An innovative model embedded with social goals, the tic e choupal empowers farmers and hopes to trigger higher productivity and income through a host of services related. The echoupal model has been effective in the short term. As a marketled business model, itc e choupal has enhanced the competitiveness of indian agriculture and triggered a virtuous cycle of higher productivity, higher incomes and enlarged capacity for farmer risk management, larger investments and higher quality and productivity. For the echoupal model to achieve its full potential and facilitate a sustainable. Analysis of case studies and hypotheses testing meity. Indian farmers, especially small and marginal ones, must fight challenges on multiple fronts. When growing crops, poor soil, lack of irrigation and volatile weather are constant hurdles, made worse by climate change. Suitable for learners at all levels, the case is ideal for modules on strategic change, transformational change in a value chain, and development at the bottom of the pyramid. In effect, the e choupal infrastructure is potentially an efficient delivery channel for rural development and an instrument for converting village. The details about the aqua choupal model of the indian tobacco company itc are presented in this paper.
May 09, 2020 itc e choupal pdf inspired by its mission to create enduring value for the nation and its stakeholders, itc has developed an integrated rural development programme that fosters. Jan 21, 2021 chojpal innovative model embedded with social goals, the itc e choupal empowers farmers and chiupal to trigger higher productivity and income through a host of services related to knowhow, best practices, timely and relevant weather information, a transparent discovery of prices, access to quality agriinputs at competitive prices and so on. This initiative has enabled farmers from over 40, the e choupal is. The reimagining future sustainability report 2020 itc limited itc e choupal empowering farmers afforestation. Dec 06, 2019 reach itc s agri business has set up 23 choupal saagars across the three states with overitv feet of dedicated retail space.
However, because of multiple variables that affect productivity, a longterm assessment of the systems productivity and efficiency levels needs to be undertaken. Launched in june 2000, e choupal has already become the largest initiative among all internetbased interventions in villages of india. The companys agribusiness division undertook a novel approach, by purchasing from farmers directly by bypassing local markets called mandis that are dominated by middle men. A farmer can visit the kiosk and show a sample of his. Apr 20, 2020 astm d 3953 pdf iitc itc echoupal initiative is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. While farmers advantage through improved farm profitability and higher firm gate prices, itc profits by lowering the net expense of procurement, having wiped out unnecessary costs. With the help of existing literature and website of itc and other relevant websites, this paper attempts to establish a link between social enterprises and businesses by way of showcasing e choupal business model of itc as a strategy to promote welfare and development of farmers which enables them to get good prices for their farm products and. Oct 04, 2020 a significant aspect of itc s agri sourcing foundation, e choupal is a mix of click and mortar a sort of business model that has both online and offline activities. Indian tobacco company itc limited came out with echoupals model to the rural areas of india which makes an implicit agreements with some farmers.
February 25, 2021 inspired by its mission to create enduring value for the nation and its stakeholders, itc has developed an integrated rural development programme that fosters. An itdriven solution from the conception of the model, an itbased solution was recognized as fundamental to optimizing effectiveness, scalability, and cost. E choupal and project shakti assignment free sample. The new year heralds an election season marked by yearning, anger, uncertainty and above all, hope. Jul 05, 2019 the e choupal model creates a significant twoway multidimensional channel, which can efficiently carry products and services into and out of rural india, while recovering the associated costs through agrisourcing led efficiencies, the company states. The echoupals are operated by a sanchalak operator, who also doubles up as an itc salesman. Implementation model and actorsthe e choupal model is positioned as an alternative to traditional modes of procurement where farmers travel to the government market or mandi to sell their produce. Itc shareholder looks for a competitive return, like all shareholders do and there is no government money involved. The e choupal model has been specifically designed to tackle the challenges posed by. The reimagining future sustainability report 2020 itc limited itc e choupal. The e choupal model, in contrast, has required that itc make significant investments to create and maintain its own it network in rural india and to identify and. A pure trading model does not require much capital investment.
Training, production, and channel separation in itcs e. Itc e choupal 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 business model a pure trading model does not require much capital investment. Nov 14, 2011 itc e choupal started in the year 2000 target area so far 38,000 villages, 6500 kiosks, 9 states wholly owned by itcwhy it become a success.
Rural egovernance model and lts impact on decisionmaking process in agriculture. Satyabhusan dashl hlmanshu misraz lntroduction i1c is engaged in imjaarhng a revolutitmary dimension to its rural partnership by leveraging information technology to elevate the lndian farmer to a new order of empowerment. Oct 15, 2019 o, will serve as a plugandplay platform for agristartup companies in india and is expected to be launched by mid itc e choupal ecosystem the itc e choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with local communities. The case study explains how itc is using information and communication technologies icts to identify solutions to export oriented problems of the indian shrimps, by keeping track of the entire supply chain including quality and origins of the shrimps. Astm d 3953 pdf iitc itc echoupal initiative is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. Developing a rural market ehub the case study of echoupal. Market is a meeting place where vendors and customers come together to do transactions. Rural egovernance model and lts impact on decisionmaking. Twenty years ago, on june 20th, we took a leap of faith and launched the first itc e choupal in the village of misrod, madhya pradesh. Itc echoupal rural indias largest internetbased intervention. Extensive preactivity is conducted with the support of the e choupal sanchalak. Mar 14, 2020 the itc e choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with local communities. Itcs echoupal is internet kiosk, village gathering place and ecommerce hub all rolled into one.
This initiative from itc 1 has become a benchmark today in the ict. Jan 18, 2012 in this new business model, itc reaches implicit agreements with some farmers inside the network that they can sell the products directly to itc at the market price in the local market, but allow the farmers, both inside and outside the network, to access valuable information through the e. Chandan gaurav beniwal2k18mb195 assistant professor,dsm jagrati sharma2k18mba114 introduction india is the second most populated country in the world. Over the next 710 years itc plans to setup a network of 20,000 echoupals and over 700 choupal saagars, thereby extending coverage to 100,000 villages representing one sixth of rural india. Appreciating the imperative of intermediaries in the indian context, e choupal leverages information technology to virtually cluster all the value chain participants, delivering the same benefits as vertical integration does in mature agricultural economies like the usa. The unique echoupal model creates a significant twoway multidimensional channel which can efficiently carry products and services into and out of rural india. Pdf developing a rural market ehub the case study of e. What connects a corporate giant, farmers and we the consumer. The choupal is a hindi word that means village meeting place, and the e choupal is an inte agriculture is vital to india. Only initiative to attempt to combine services and an effective business model successfullydesigned to address the issues such as.
I am greatly impressed by the role of echoupals, a fine example of publicprivate. Mar, 2020 the e choupal model has shown that a large corporation can combine cade social mission and an ambitious commercial venture. The phenomenal success of e choupal is due to managerial vision, innovative business model, relevant training, execution excellence and larger development goals. The echoupal has reengineered the antiquated soybean export supply chain using digital technology in rural farm villages. The e choupal model, in contrast, has required that itc make significant investments to create and maintain its own it network in rural india and to identify and train a local farmer to manage each e choupal. Itc e choupal ppt final retail supply chain free 30day. Itc e choupal ecosystem the itc e choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with local communities. Sustainability through mutual respect the e choupal model has shown that a large corporation can combine a social mission and an ambitious commercial venture. Sivakumar ceo international business division itc limited secunderabad, ap 500003 india first version. Supply chain reengineering in agribusiness a case study of itc s e choupal ravi anupindi ross school of business university of michigan ann arbor, mi 48105 usa s. Sep 12, 2019 itc e choupal ecosystem the itc e choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with local communities. Developing a rural market ehub the case study of e. Mar 02, 2021 itc e choupal pdf itc e choupal pdf inspired by its mission to create enduring value for the nation and its stakeholders, itc has developed an integrated rural development programme that fosters. India through a marketled business model, the e choupal programme aims to enhance the returns on.
Hence, the echoupal model demonstrates how corporations can play a major role in recognizing and solving community problems through csr initiatives by. This case study is part of a research project that sought to analyse how different telecentre models approach development on the ground, proceeding to. Itc provides infrastructure and connectivity at the e choupal centres, each of which services 45 villages. Sustainability, social responsibility and value cocreation. Sep 18, 2019 the itc e choupal initiative is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. Background the itc group of companies has a yearly turnover of rs 7. Impact of echoupal on information empowerment of rural people of. The echoupal model, in contrast, has required that itc make significant investments to create and maintain its own it network in rural india and to identify and. Information technology is 20% of all the effort of itc s e choupal business model, but is considered the most crucial 20%. The e choupal model has been effective in the short term. Agricultural marketing in india ecommerce in india. Choupal haats have further added to the reach of itc e choupal by increasing multifold its direct touch with villagers. The sample consisted of 160 women and 160 men users.
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