 24X7 from anywhere! They have gained customers' trust by empowering them with ‪#‎traceability‬: "Customer can take a walk through your farms by a simple scan of a QR/Bar code". Read for more: http://eepurl.com/btxZZz Try it at: smartfarm.cropin.in

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Choupal in Hindi language means a village gathering place. Taking this gathering place to the virtual world, ITC (one of the India’s largest and oldest business conglomerates) introduced the e – Choupal to empower rural India in the year 2000.e – Choupal provides better supply chain for ITC’s food and agri businesses. It enables reach to the underserved rural markets. For rural farmers it caters new IT enabled services and business opportunities i.e. health, education, entertainment, and e–governance. It increases shareholder’s value through serving the society. The critical success factors of e– Choupal are comprehensive knowledge of rural markets, designing a win – win transaction model, leveraging the logistics channel, selection of Sanchalak (operator), evolving an appropriate user interface and bottom-up model for entrepreneurship. The e– Choupal model shows that a large corporation can play a major role in recognising markets and increasing the efficiency of an agricultural system. The case also uncovers the key role of information technology – in this case provided and maintained by a corporation – but utilised by local farmers. This access to information helps farmers in improving the quality of produce and obtaining better prices. Elected from the village itself, a literate farmer acts as the interface between the illiterate farmers and the computer. The model shows that a large corporation can combine a social mission and an ambitious commercial venture, that it can play a major role in rationalising markets and increasing the efficiency of an agriculture system, and do so in ways that benefit rural communities. This case study given here covers the background, the impact, key elements of empowerment, issues, lessons, determinants for success and long term assessment of the system’s productivity and efficiency levels.

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Choupal in Hindi language means a village gathering place. Taking this gathering place to the virtual world, ITC (one of the India’s largest and oldest business conglomerates) introduced the e – Choupal to empower rural India in the year 2000. e – Choupal provides better supply chain for ITC’s food and agri businesses. It enables reach to the underserved rural markets. For rural farmers it caters new IT enabled services and business opportunities i.e. health, education, entertainment, and e– governance. It increases shareholder’s value through serving the society. The critical success factors of e– Choupal are comprehensive knowledge of rural markets, designing a win – win transaction model, leveraging the logistics channel, selection of Sanchalak (operator), evolving an appropriate user interface and bottom-up model for entrepreneurship. The e– Choupal model shows that a large corporation can play a major role in recognising markets and increasing the efficiency of an agricultural system. The case also uncovers the key role of information technology – in this case provided and maintained by a corporation – but utilised by local farmers. This access to information helps farmers in improving the quality of produce and obtaining better prices. Elected from the village itself, a literate farmer acts as the interface between the illiterate farmers and the computer. The model shows that a large corporation can combine a social mission and an ambitious commercial venture, that it can play a major role in rationalising markets and increasing the efficiency of an agriculture system, and do so in ways that benefit rural communities. This case study given here covers the background, the impact, key elements of empowerment, issues, lessons, determinants for success and long term assessment of the system’s productivity and efficiency levels.

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I T C

1. I.T.C E-CHAUPAL

4. E-chaupal

9. Conventional business model

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11. E-Chaupal modal

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16. Future plans 10 million 4 million Farmers e-empowered 20,000 6,500 No . of e-Choupals 100,000 40,000 Villages covered 15 10 States covered Next 5 Years Now e-Choupal

17. Thank you

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