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Choupal in Hindi language means a village gathering place. Taking this gathering place to the virtual world, ITC (one of the India’s largest and oldest business conglomerates) introduced the e – Choupal to empower rural India in the year 2000.e – Choupal provides better supply chain for ITC’s food and agri businesses. It enables reach to the underserved rural markets. For rural farmers it caters new IT enabled services and business opportunities i.e. health, education, entertainment, and e–governance. It increases shareholder’s value through serving the society. The critical success factors of e– Choupal are comprehensive knowledge of rural markets, designing a win – win transaction model, leveraging the logistics channel, selection of Sanchalak (operator), evolving an appropriate user interface and bottom-up model for entrepreneurship. The e– Choupal model shows that a large corporation can play a major role in recognising markets and increasing the efficiency of an agricultural system. The case also uncovers the key role of information technology – in this case provided and maintained by a corporation – but utilised by local farmers. This access to information helps farmers in improving the quality of produce and obtaining better prices. Elected from the village itself, a literate farmer acts as the interface between the illiterate farmers and the computer. The model shows that a large corporation can combine a social mission and an ambitious commercial venture, that it can play a major role in rationalising markets and increasing the efficiency of an agriculture system, and do so in ways that benefit rural communities. This case study given here covers the background, the impact, key elements of empowerment, issues, lessons, determinants for success and long term assessment of the system’s productivity and efficiency levels.
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I T C
1.
I.T.C E-CHAUPAL
2.
3.
4.
E-chaupal
5.
6.
7.
8.
9.
Conventional business model
10.
11.
E-Chaupal modal
12.
13.
14.
15.
16.
Future plans 10
million 4 million Farmers e-empowered 20,000 6,500 No . of e-Choupals 100,000 40,000 Villages covered 15 10 States covered Next 5 Years Now e-Choupal
17.
Thank you
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