Indian agricultural commodity derivatives market in conversation with s sivakumar, divisional chief executive, agri business division, itc ltd. 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. Healthcare delivery in rural india itcs experience the. Venkataraman, annelaure thiemele, jenny mead, alexander ho. It is a virtual market place where vendors and customers come together to do transactions. This study delineates the effect of emerging technologies on indian food supply chain and describes the benefits of information technology to the supply chain partners itc and farmers.
Sivakumar has conceptualised the pathbreaking itc echoupal model, and is spearheading its roll out across rural india. In agriculture, driven by the acclaimed itc e choupal, the companys deep farmer relationships and productivity enhancing agriinterventions have raised rural incomes, improving the quality of life and transforming village ecosystems. Results of this study with 244 farmers who are associated with itc through its echoupal operation from uttar pradesh and. The company expects each e choupal to serve about 10 villages within a fivekilometer radius. Itc echoupal ppt final free download as powerpoint presentation. May 23, 2015 an e choupal is a service offered to farmers by itc to help them work their way around market intermediaries and weak infrastructure. An international company in the agricultural business checks his sevenyearold it initiative among rural indian farmers. The e choupal which attracted global attention is a supply chain. Itc echoupal ppt free download as powerpoint presentation.
What works case study itc s e choupal and profitable rural transformation 1 executive summary agriculture is vital to india. Itcs businesses generate livelihoods for over 5 million people, and its globally recognized echoupal initiative is the worlds largest rural digital infrastructure benefiting over 4 million farmers. Itcs echoupal is used in this study as an arena for. Pdf indian agricultural commodity derivatives market. Kishore singh, echoupal farmer, narsinghkheda village, sehore district, madhya pradesh the echoupal is an important component of itcs multidimensional integrated rural development program that has evolved from its deep understanding of the challenges and opportunities inherent in the farm sector. Itc e choupal has empowered more than 4 million farmers in 40,000 villages. An introduction, 1 stake holder analysis comparison of itc s supply chain of soya bean before e choupal initiative.
Pdf opinion leadership in indian villages and diffusion. Choupal sagars offer a combination of services to rural india. But convery have apparently run into another shortcoming of indesign in its ability to embed swf, flv, mov, or any other motion effects to the pages of a page turning project. While there is no single right answer, wrong answers can come from failing to use tenable assumptions in your arguments and failing to. The e choupal initiative whereby a choupal is equipped with a computer and internet connectivity is the brainchild of a large agricultural processing company in india, the indian tobacco company. Corporate social responsibility in rural india case solution,itc e choupal. Itc echoupal key steps and results designing a viable basket of goods for the vhc training the vhcs in both the health promotion side and business management side building credibility for vhcs in the community. The itc ltd finances the establishment of echoupals in villages to supplement. Today its network reaches more than a million farmers. Through the itc internet portal, farmers can access information on weather and market prices, learn farming best practices, and purchase agricultural inputs. Egram project, the corporateled venture by itc called echoupal, the private enterprise model of drishtee, and the communityowned telecentres of the m. Itcs echoupal network also serves as an effective rural marketing platform and, together with other channels established by itc in rural markets, the network reaches.
Itcs business its much talked echoupal model, there is momentous need to empirically validate the impact of itc on improving decision making ability of farmers. In agriculture, driven by the acclaimed itc echoupal, the companys deep farmer relationships and productivity enhancing agriinterventions have raised rural incomes, improving the quality of life and transforming village ecosystems. Overcoming the last mile challenge shops plus project. The echoupal initiative case study solution, the echoupal initiative case study analysis, subjects covered business ethics leadership stakeholders strategy technology value chains by s. This empirical case study proposes to establish some valuable benchmark and provide insights into how and why relational models work in rural ebusiness models in indian context. What was itc s motivation for creating the echoupal. Discusses the achievement, opportunities, and challenges of the managers of the new supply chain. Sourcing from small rural suppliers on a mass scale. May 23, 2011 this case study is an indepth analysis of itcs initiative to develop thirdgeneration echoupals, or internetenabled computer stations based in villages. He is a member of the private sector committee of the consultative group on international agricultural research cgiar, and a member of.
Itc also supports primary education, women empowerment and. May 17, 2007 itc has plans to saturate the sector in which it works with e choupals, such that a farmer has to travel no more than five kilometers to reach one. Itcs watershed development initiative brings precious water to over 46,000 hectares of dry lands and moisturestressed areas. It produces 23% of gdp, feeds a billion people, and employs 66% of the workforce. The first echoupals provided information on weather, best practices, crop details, market prices, and important local news to farmers in 1999. Diversification of products biscuits, wafers, and ready to eat.
In two of the three cases considered, the bass model estimates confirm diffusion theory predictions, but generate additional insight by quantifying the strength of the identified effects. Impact of e choupal on information empowerment of rural people of rajasthan simple jain1 1. One of the most wellknown examples of an eintermediary is itcs echoupal initiative in the soybean supply chain in india, which has been the subject of several studies e. Request pdf training, production, and channel separation in itcs echoupal network in recent years, i. Because of the green revolution, indias agricultural productivity has improved to the point. The farmer and sanchalak are free to use the e choupal and develop new uses.
Opinion leadership in indian villages and diffusion of echoupal article pdf available in journal of creative communications 23. This largescale intervention in water stewardship covers 45 districts across 12 states e choupzl has brought the area under watershed to over 8,36, acres through more than 10, water harvesting structures. Apart from government and developmental agencies initiatives, rural information infrastructure develops in some parts of india through corporate initiatives. Abstract in hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. Effects of e choupal itc limited has now established computers and internet access in rural areas across several agricultural regions of the country, where the farmers can directly negotiate the sale of their.
Transaction efficiency illustrate another innovative. The e choupal initiative case study solution, the e choupal initiative case study analysis, subjects covered business ethics leadership stakeholders strategy technology value chains by s. Given the productivity challenges and the new threats emerging from climate change impacts, itcs echoupal is extensively engaging with farmers to promote sustainable and adaptive. Itc echaupal contributerssaumya,kiran,musharaf,amrit,dipti,shitanshu. One of them is echoupal system, conceived by the itc limited. Suitable for learners at all levels, the case is ideal for the modules on strategic change, fundamental change in a value chain development at the base of the pyramid. These are very wrong assumptions and a quiet digital revolution is reshaping the lives of the. Farmers use these centres to access commodity prices at local and global markets, information on new farming techniques, place orders for inputs seeds, fertilizers, etc. Pdf itcs echoupal is internet kiosk, village gathering place and ecommerce hub all rolled into one.
The echoupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a large. It for change case study echoupal an initiative of itc. Experiments like echoupal show the way forward in the application of modern science to the betterment of the life of the people. Itcs echoupalan online data service for farmers in local villageshelps small indian. It is basically a computer with internet facility that allows users to access the e choupal website run by itc. Itc choupal sagar the echoupal choupal sagar hub and spoke combination is an unprecedented grassroot click and mortar infrastructure, transporting rural local economies to a new level of productivity and consumption. Ibd was the agricultural commodities export division of itc, and, by march 1999, it was clear that it was lagging behind the. A case study on rural marketing initiative management case prof.
Itc echoupal rural indias largest internetbased intervention. E choupal itc pdf inspired by its mission to create enduring value for the nation and its stakeholders, itc has developed an integrated rural development programme that. Intermediation in the supply of agricultural products in. Sivakumar is a director on the board of indous knowledge initiative in agriculture. 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 e choupal. Strengthening rural information infrastructure through e. Opinion leadership in indian villages and diffusion of echoupal. The system has 6,500 centres across 40,000 villages in 10 states, helping around 4 million farmers as of 2011 get the best rates for their produce and reducing itcs procurement costs.
Some electronic information facilitation centers have been established to cater to the information needs of the farmers at their doorsteps in villages. The prime minister speaks i am greatly impressed by the role of e choupals, a fine example of publicprivate partnership in agriculture. Efficient information management a key to agribusiness. Itc echoupal initiative case solution and analysis, hbr case. Patrimonio hoy ph, echoupal, and grameens village phone vp. Each e choupal village supplies agricultural produce to itc and also. As part of their agricultural business, itc developed the echoupal program which provides computers and internet access to rural farming villages.
The program claims to reach over 4 million farming families, connecting them to a digital infrastructure that enables them to link to a more formal market. The international business division ibd, which was the agricultural division of itc, was lagging behind other divisions tobacco, retail, etc. Itc echoupal initiative case solution, itc echoupal initiative case analysis, itc echoupal initiative case study solution, soybean farmers in india have traditionally sold their products through the inefficient and often unfair physical markets mandi. World economic forum digital transformation initiative. Indian cultureart forms, literature and architecture. Efficient information management a key to agribusiness supply chain success how itc leveraged information management thru echoupal and transformed the agri supply chain. Each echoupal village supplies agricultural produce to itc and also. Jan 17, 2019 r choupal changed for singh in when the diversified conglomerate itc introduced an e choupal to his village. Each echoupal is managed by trusted local farmers called sanchalaks, who are recruited with the help of commission agents called samayojaks. Echoupal itc pdf inspired by its mission to create enduring value for the nation and its stakeholders, itc has developed an integrated rural development programme that. The echoupal initiative case solution and analysis, hbs. Its tremendous reach through extensive distribution chain has been a competitive advantage. In 2000, the itc launched echoupal, an it training program for indian framers.
Industrial enterprises serve as the basic support for the ebusiness implementation. It is always assumed that conducting ebusiness requires communication infrastructure and some amount of computer knowledge. Average monthly income of vhcs increasing itc planning expansion of model from 2. Although echoupal was conceived as a response to their supply suffering itc itc was quick to realize that they discovered the delicate balance between economic efficiency and the. This customized extension service is aimed at bringing the benefits of agricultural best practices to small and marginal farmers.
To increase awareness, itc conducts a belowtheline btl branding exercise called, choupal pradarshan khet which is a demonstration of best farming methods carried across 95 districts in four states. Itc s main motivation behind creating echoupal was to generate more sales in agriculture. Pdf impact of echoupal on information empowerment of rural. The online platform now coordinates more than 4 million small indian farmers in a mass procurement operation that serves its nationwide food business.
Corporate social responsibility in rural india case analysis, itc e choupal. Ali and kumar 2011 used the case of the indian tobacco companys itc echoupal initiative to empirically analyze the role of information delivery through information and communication technology ict in enhancing decisionmaking capabilities of indian farmers. Rajesh panda deputy director, associate professor, sibm, pune email. Apr 09, 20 itc e choupal an idea for upliftment of rural india 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. Additionally, the companys echoupal model for direct procurement is well known under which itc partners with over 100,000 farmers for spices and wheat procurement and an even larger number for. Itc then came up with an initiative called echoupal to link directly with rural farmers via the internet for procurement of agricultural and aquaculture.
Write an 810 page paper,i am interested in your thoughts on the issues brought forth in the case. Experiments like e choupal show the way forward in the application of modern science to the betterment of the life of the people. The authors model the growth of three bop success stories using the bass model. Mbah4010 rural marketing 4 hence their outlook to life has also changed. Research scholar, faculty of management studies, mohan lal sukhadia university, udaipur rajasthan. Tobacco industry profile india intended uses of report. Corporate social responsibility in rural india case solution, set against the backdrop of the underserved, overexploited rural india, this case highlights how the use of technology by the indian conglomerate itc, the. Hi frnds this file is for the echoupal project of itc. The impact of itc e choupal initiative will be more effective if takes care of these few. Impact of echoupal on information empowerment of rural.
Sep 10, 2010 we use your linkedin profile and activity data to personalize ads and to show you more relevant ads. Incorporated on august 24, 1910 under the name of imperial tobacco company company rechristened itc limited in 1974 one of the 8 indian companies to feature in forbes alist for 2004 only indian fmcg company to feature in forbes 2000 list among top in. The e choupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a large. The itc, on implementing the e choupal sought to improve the supply distribution chain by payment method and all in all, eliminate the inefficiencies that the mandis system posed. Itc also enjoyed cost advantages over its competitors owing to its electronic procurement system called echoupal. What began as an effort to reengineer the procurement process for soy, tobacco, wheat, shrimp and. Impact of echoupal on information empowerment of rural people of rajasthan simple jain1 1. I am greatly impressed by the role of echoupals, a fine example of publicprivate partnership in agriculture. Limited hereafter itc developed the echoupals to the rural areas of india. We need more such examples of entrepreneurial creativity. Declaration this project report on a study of hr practices in itc in itc ghaziabad is submitted by me for the partial fulfillment of the course of m. 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. This not only alleviated concerns itc echoupal agricultural supply chain, but also achieves a greater good economic uplift and strengthen the indian farmers.
Not employees of itc, the sanchalaks incur operating costs but, in return, earn a service fee for the ecommerce transactions completed through the echoupal. Itc is focusing on delivering value at competitive prices. This is an original work done by me expected the guidance received which. Acropdf a quality pdf writer and pdf converter to create pdf files. Training, production, and channel separation in itcs e.