Sumitted by –

Kumar vivek

Rohit nainwal

Akshay tiru

Rajat goyal

Shaurya agarwal

Ankur kataria

ITC e-choupal Introduction• Developed by ITC agri-business division• Launched in 2000• Benefits 4 million farmers in 40,000 villages.• Farm linkages in 14 states• Rural India’s largest Internet- based intervention • The program installs computers with internet access in rural areas of

India to offer farmers up-to- date marketing and agricultural information

E-choupal goals• Supply of quality inputs (seed, herbicide, fertilizer, pesticides, etc) in

the village• Expert opinion on expected future price movements• Buying output at the farmers’ doorstep• Growth in rural income• Encouraging Local Participation

ITC choupal system

FARMERS

SANCHALAK

PC and INTERNET

CHOUPAL SAGAR

SAMYOJAK

ITC

MARKETING MIX Product • Processed Fruits (Mango, Guava, Papaya etc.)• Food Grains (Rice, Wheat and Pulses)• Feed Ingredients (Soya bean )• Edible Nut (Groundnut)

Place • e-Choupal within 5km radius serving 10villages

Price

• Transportation Cost• Set – up Cost• Mandi Cost v/s e – Choupal cost.• Insurance expenses

Promotion

• Set up Agri- institutes to offers farmers training programmes.• Provide weather information through the sanchalak office.

Critical Success Factors• Comprehensive knowledge of rural market.• Designing a win win transaction model.• Selection of sanchalak.• Evolving an appropriate user interface.• Bottom up model for entrepreneurship.

CONCLUSION• e-Choupal has been most successful initiative to wire rural India

and to involve the farmers in learning.• It helped farmers save nearly 68% of the costs• ITC focuses on Rural market that is still untapped