Inspired by its mission to create enduring value for the nation and its stakeholders, ITC has developed an Integrated Rural Development Programme that fosters. What Connects a Corporate Giant, Farmers and We the Consumer? Meet ITC e- Choupal. This initiative has enabled farmers from over 40, Close to two decades after its launch, e-Choupal, a well-recognised rural-digital infrastructure network of ITC Ltd, the FMCG, hotels.

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The e-Choupal model has been specifically designed to tackle the challenges posed by the unique choupl of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others. How innovation really works Business Today.

This endeavour also includes the Swasthya Choupal initiative that focuses on enhancing awareness on maternal and child care through a network of Village Health Champions. Weather holds New Year surprise for North Active western disturbance expected to bring rain, snow The birth of a youth brand This book excerpt outlines how saucy, edgy Fastrack was conceived out of the Titan stable and evolved into a This book excerpt outlines how saucy, edgy Fastrack was conceived out utc the Titan stable and evolved into a In Narsingkheda village of Madhya Pradesh, however, a farmer has found an avenue to overcome these struggles.

Choupsl from ” https: ITC is getting into the next generation of e-Choupal and expects that its foray into fruits, vegetables and sea food will help it widening the farmer base with which it works.

By operating across the agri-value chain, ITC is able to source raw materials directly from farmers, thereby ensuring safe and quality food products for its FMCG consumers. Published on September 11, Rewarding resourcefulness, tic lives The Hindu Business Line. As a market-led business model, ITC chouupal has enhanced the competitiveness of Indian agriculture and triggered a virtuous cycle of higher productivity, higher incomes and enlarged capacity for farmer risk management, larger investments and higher quality and productivity.


Yet the farmers are free to sell to anybody and ee not tied chouppal to ITC with any written contracts. Jump to Sub Navigation. This will create another virtuous cycle propelling the economy into a higher growth trajectory.

The global spot gold prices surged 1. Cracking the new CODE of marketing In the new year, marketers will have to focus on four new essentials Flashback This page was last edited on 5 Aprilat The creation of extensive green cover as well as improvement of soil health also positively impacts the environment.

Call of the Countryside India Today. The stock surged 3. Jump to Main Navigation.

Targetting 10 mn farmers in e-choupal network by 2022: ITC

E-Choupal was ITC’s farmer empowerment initiative by providing internet kiosks in villages. This article has been written in partnership with Cgoupal Limited.

With a steady rise in income, Singh has bought his own tractor, a mechanised plough, seed drill and two threshing machines, one of which he leases. Farmers can get real-time information despite their physical distance from the mandis. These middlemen make up for the choupaal of infrastructure and fulfill critical jobs like cash disbursement, quantity aggregation and transportation.

Targetting 10 million farmers in e-choupal network by ITC

HBR Case Study 2. The ITC e-Choupal initiative is a powerful example of a business model that delivers largescale societal value by co-creating rural markets with local communities.

The Golden Peacock Innovation Award Jump to Top Cyoupal.

This helps farmers improve the quality of their products, and helps in obtaining a better price. Indeed, tens of millions of Indian farmers are suffering. Please update this article to reflect recent events or newly available information.

Singh, for example, prefers to sell his wares to the company at the Choupal Saagar, an ITC-supported hub that doubles up as f procurement and warehousing centre, besides a market for inputs like seeds and fertilizer. Choupql Media arm, e-choupal join to launch Bharat Barometer blonnet.

These particularly small enterprises lack access to markets and hence do not have predictable income and growth. In the new year, marketers will have to focus on four new essentials. Recognising the importance of irrigation in supporting agriculture, ITC launched its Integrated Watershed Development initiative to create freshwater potential in water-stressed areas. ITC e-Choupal unshackles the potential of the Indian farmer, who has been trapped in a vicious cycle of low risk-taking ability – low investment – low productivity – weak market orientation – low value addition – low margin – low risk taking ability.


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ITC e-Choupal eco-system

O, will serve as a plug-and-play platform for agri-startup companies in India and is expected to be launched by mid They see the ‘e-Choupal’ as the new age cooperative for all practical purposes. Farmers are under no compulsion to sell to the company and can choose to sell their produce elsewhere. Fuelling latent rural demand The Economic Times. While the existing e-Choupals and agri-extension programmes of ITC will continue to exist, it will not be expanded any further as the company will move to initiate the new plug and play ready digital platform for agri-startups to build and expand their businesses.

Yet it is besieged by myriad challenges. ITC e-Choupal leverages Information Technology to virtually cluster all value chain participants and deliver the same benefits that vertical integration does in mature agricultural economies, like the USA.

The credit, according to Singh, goes to higher quality seeds, inputs and farming methods he has been able to adapt with access to timely information on weather conductions, prices across different local markets and services from the e-Choupal in his village.

It sources produce like wheat, soybean, coffee, shrimp, pulses, millets, chupal, and jowar along with fruits such as mango, litchi, among others. Strong global cues lifts soya Despite slack physical demand, strong global cues