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ITC’s e-Choupal
TOWN                   Mandi




VILLAGE


          Farmer



           TRADITIONAL MODEL FOR SELLING FARM PRODUCE
Three layers of
             e-Choupal business platform
• The first layer consists of the village level ICT kiosks with internet access,
   managed by an ITC trained local farmer called the Sancalak within walking
   distance of each target farmer
• The second layer consist of a bricks-and-mortar infrastructure called hubs
   managed by the traditional intermediary who has local knowledge /skills
   called Samyojak in his new role and within tractorable distance of the
   target farmer
• The third layer consists of a network of companies (consumers of farmers
   products and providers of products and services to the farmers)
   orchestrated by ITC providing a pan-Indian presence (Choupal Sagar)
Together this three-layered infrastructure allows ITC to provide a
 complete end-to-end solution to satisfy the needs of both the farmers
 and consumers at village as well as global level.
Global market

PAN-INDIAN                                        Choupal Sagar




 TOWN         Samyojak   Hub




                           Village-level kiosks
VILLAGE      Sanchalak
                           Or e-Choupal



          Farmer




                         THE e-CHOUPAL PLATFORM

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Iim calcutta indian social structure - itc’s e-choupal

  • 2. TOWN Mandi VILLAGE Farmer TRADITIONAL MODEL FOR SELLING FARM PRODUCE
  • 3. Three layers of e-Choupal business platform • The first layer consists of the village level ICT kiosks with internet access, managed by an ITC trained local farmer called the Sancalak within walking distance of each target farmer • The second layer consist of a bricks-and-mortar infrastructure called hubs managed by the traditional intermediary who has local knowledge /skills called Samyojak in his new role and within tractorable distance of the target farmer • The third layer consists of a network of companies (consumers of farmers products and providers of products and services to the farmers) orchestrated by ITC providing a pan-Indian presence (Choupal Sagar) Together this three-layered infrastructure allows ITC to provide a complete end-to-end solution to satisfy the needs of both the farmers and consumers at village as well as global level.
  • 4. Global market PAN-INDIAN Choupal Sagar TOWN Samyojak Hub Village-level kiosks VILLAGE Sanchalak Or e-Choupal Farmer THE e-CHOUPAL PLATFORM