ITC launched the e-Choupal initiative to address inefficiencies in the agricultural supply chain that resulted in farmers losing a significant portion of potential crop value. Through a network of internet kiosks staffed by local farmers, e-Choupal provides farmers with real-time market pricing information, weather forecasts, and educational resources to improve yields. This innovative use of IT transformed the supply chain by allowing farmers to directly sell their products to ITC at fair prices without middlemen, increasing profits for farmers and ITC.