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