The echoupal initiative, whereby a choupal is equipped with a computer and internet connectivity, is the brainchild of a large agricultural. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The largest internetbased intervention in rural india, e choupal has grown into an ecosystem of services that addresses diverse rural needs, from agriextension and other farmrelated offerings to retail avenues to insurance and healthcare. This case study is part of a research project that sought to analyse how different telecentre models approach development on the ground, proceeding to. The systems they have in place and the back end work the website actually does allows me to produce the volume of a fully staffed agency. Bowonder, vinay gupta and amit singh abstract ict has potential to make significant inroads in a traditional agrarian economy like india. Choupal saagar app is your companion to know promotions, offers, celebrations, contests, activities, fresh arrivals, etc. International business division started a unique initiative echoupal. The echoupal provided several economics benefits to itc as well as the customer. Fast moving consumer goods april 2010 advantage india market overview. I tend to focus on the state of rural development through ict by way of examining itc echoupal. Joseph english medium school, yavatmal is a catholic christian coeducational institution, established in 2007. Rajesh panda deputy director, associate professor, sibm, pune email. The echoupal also providers daily need items manufactured by itc.
Innovative ict application platforms are being created by private sector players in conjunction with local farmers. Itc echoupal is a project undertaken by the itc to help the farmers in getting their share of the price which otherwise is eaten by the middlemen. The itc, on implementing the echoupal sought to improve the supply distribution chain by payment method and all in all, eliminate the inefficiencies that the mandis system posed. They also have very limited access to information and education on farming techniques. I have been with itc for a little more than a year now and the quality of their product and support continue to surpass my expectations.
Describes the use of internet technologies to reach these farmers and, in particular, examines a new system called the echoupal, developed by the indian conglomerate itc. A case study on rural marketing initiative management case prof. The largest internetbased intervention in rural india, echoupal has grown into an ecosystem of services that addresses diverse rural needs, from agriextension and other farmrelated offerings to retail avenues to insurance and healthcare. Launched in june 2000, echoupal, has already become the largest initiative among all internet. A success story itc e choupal is a continuously evolving platform, embracing new products, technologies and services in tune with the changing needs of rural india, serving agricultural communities as both producers and consumers. This case looked at the cost benefit factor of echoupal model in rural india from socioeconomic perspective since. The echoupal initiative, whereby a choupal is equipped with a computer and internet connectivity, is. Focus on value added agri commodities unique crm program in commodity exports leveraging it for the transformational echoupal initiative rural indias largest internetbased intervention over 40,000 villages linked through 6500 echoupals. Farmers get decisionmaking information from the information hub of an e. Irjmst vol 5 issue 6 year 2014 issn 2250 1959 0nline 2348 9367 print echoupal. Some electronic information facilitation centers have been established to cater to the information needs of the farmers at their doorsteps in villages. Itc echoupal free download as powerpoint presentation. The echoupal initiative, whereby a choupal is equipped with a computer and internet connectivity, is the brainchild of.
The programme is a 360degree intervention that enables comprehensive development of the rural ecosystem through information. On other occasions, failures have occurred when users download and install. Itcs echoupal initiative tuck school of business mba program. What works case study itcs echoupal and profitable rural transformation 1 executive summary agriculture is vital to india. 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. Each centre operates in a catchment of about 20 km. Itcs rural networking project in hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. Opinion leadership in indian villages and diffusion of e. Strengthening rural information infrastructure through e. A study on the financial sustainability of village internet centers in. The first echoupals provided information on weather, best practices, crop details, market prices. By 2010, the echoupal network plans to cover over 100,000 villages, representing one sixth of rural india, and create more than 10 million efarmers. The itc group which was one of indias foremost private sectors saw the need to address these inefficiencies and therefore gave birth to a system called the echoupal.
Choupal haat connecting rural india the choupal haat is a unique platform developed through echoupal for active engagement with the rural audience in an exciting, accessible and pullbased environment. It produces 23% of gdp, feeds a billion people, and employs 66% of the workforce. Corporate social responsibility in rural india case study solution, set against the backdrop of underserved, over exploited rural india, this case highlights the use of technology by the indian conglomerate itc transformed. Itc s agri business division, one of indias largest exporters of agricultural commodities, has conceived e choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. Indian agrosector has been exploiting the benefits to ict. Background itc was incorporated in 1910 under the name of imperial tobacco company of india limited later changed to itc limited in 1974. It is managed by amaravati diocesan board of education affiliated to state board of maharashtra. Developing a rural market ehub the case study of e. The echoupal initiative case solution and analysis, hbr. The itc e choupal ict is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. Itc choupal saagar in itarsi is a top company in the category supermarkets, also known for.
Corporate social responsibility in rural india case analysis, itc e choupal. A success story itc echoupal is a continuously evolving platform, embracing new products, technologies and services in tune with the changing needs of rural india, serving agricultural communities as both producers and consumers. Launched in june 2000, echoupal has already become the largest private sector initiative among all internetbased interventions in rural india. Itcs agri business division, one of indias largest exporters of agricultural commodities, has conceived echoupal as a more efficient supply chain aimed at. Through the choupal, itc sources the farmers produce directly, reducing its procurement and transaction costs. Morag gambles method for simple abundance our permaculture life duration.
Agri business division formed in 1990 to bring forth the best of indias produce and become the most preferred supply chain partner for agri and aqua products in the domestic and international market abd contributes significantly in earning the maximum foreign exchange for the country. One of them is echoupal system, conceived by the itc limited. Itc is one of indias most diversified consumer goods company having increasingly reduced its deoendence on its core cigarette business. Corporate background itc was incorporated onaugust 24, 1910 under the name of imperialtobacco company of india limited. Corporate social responsibility in rural india case solution,itc e choupal. Developing a rural market ehub the case study of echoupal experience of itc b. The echoupal also provides other information to the farmer, including cropprices, weather and knowledge on scientific farming techniques.
Because of the green revolution, indias agricultural productivity has improved to the point. The power of ict for farmers empowerment in india sharma, dr. Apart from government and developmental agencies initiatives, rural information infrastructure develops in some parts of india through corporate initiatives. The haat provides an opportunity to closely interact with and understand the needs of the target audience and offer solutions through an ecosystem of itc and its multiple partners. Itc recognizes the limitation of todays echoupal as a vehicle of procurement efficiency. An introduction, 1 stake holder analysis comparison of status of supply chain 2 before and after itc echoupal critical analysis, and comparison 3 with hkb 4 future scope company logo. It still employs more than 58% of population and accounts for 15 % of the gdp. The echoupal initiative directly links the rural farmers with the company for the procurement of agriculture and aquaculture products, such as soybeans, coffee. This case study is an indepth analysis of itcs initiative to develop thirdgeneration echoupals, or internetenabled computer stations based in villages. Itc holds out mall hope for villagers the telegraph.
Itc echoupal itcs echoupal platform was started with the aim to be the focal point for farmers to sell their produce, thus eliminating the need for the middlemen or mandis. It was initially in the cigarette and tobacco business and later. This document was uploaded by user and they confirmed that. Lintas media arm, e choupal join to launch bharat barometer blonnet. The echoupal initiative case solution,the echoupal initiative case analysis, the echoupal initiative case study solution, agricultural business unit international corporation is considering sevenyear it initiatives among rural indian farmers. Itcs agri commodity divison farm linkages in 14 states covering soya, wheat, marine products, coffee etc. Itcs agri business division, one of indias largest exporters of agricultural commodities, has conceived echoupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. Not every crop lends itself to such an intervention. Itcs foray into the agricultural procurement started with wheat, soybean and shrimp and has now moved into coffee and paddy. Itc was setting up choupals in villages more than 100 km away from its four processing. In hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. Download as pptx, pdf, txt or read online from scribd. Itc operations for e choupal authorstream presentation. Professor prestige institute of management and research, indore throughout the latter half of the twentieth century, the introduction of information technology exerted a profound influence on the business landscape.