The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others. Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity. Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy. This will create another virtuous cycle propelling the economy into a higher growth trajectory.

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Home e-Choupal Inspired by its mission to create enduring value for the nation and its stakeholders, ITC has developed an Integrated Rural Development Programme that fosters sustainable and inclusive growth in India. The programme is a degree intervention that enables comprehensive development of the rural ecosystem through information dissemination, providing access to quality inputs and market prices, generating supplementary incomes and augmenting natural resources.

Recognising the various challenges faced by farmers like fragmented farms, weak infrastructure and involvement of numerous intermediaries, ITC designed e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. 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.

As a market-led business model, ITC e-Choupal 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.

The enhancement of rural incomes has also unleashed the latent demand for industrial goods, necessary for the continued growth of the Indian economy. This, in turn, creates another virtuous cycle that is propelling the economy into a higher growth trajectory. The Model in Action: 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.

It makes use of the physical transmission capabilities of current intermediaries — aggregation, logistics, counter-party risk and bridge financing — while dis-intermediating them from the chain of information flow and market signals.

Real-time information and customised knowledge provided by ITC e-Choupal enhance the ability of farmers to take decisions, align their farm output with market demand and ensure higher quality and productivity.

The aggregation of demand for farm inputs from individual farmers gives them access to high quality inputs from established and reputed manufacturers at fair prices. Its services today reach out to over 4 million farmers growing a range of crops - Soybean, Wheat, Rice, Maize, Coffee, Marine Products and Fruits - in over villages through kiosks across 10 states.

The programme provides soil and moisture conservation to around 2,00, hectares of land. ITC has set up over 6, water harvesting structures to date. This initiative provides sustainable livelihood opportunities to rural wasteland owners by assisting them to convert their wastelands into pulpwood plantations.

While the wasteland owners are under no obligation to sell to ITC, the Company stands as a willing buyer for its paper and paperboards business. The creation of extensive green cover as well as improvement of soil health also positively impacts the environment.

However, in most cases, milk yields are low due to poor quality stock. Recognising the potential of this sector to provide sustainable livelihood opportunities, ITC launched the Livestock Development Programme, which genetically upgrades low-yielding indigenous stock through artificial insemination to produce cross-bred progeny with much higher milk yields.

ITC also enables families to form co-operatives to market their milk. Under the programme, Cattle Development Centres CDC have been established till date, covering more than 10, villages and resulting in over 15 lakh artificial inseminations.

A total of over 4. The intervention has till date created sustainable livelihoods for over 44, rural women. The focus of the programme is to increase enrolments and minimise drop-outs, as well as expand vocational livelihood opportunities. It also enhances the learning environment by providing infrastructural support to government schools.

Over 19, youth have so far benefited from vocational and modern skills training, while over 4,00, students have been covered through Supplementary Learning Centres and Anganwadis.


Itc E-Choupal Case Study Essay

Which rights predominate? Give the rationale underlying your answers to this question. The rights of poor farmers and their families are predominant in this case. In the past, the farmers were restricted to sell their products in the local mandi.


e Choupal Case Study

Yet it is besieged by myriad challenges. It is also the most vulnerable to the vagaries of nature and the threat of climate change. Indeed, tens of millions of Indian farmers are suffering. In Narsingkheda village of Madhya Pradesh, however, a farmer has found an avenue to overcome these struggles. Everything changed for Singh in when the diversified conglomerate ITC introduced an e-Choupal to his village. To the uninitiated, an ITC e-Choupal is an internet kiosk in the home of a fellow villager.

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