A brief understanding of ITC e-choupal

2. MISSION
Mission:
“Improve the quality
of life in Rural India”

3. E-Choupal
 e-choupal is a Hindi word which means – “Village
meeting place”. e-choupal is a virtual market place
where farmers can transact directly with a processor
and can realize better price for their produce
 In June 2000, ITC Limited launched e-choupal in India
and now e-choupal has become the largest Internet
based intervention in rural India.

4. Traditional Model
 e-choupal aims to provide farmers ready access to crop
specific real-time information to improve the farmer’s
decision making ability
 Farmers can access the latest local and global
information on weather, scientific farming practices
and market prices at the village itself through the web
portal in Indian languages – Hindi, Marathi, Kannada
and Telegu.
 echoupal also facilitates the supply of high quality
farm inputs as well as purchases of produce at the
farmer’s doorstep.

5. Business Model
 “A quiet digital revolution is reshaping the lives of
farmers in remote Indian villages.”
 e-choupal delivers real-time information and
customized knowledge to farmer’sdecision making
ability, securing better quality & price. The e-choupal
initiative also creates a direct marketing channel,
eliminating wasteful intermediation and multiple
handling, thus reducing transaction cost and making
logistics efficient.

6. Benefits to farmers
 Farmers are reimbursed for transport to the
procurement hub of e-choupal.
 The transaction time at the ITC hub is also much faster
than mandi.
 ITC has given recognition to integral partner in the
supply process & not mere as agricultural producer
and thus elevating the level of respect of farmers.
Similarly providing shaded.

7. AWARDS
 ITC's e-Choupal has won numerous awards:
 United Nations Industrial Development Organisation
(UNIDO) Award at the international conference
on Sharing Innovative Agribusiness Solutions 2008 at
Cairo for ITC's exemplary initiatives in agri business
through the e-Choupal.
 The Ashoka - Changemakers 'Health For All' Award
2006 for the Rural Health Services model for delivery of
health services through the e-Choupals.
 The Stockholm Challenge 2006. This award is for using
information technology for the economic development of
rural communities.

9. Wheat
Soybean
Soybean
& Wheat
Coffee
Aqua

10. Paramesh Narayan