ITC E CHOUPAL

Presented by:
Priyanka Ghosh (M35)
Swati bhalla (M56)
Sumitra Nandan (M54)
U.Prabir Jaiswal (M61)
Ujjal Banargee (M62)
 Introduction
E-Choupal is an initiative of ITC Limited (a large
multi business conglomerate in India) to link directly
with rural farmers for procurement of agricultural /
aquaculture produce like soybeans, wheat, coffee,
and prawns. eChoupal was conceived to tackle the
challenges posed by the unique features of Indian
agriculture, characterized by fragmented farms, weak
infrastructure and the involvement of numerous
intermediaries.
 What is eChoupal
The echoupal Infrastructure
An ICT kiosk with Internet Access
•In the house of a trained farmer Sanchalak
•Within walking distance of target farmers
•Additional investments in Solar Power & VSATs to
overcome weak infrastructure.
 The echoupal Infrastructure

Managed by the erstwhile middleman Samyojak- A trader

appointed by ITC, provides various services under ITC
supervision e.g. Quality Testing, Electronic Weighment,
Storage, Payments.

New made-to-design hubs(Choupal Sagar) being built, to

overcome the shortage of space in the traditional
warehouses for parking (tractors / trollies) and farmer
utilities,besides many operational problems.
 How is eChoupal different?
1. Freedom of Information
Information & Knowledge is free of cost
No initial investment of the Sanchalak
Not subsidized- Govt does not pay.

2. Freedom of Transaction
Farmers are free to sell their produce anywhere

3. Entrepreneurship
No salary paid to Sanchalaks – a commission
based model
 What’s in it for the farmer?
Bottom line for the farmer
Increased yields
Improved Quality
Reduction in Transaction costs
Power of Scale to the Small Farmer
Customized Knowledge despite
Heterogeneity
Real time information despite Distances
Obstacles to productivity and growth

Loss of productivity through soil erosion.

Decline of water tables and forest resources.
Dependence on out-moded farm practices.
Loss and disruption of farm incomes
Non-availability of alternative livelihoods.
Inadequate access to primary education and
health care.
ITC E-Choupal:purpose
A digital transformation.
Linking farmers to remunerative markets.
Managing risk through technology.
A dependable knowledge partner.
 The eChoupal Services
 Relevant & Real-time Information
◦ Commodity prices, Local Weather, News

 Customised Knowledge
◦ Farm Management, Risk Management

 Supply Chain for Farm Inputs

◦ Screened for Quality, Demand Aggregation for Competitive
Prices & Efficient Logistics

 Direct Marketing Channel for Farm Produce

◦ Lower Transaction Costs, Better Value through Traceability
Other Services through eChoupal
 Distribution of Products and Services to Rural
Markets

 Micro marketing
◦ Product/Services Demos
◦ Marketing and Brand Building activities

 Pilots
◦ Bhoomi
◦ eHealth with Private Health Service Providers
◦ eEducation
◦ Rural BPO
 Current Network Size
State Choupals Hubs

Madhya Pradesh 1750 43

Uttar Pradesh 1750 42

Maharashtra 900 22

Rajasthan 500 15

Karnataka 100 2

Andhra Pradesh 150 3

Choupals 5,150 127

Villages 31,000

Farmers 3,500,000

Adding Six New Choupals Every Day

Intend Scaling up to 100,000 Villages in 15 States by
2010
ECHOUPAL WEBSITE MARATHI- KRISHI
SEVA
ECHOUPAL WEBSITE MARATHI -
SOYABEEN
चौपाल सागर जरत अनेक. जगह एक.
Alliances:
Thank
You