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Project Report On
ITCs e-Choupal
A Platform Strategy for Rural Transformation
Submitted By:
Nabanita Adhikari B.Sc (Ag.), 7th Semester, 4th module
Why e-Choupal:
Rural India is a difficult business location. Transport, electric power, and information infrastructure are inadequate. Business practices are underdeveloped or outdated. Lack of access to modern resources has resulted in an under-trained workforce. Rural society is structured around subsistence and is unprepared for modern products and services. These constraints, along with many others, have dissuaded most companies from taking on the challenge of rural commerce. Yet such an engagement can serve a dual agenda: bridging rural isolation and the resulting disparities of education and economic opportunity, while at the same time creating a potentially large profit opportunity for the organization willing to tackle the inefficiencies. The key question is how modern resources and methods can be practically deployed to profitably overcome rural constraints. Small Landholdings Low literacy , Low Income Weak Infrastructure : Physical , Social Underserved on supply side Over dependence on intermediaries Low productivity Low share of consumer spend They do not have bargaining power They do not have access to real time information They cannot get customized knowledge advise
A digital transformation
ITC began the silent e-volution of rural India with soya growers in the villages of Madhya Pradesh. For the first time, the stereotype image of the farmer on his bullock cart made way for the e-farmer, browsing the e-Choupal website. Farmers now log on to the site through Internet kiosks in their villages to order high quality agri-inputs, get information on best farming practices, prevailing market prices for their crops at home and abroad and the weather forecast all in the local language. In the very first full season of e-Choupal operations in Madhya Pradesh, soya farmers sold nearly 50,000 tons of their produce through the e-Choupal Internet platform, which has more than doubled since then. The result marks the beginning of a transparent and cost-effective marketing channel. Bringing prosperity to the farmers' doorstep.
Version 2.0
The Scale-up REACH: millio ns of farmers OFFERING: Network now offered five services: Information: weather, price, etc. Knowledge: farming methods, soil testing, etc. Purchase: Seed, fertilizer, etc Sales: Farmers sell crops to ITC centre Other: Cattle care, water harvest ing, women emplo yment etc
Version 3.0
The Deepening NEW BUSINESSES: Add two new anchor businesses: 1) Rural jobs and employability and 2) Personalized agri services. Plus strengthen existing commodity sourcing MORE INTERACTION: Through Choupal Saagars and Haats and via mobile phones NEW TECHNOLOGY: Use of especially enabled mobile phones, in addition to PCs, for two-way interaction with farmers; use of analytics; new partners The latest version also provides employment opportunities to rural youths and has helped fill 1,200 job openings from 52 companies. But Version 3 has gone beyond just helping rural India to reduce its pressure on land. Under the new version, ITC plans to address the sustainability angle of the Indian agricultural sector by promoting the practice of green farming. "The company is now pushing farmers to adopt organic farming as well as reducing of greenhouse gas emissions,
AWARDS TO ITC:E-CHOUPAL:
The Development Gateway Award:2005 ITC is the first Indian company and the second in the world to win this prestigious award. The 'Golden Peacock Global Award for Corporate Social Responsibility (CSR) in Emerging Economies: 2005. United Nations Industrial Development Organization (UNIDO)Award: 2008 The Ashoka - Changemakers Health For All Award :2006 Innovation for India Award: 2006 The Corporate Social Responsibility Award :2004 from The Energy and Resources Institute(TERI)