ITC E-choupal rural management
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1) ITC e-Choupal was launched in 2000 by ITC's agri-business division to offer farmers up-to-date market and agricultural information through computers with internet access installed in rural villages. 2) It benefits over 4 million farmers in 40,000 villages across 14 states in India. 3) The goals of e-Choupal are to supply quality farm inputs, provide expert market price predictions, buy crops directly from farmers, and increase rural incomes.
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ITC has established several leading brands across industries such as food, personal care, education, lifestyle apparel, and agarbattis. It is India's largest FMCG marketer and leader in paperboard and packaging. ITC pioneered farmer empowerment through its e-Choupal initiative, which established internet kiosks staffed by local farmers that provide market prices, weather forecasts, and enable direct selling to processors. E-Choupal has benefited over 4 million farmers by reducing costs and improving prices. ITC has since expanded this model through physical infrastructure hubs called Choupal Saagars that offer collection, storage, and rural hypermarket facilities.
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ITC e-Choupal is an initiative launched by ITC Limited in 2000 to address issues faced by Indian farmers such as fragmented farms, weak institutions, and information asymmetry. It created internet kiosks staffed by farmers in over 40,000 villages, allowing farmers to access real-time market prices and sell directly to ITC. This reduced costs for farmers and ITC by disintermediating commission agents. The model provided economic and social benefits by empowering farmers and building trust between farmers and ITC. ITC is now expanding the initiative through new technologies and services.
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1. ITC is an Indian conglomerate present in various industries like tobacco, hotels, paper, food, and exports. It started the E-Choupal initiative in 2000 to connect farmers in rural India to global commodity markets through internet kiosks.
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ITC's e-Choupal initiative places computers with internet access in rural Indian villages to provide farmers with information about market prices, farming techniques, and to order agricultural supplies. It creates a direct marketing channel for ITC to reduce costs and strengthen its agricultural business by building long-term supplier relationships with farmers. The e-Choupal initiative has been ITC's largest information technology intervention and helps disseminate information and introduce new products to farmers while reducing its salesforce needs.
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This document provides an overview of opportunities and challenges for marketing in rural India. It begins with 12 questions to consider about rural India's economy and demographics. The majority of India's population lives in rural areas and depends on agriculture. Rural marketing can generate profits by developing new markets, driving innovation, and strengthening value chains. However, challenges include poor infrastructure, fragmented markets, and lack of supply chains. Successful rural marketing requires innovations tailored to local needs as well as focused execution through strategies like aggregating demand and minimizing distribution costs. The rural market potential is large but also heterogeneous, requiring an understanding of regional differences. The document examines myths and realities about rural consumers and expenditures. Opportunities exist due to rising incomes and changing consumption patterns
Targeting And Positioning In Rural Market
The document discusses targeting and positioning strategies for rural markets, noting that targeting involves evaluating and selecting market segments based on factors like profitability and growth rate. It also covers positioning strategies like differentiating products and services, and positioning brands in consumers' minds by identifying differences and communicating them effectively. Rural consumers were surveyed to determine the most attractive segments and positioning strategies for soap brands Lifebuoy and HealthPlus.
Segmentation Targeting and Positioning
This document discusses positioning strategies for brands and products. It defines positioning as designing a company's offering and image to occupy a distinctive place in the target market's mind. Effective positioning relies on points of differentiation (unique attributes) and points of parity (shared attributes) that are desirable to customers. The document also discusses adapting marketing strategies across the different stages of a product life cycle from emergence to growth, maturity, and decline.
ITC Rural Marketing
ITC is a diversified conglomerate with businesses in FMCG, hotels, paper, packaging, agri, and IT. It has established several popular brands across categories. Some key brands include Aashirvaad, Sunfeast, YiPPee!, Bingo!, Fiama Di Wills, Vivel, and ITC Hotels. ITC employs various rural marketing strategies like developing rural-specific products, localized distribution, and initiatives like e-Choupal which links farmers to market prices via computers in villages. E-Choupal tackles issues in Indian agriculture by empowering farmers with information. It has impacted over 4 million farmers across 10 states.
Final Ppt Rural Retail
The document discusses rural retail in India, including defining characteristics of rural India, regulations and policies around rural retail, and significant players in the rural retail space such as Godrej Adhar, ITC Chaupal, and Hariyali Kisan Bazaar. It outlines the business models of these companies and impediments to rural retail, recommending increasing infrastructure and education to better tap into the rural market opportunity.
Recent innovations in rural marketing
The document presents information on rural marketing in India. It defines rural areas and provides facts about the rural market, including that 70% of India's population lives in rural areas. It then discusses the meaning and evolution of rural marketing. The document outlines some key innovations in rural marketing, such as product innovations, pricing strategies, promotion methods, and packaging innovations. It provides examples of specific rural marketing innovations by companies. In conclusion, it states that rural India has significant untapped potential for companies and growth can be achieved through proper strategies and technologies.
ITC e-choupal
The document summarizes the ITC eChoupal initiative, which uses internet-enabled computers located in rural village meeting places called choupals to provide farmers with valuable market and agricultural information. By accessing a customized website, farmers can view localized weather forecasts, best farming practices, crop and market prices, and ask questions. This helps farmers make better-informed decisions to increase their incomes. The initiative aims to reduce inefficiencies in the soybean supply chain by eliminating middlemen and empowering farmers through knowledge.
Segmentation targeting positioning
Market segmentation involves dividing a market into distinct groups based on characteristics like demographics, benefits sought, or behaviors. The document outlines the main steps in segmentation, targeting, and positioning:
1. Segmenting the market by identifying distinct groups using variables like geography, demographics, psychographics, benefits, or behaviors.
2. Evaluating each segment's attractiveness and selecting target segments to focus on.
3. Positioning the product by creating a competitive positioning and tailored marketing mix for the target segments.
ITC e-Choupal and Saagar
ITC's e-Choupal initiative aims to directly link rural Indian farmers to the internet for agricultural product procurement. The program involves installing computers with internet access in rural areas to provide farmers with up-to-date market and farming information. Currently, over 6,500 e-Choupals in over 40,000 villages serve more than 4 million farmers and villagers. The initiative aims to reach 100,000+ villages by 2012. In addition to procurement, e-Choupal provides rural distribution of goods and financial services to farmers while creating rural infrastructure and jobs. It has been an innovative strategy for rural market development and wealth creation in India.
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ICT Initiatives in Agriculture
The document discusses various ICT initiatives in Indian agriculture. It describes projects undertaken by the central and state governments as well as private sector organizations to promote use of information technology. This includes initiatives like e-Choupal by ITC Ltd, Warana Wired Village project, AGMARKNET portal, Kisan Call Centre helpline, and Village Knowledge Centres. The document also mentions websites and portals that provide information to farmers on agriculture statistics, exports, prices, insurance, and other topics.
E chaupal
ITC eChoupal is a initiative that aims to address the lack of market access and information that Indian farmers face. It creates internet kiosks in villages operated by trained farmers, called Sanchalaks, to provide local farmers with real-time local weather and market price information. This helps farmers increase yields and incomes. The program also aggregates farmers' product to provide cheaper inputs and get better prices for outputs by reducing middlemen. It has now expanded to cover thousands of villages across multiple states in India.
E-Choupal
- E-Choupal is an initiative by ITC Ltd to connect Indian farmers to online marketplaces and information through internet kiosks located in rural villages.
- ITC provides computers and internet access at kiosks run by trained local farmers, or "sanchalaks", to allow other farmers to access commodity prices, weather and farming best practices.
- Over 6,500 e-Choupals are currently operational, serving over 10 million farmers. ITC aims to expand this to 20,000 e-Choupals across 15 states by 2012.
(e-Choupal Model of ITC)- Rural Marketing
The document discusses ITC's e-Choupal model for rural marketing in India. The model centers around a network of e-Choupal information centers located in rural villages. Each center is run by a local farmer, or sanchalak, and equipped with a computer connected to the internet. This allows farmers to access up-to-date market prices and sell their produce directly to ITC, bypassing middlemen. The model benefits farmers by giving them more control and higher profits. It also develops rural areas by increasing access to information and opportunities through technology. Over time, the e-Choupal network has expanded to include thousands of villages across multiple states.
Itc echoupals
understanding the various hindrance existing in the agriculture produce procurement model before e-Choupals come into existence.
Itc echoupals
The document discusses ITC's E-Choupal initiative which aims to empower farmers through an online platform. Some key points:
- E-Choupal addresses problems in traditional farming like lack of price/weather info and reliance on middlemen.
- It involves setting up internet kiosks (e-choupals) in villages run by local conveners to provide farmers real-time market/crop info.
- ITC overcame challenges like illiteracy and infrastructure issues. E-Choupal reduced costs and increased margins for farmers.
Itc's e choupal initiative
ITC launched its e-Choupal initiative in 2000 to improve the lives of rural Indians. It operates over 6,100 internet kiosks across 10 states, serving over 4 million farmers. The kiosks are run by sanchalaks - trained farmers - and provide farmers with information on market prices and farming practices. Warehouses are managed by samyojaks, traditional middlemen who no longer exploit farmers. The e-Choupal model creates a more efficient marketing system that cuts costs for farmers by eliminating intermediaries and reducing transaction costs. Farmers benefit through higher productivity, better prices, and risk management.
E choupal
The document discusses ITC's e-Choupal initiative, which aims to connect rural farmers in India to online market and information resources through computers installed in villages. The key points are:
1. E-Choupal was launched in 2000 by ITC to create a virtual marketplace for farmers, addressing issues like lack of price transparency and access to inputs/expertise.
2. It involves training local farmers as "sanchalaks" to manage computer kiosks providing farmers weather/pricing data, education and a platform to sell to ITC.
3. The initiative has expanded to over 4 million farmers in 40,000 villages across 10 states, improving farmers' incomes and access while reducing
E-Choupal PDFs
E-Choupal is an initiative by ITC to connect rural farmers in India to global markets via the internet. It installs computers with internet access in villages, allowing farmers to access real-time local weather and market pricing information, as well as place orders for seeds and fertilizers. This helps farmers increase yields and income while reducing costs. Over 6,500 e-Choupal kiosks operated by local farmers have been established, serving over 6 million farmers. The program aims to scale up to 20,000 kiosks by 2012, improving livelihoods for many small farmers in India.
Itc e-choupal, Tata kisan sansar, hariyali bazaar and godrej adhar
ITC Chaupal Bazaar, Tata Kisan Sansar, Hariyali Kisan Bazaar, and Godrej Aadhaar are initiatives aimed at revolutionizing rural marketing in India. They provide farmers with access to information, inputs, financing, market linkages, and other services through rural kiosks and stores. The programs install internet-enabled computers in villages, offer agricultural advice and prices to farmers, and link them directly with procurement centers. This helps empower farmers, improve their productivity and incomes, and promotes inclusive rural development.
Impact of information communication technology on agriculture
1. The document discusses the impact of information and communication technology (ICT) on agriculture in India. It provides background on the importance of access to information for rural development and sustainable agriculture.
2. It then reviews several major ICT initiatives in India that have provided farmers with access to market prices, best practices, early warnings, and other agricultural information and services through computers, internet kiosks, and other digital technologies.
3. The document also summarizes research that evaluated the impacts and information needs of farmers who use three ICT projects in India called Gyandoot, Warna, and IKisan. The research found that most farmers needed information on markets, best practices, and answering questions.
ITC E-choupal
The document summarizes ITC's e-Choupal initiative, which launched in 2000 to improve the lives of rural Indian farmers. The e-Choupal program creates virtual marketplace hubs in villages, allowing farmers to access local and global information on weather, prices, and best practices. Farmers can sell directly to ITC, reducing costs and increasing prices. E-Choupal also provides farm inputs and purchases produce directly from farmers. The program has been successful, winning several international awards, and now serves millions of farmers across India.
Itft agriculture
This document provides an overview of agriculture in India and discusses opportunities for agricultural development through information and communication technologies (ICT). Some key points:
- Agriculture is an important sector in India, providing livelihoods for many and accounting for a significant portion of GDP and exports. However, growth and productivity must be improved.
- ICT can help address issues in areas like extension, marketing, and resource management through applications like decision support systems, e-commerce platforms, and geospatial information systems.
- Initiatives like AGRISNET aim to establish an online network for Indian agriculture by developing ICT infrastructure, databases, and applications at national, state, and local levels to strengthen various sectors within agriculture.
E choupal
The document discusses ITC's e-Choupal initiative, which aims to empower rural Indian farmers through internet kiosks located in village gathering places. The kiosks, run by trained local farmers, give other farmers access to market prices, farming best practices, and the ability to purchase supplies and sell crops directly to ITC. This cuts out intermediaries and allows farmers to get better prices. The initiative has expanded across India, offering additional services. It has helped farmers but also benefits ITC's procurement processes. The e-Choupal model is continually developed with new versions to deepen its impact and services for farmers.
Sales Management : Channel Sales
The document discusses ITC's E-Choupal initiative, which uses internet kiosks in rural Indian villages to empower farmers. The key points are:
1) E-Choupal provides farmers with information on weather, prices and best practices to help them increase yields and negotiate better deals.
2) Farmers can sell their produce directly to ITC through the kiosks, cutting out middlemen and bringing greater transparency.
3) Over 6,500 kiosks serve 4 million farmers across 10 states. Farmers benefit from higher incomes while ITC gains assured supply and reduces procurement costs.
4) The initiative has spurred rural development by providing villagers access to the internet for
E choupal SIDDANNA M BALAPGOL
E-Choupal is an initiative by ITC Limited that addresses challenges in Indian agriculture through internet kiosks in rural areas. A literate village member elected as Sanchalak operates a computer kiosk housed in their home that serves around 600 nearby farmers. Farmers can access market prices, weather, best farming practices, and sell produce directly to ITC collection centers for prompt payment. Over 4 million farmers across 10 states now benefit from higher prices, faster payments, and access to agricultural information through more than 6,500 e-Choupals.
Term End Project_Rural Marketing_Group 2.docx
ITC has implemented several rural marketing initiatives in India, including e-Choupals, demonstration farms, and Choupal Saagars. E-Choupals are internet kiosks that provide farmers with information on weather, prices, and best practices. Demonstration farms show farmers improved cultivation techniques. Choupal Saagars are rural hubs offering procurement, storage, banking, and other services. ITC uses these initiatives to source agricultural products while empowering farmers. The document discusses ITC's product portfolio and marketing strategies, including competitive pricing, distribution through procurement centers, and communication strategies like radio advertising.
E chaupal
e-Choupal is an initiative by ITC Limited that uses the internet to directly connect with rural farmers in India for procurement of agricultural products. It aims to address issues in Indian agriculture like fragmented farms, weak infrastructure, and intermediaries that reduce farmers' profits. The program installs computers with internet access in villages to provide farmers with market information and help them get better prices. Currently there are over 6,500 e-Choupals operating across 10 states, benefiting around 4 million farmers. ITC plans to expand this to 20,000 e-Choupals serving 15 million farmers by 2012.
Itc – leveraging secondary brand associations
The document discusses ITC's e-choupal initiative which provides rural farmers in India with digital infrastructure and services. Some key points:
- E-choupal empowers over 4 million farmers through services like providing agricultural best practices, procurement and storage centers, pharmacies and fuel stations.
- It aims to raise rural incomes through initiatives in 17 areas like livestock, women's empowerment, watershed development and afforestation.
- ITC also carries out social forestry covering over 69,000 hectares, soil/moisture conservation on 236,000 hectares, and biodiversity conservation on over 3,000 hectares to support farmers.
Indian tobacco company
ITC's e-Choupal initiative is the largest Internet-based intervention in rural India, reaching over 3.5 million farmers through 5,200 kiosks across six states. The system was introduced in 2000 to establish direct links between rural farmers and ITC for procurement of crops. It provides services like crop prices, expert advice, weather forecasts, and soil testing to address issues in Indian agriculture like fragmented land and weak infrastructure. Farmers can choose to sell to ITC or local markets, and save on transportation costs and time with more efficient weighing and assessment through e-Choupal. While expansion poses management challenges, the system has been successful due to ITC's agricultural expertise, respect for existing systems, and
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Itc e-choupal, Tata kisan sansar, hariyali bazaar and godrej adhar
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ITC E-choupal rural management
- 1. Sumitted by – Kumar vivek Rohit nainwal Akshay tiru Rajat goyal Shaurya agarwal Ankur kataria
- 2. ITC e-choupal Introduction • Developed by ITC agri-business division • Launched in 2000 • Benefits 4 million farmers in 40,000 villages. • Farm linkages in 14 states • Rural India’s largest Internet- based intervention • The program installs computers with internet access in rural areas of India to offer farmers up-to- date marketing and agricultural information
- 3. E-choupal goals • Supply of quality inputs (seed, herbicide, fertilizer, pesticides, etc) in the village • Expert opinion on expected future price movements • Buying output at the farmers’ doorstep • Growth in rural income • Encouraging Local Participation
- 4. ITC choupal system FARMERS SANCHALAK PC and INTERNET CHOUPAL SAGAR SAMYOJAK ITC
- 5. MARKETING MIX Product • Processed Fruits (Mango, Guava, Papaya etc.) • Food Grains (Rice, Wheat and Pulses) • Feed Ingredients (Soya bean ) • Edible Nut (Groundnut) Place • e-Choupal within 5km radius serving 10villages
- 6. Price • Transportation Cost • Set – up Cost • Mandi Cost v/s e – Choupal cost. • Insurance expenses Promotion • Set up Agri- institutes to offers farmers training programmes. • Provide weather information through the sanchalak office.
- 7. Critical Success Factors • Comprehensive knowledge of rural market. • Designing a win win transaction model. • Selection of sanchalak. • Evolving an appropriate user interface. • Bottom up model for entrepreneurship.
- 8. CONCLUSION • e-Choupal has been most successful initiative to wire rural India and to involve the farmers in learning. • It helped farmers save nearly 68% of the costs • ITC focuses on Rural market that is still untapped
Editor's Notes
- TC’s Agri Business Division one of India’s largest exporters of agricultural commodities has conceived e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. e-Choupal also unshackles the potential of Indian farmer who has been trapped in a vicious cycle of low risk raking ability, low investment, low productivity, weak market orientation, low value addition.