ITC’s e-Choupal initiative; the single-largest information technology-based intervention by a corporate entity in rural India. Transforming the Indian farmer into a progressive knowledge-seeking netizen. Enriching the farmer with knowledge; elevating him to a new order of empowerment. |
e-Choupal delivers real-time information and customised knowledge to improve the farmer's decision-making ability, thereby better aligning farm output to market demands; securing better quality, productivity and improved price discovery. The model helps aggregate demand in the nature of a virtual producers' co-operative, in the process facilitating access to higher quality farm inputs at lower costs for the farmer. The e-Choupal initiative also creates a direct marketing channel, eliminating wasteful intermediation and multiple handling, thus reducing transaction costs and making logistics efficient. The e-Choupal project is already benefiting over 3.5 million farmers.
The basic philosophy of "Farmers benefits through farmers own channel" ...is driven through three key activities
1) Increase Rural Income : Direct farm produce procurement , Farm extension activties and Investment products
2) Improve Rural lifestyle : Reverse supply chain of FMCG and consumer durables for large number of companies through partnership and Institutional Credit
3) Sustaining Lifestyles : Risk Management services like Life and Weather Insurances