Itc echoupal has empowered more than 4 million farmers in 40,000 villages. To conduct this assessment, four telecentre projects were examined. Through the itc internet portal, farmers can access information on weather and market prices, learn farming best practices, and purchase agricultural inputs. Overcoming the last mile challenge shops plus project. While the farmers benefit through enhanced farm productivity and higher farm gate prices. Page 10 8 scope of echoupal itc now plans to echoupal page 11 figure 3. 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. It still employs more than 58% of population and accounts for 15 % of the gdp. Strengthening rural information infrastructure through e. 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. Developing a rural market ehub the case study of echoupal experience of itc b.
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. Itc has plans to saturate the sector in which it works with echoupals, such that a farmer has to travel no more than five kilometers to reach one. The itc e choupal initiative case analysis by group 7. Itc e choupal has empowered more than 4 million farmers in 40,000 villages. We suggest that you copy directly from this document to materials that you are developing be sure to maintain. Developing ict platform for enhancing agricultural productivity. Research scholar, faculty of management studies, mohan lal sukhadia university, udaipur rajasthan. This case study is an indepth analysis of itcs initiative to develop thirdgeneration echoupals, or internetenabled computer stations based in villages. Developing a rural market ehub the case study of e. Itc echoupal initiative case solution and analysis, hbr.
What began as an effort to reengineer the procurement process for soy, tobacco, wheat, shrimp and. Grow africa smallholder working group briefing paper. Venkataraman, annelaure thiemele, jenny mead, alexander ho. Opinion leadership in indian villages and diffusion of echoupal. 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. Discusses the achievement, opportunities, and challenges of the managers of the new supply chain. Itc holds out mall hope for villagers the telegraph. Itc has over the last 100 years established a very close business relationship with the farming community in india and is currently in the process of enhancing the indian farmers ability to link to global markets through the echoupal initiative. Briefing paper information and communication technology ict technological innovations are needed for the. Itc has over the last 100 years established a very close business relationship with the farming community in india and is currently in the process of enhancing the indian farmers ability to link to global markets through the echoupal initiative, and produce the quality demanded by its customers. Impact of echoupal on information empowerment of rural. 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. Experiments like echoupal show the way forward in the application of modern science to the betterment of the life of the people. Rajesh panda deputy director, associate professor, sibm, pune email.
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. 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. The prime minister speaks i am greatly impressed by the role of echoupals, a fine example of publicprivate partnership in agriculture. Itc s main motivation behind creating echoupal was to generate more sales in agriculture. The company expects each e choupal to serve about 10 villages within a fivekilometer radius.
The companys ownership progressively indianised, and the name of the company was changed to i. Apart from government and developmental agencies initiatives, rural information infrastructure develops in some parts of india through corporate initiatives. The company expects each echoupal to serve about 10 villages within a fivekilometer radius. Abstract in hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. Itc echoupal initiative case solution and analysis, hbr case. This case study is part of a research project that sought to analyse how different telecentre models approach development on the ground, proceeding to. One of them is echoupal system, conceived by the itc limited. 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. In manufacturing, supported by substantial investments in stateoftheart technology, itc has created worldclass manufacturing facilities for its fmcg, paperboards, packaging and printing businesses. 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. Each echoupal village supplies agricultural produce to itc and also.
The echoupal initiative case solution and analysis, hbs. Itc then came up with an initiative called echoupal to link directly with rural farmers via the internet for procurement of agricultural and aquaculture. Transaction efficiency illustrate another innovative. Each echoupal is estimated to pay back for itself in 4. Itcs main motivation behind creating echoupal was to generate more sales in agriculture. Best project echoupal, itc international business division. By building a network of warehouses near the production centres and by providing inputs to the farmers and test output at the individual farm level, itc is able to preserve the source and quality information of produce purchased. A case study on rural marketing initiative management case prof. Each e choupal village supplies agricultural produce to itc and also.
Pdf the itc echoupal initiative case analysis by group. 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. The power of ict for farmers empowerment in india sharma, dr. Transaction efficiency illustrate another innovative model. Pdf itcs echoupal is internet kiosk, village gathering place and ecommerce hub all rolled into one. Hi frnds this file is for the echoupal project of itc. Lintas media arm, e choupal join to launch bharat barometer blonnet. Impact of echoupal on information empowerment of rural people of rajasthan simple jain1 1. Efficient information management a key to agribusiness. The key reasons behind the success of the echoupal initiative are. What works case study itc s echoupal and profitable rural transformation 8 one at a time, on a manual scale. Each e choupal is estimated to pay back for itself in 4.
Itc recognizes the limitation of todays echoupal as a vehicle of procurement efficiency. Acropdf a quality pdf writer and pdf converter to create pdf files. I tend to focus on the state of rural development through ict by way of examining itc e. The e choupal initiative case solution, an international company in the agricultural business checks his sevenyearold it initiative among rural indian farmers. Ibd was the agricultural commodities export division of itc, and, by march 1999, it was clear that it was lagging behind the.
Some electronic information facilitation centers have been established to cater to the information needs of the farmers at their doorsteps in villages. Efficient information management a key to agribusiness supply chain success how itc leveraged information management thru echoupal and transformed the agri supply chain. We need more such examples of entrepreneurial creativity. Choupal sagars offer a combination of services to rural india.
The echoupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a large. As part of their agricultural business, itc developed the echoupal program which provides computers and internet access to rural farming villages. Egovernance in rural india nidhi srivastava amity institute of information technology, amity university lucknow, india abstract in india, where a major population lives in rural area it becomes essential that egovernance is available there. Itc e choupal ppt final free download as powerpoint presentation.
The itc ltd finances the establishment of echoupals in villages to supplement. 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 echoupal initiative case solution, an international company in the agricultural business checks his sevenyearold it initiative among rural indian farmers. Not every crop lends itself to such an intervention. It for change case study echoupal an initiative of itc. After weighing, the full value of the grain is calculated. Pdf impact of echoupal on information empowerment of rural.
World economic forum digital transformation initiative. What was itcs motivation for creating the echoupal. 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. As part of their agricultural business, itc developed the e choupal program which provides computers and internet access to rural farming villages.
The impact of itc e choupal initiative will be more effective if takes care of these few. Average monthly income of vhcs increasing itc planning expansion of model from 2 to 11 districts. Tobacco industry profile india intended uses of report. 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.
This document is intended as background information for developing presentations, educational and training materials, and for use in responding on message to media requests. The international business division ibd, which was the agricultural division of itc, was lagging behind other divisions tobacco, retail, etc. 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. May 23, 2011 this case study is an indepth analysis of itcs initiative to develop thirdgeneration echoupals, or internetenabled computer stations based in villages. The e choupal which attracted global attention is a supply chain. Itc then came up with an initiative called echoupal to link directly with rural farmers via the internet for. I am greatly impressed by the role of echoupals, a fine example of publicprivate partnership in agriculture. Opinion leadership in indian villages and diffusion of echoupal article pdf available in journal of creative communications 23. An introduction, 1 stake holder analysis comparison of itc s supply chain of soya bean before echoupal initiative. The agent pays a mandi fee 1% of purchase value in madhya pradesh to the mandi. Pdf opinion leadership in indian villages and diffusion. It is a virtual market place where vendors and customers come together to do transactions.
Comparison of status of supply chain 2 before and after itc echoupal. Egram project, the corporateled venture by itc called echoupal. The first echoupals provided information on weather, best practices, crop details, market prices, and important local news to farmers in 1999. Bowonder, vinay gupta and amit singh abstract ict has potential to make significant inroads in a traditional agrarian economy like india. 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. Each echoupal is managed by trusted local farmers called sanchalaks, who are recruited with the help of commission agents called samayojaks. Icts for agricultural extension indiaenvironmentportal.
Developing a rural market ehub the case study of echoupal. Developing a rural market e hub the case study of e choupal experience of itc b. Not employees of itc, the sanchalaks incur operating costs but, in return, earn a service fee for the ecommerce transactions completed through the echoupal. What was itc s motivation for creating the echoupal. The farmer goes to the agents office to collect a cash payment. Intermediation in the supply of agricultural products in. I tend to focus on the state of rural development through ict by way of examining itc echoupal initiative. Corporate background itc was incorporated onaugust 24, 1910 under the name of imperialtobacco company of india limited. Today its network reaches more than a million farmers.
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