Itc E Choupal Case Study Summary

Itc E Choupal Case Study Summary-3
This ready access to localized, relevant information and resources greatly helps poor, rural Indian farmers to improve the quality of their crops and thus realize a better price for their efforts.The e-Choupal project integrates the Internet centers (e-Choupals) into the livelihood of the rural Indian communities, using "click-and-mortar" principles, combining Internet and real-world intermediaries, to bridge the gap of real-time information access to otherwise poor, illiterate farmers.

This ready access to localized, relevant information and resources greatly helps poor, rural Indian farmers to improve the quality of their crops and thus realize a better price for their efforts.

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The e-Choupal, India’s largest rural ICT initiative, leverages information technology and the Internet to improve efficiency in the rural Indian agricultural sector, promoting greater information exchange and the creation of an alternative market structure.

Although rural India suffers from a weak ICT infrastructure and poor literacy profile, the greater access and exchange of market and farming information provided by this initiative alleviates rural isolation and poverty by creating market transparency.

This in turn improves the rural Indian farmers’ productivity and incomes.

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However, the agriculture landscape in India is characterized by fragmented farms, weak infrastructure and the involvement of numerous intermediaries.

In this system, crops are sold by rural farmers with small holdings to traders, who act as purchasing agents for corporate buyers at a local, government-mandated marketplace called a .

Launched as a business venture with social good in mind, the e-Choupal project was conceived with a pure business focus to create trusted farmer communities in rural Indian villages, who would facilitate sourcing of high-quality farm produce for the ITC Limited's fast growing agribusiness.

The company had first considered trying to deliver information through television or radio.

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