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ITC’s e-Choupal: An Overview

ITC’s e-Choupal: An Overview Kuttayan Annamalai Sachin Rao University of Michigan Business School e-Choupals: An Overview Sanchalak ITC Village VSAT/ Internet Information Flow ITC Local Hub Samyojak Physical Flow Agricultural Best-Practices, Weather, FAQ’s Prices Produce

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ITC’s e-Choupal: An Overview

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  1. ITC’s e-Choupal: An Overview Kuttayan Annamalai Sachin Rao University of Michigan Business School

  2. e-Choupals: An Overview Sanchalak ITC Village VSAT/ Internet Information Flow ITC Local Hub Samyojak Physical Flow Agricultural Best-Practices, Weather, FAQ’s Prices Produce Virtuous Cycle Aggregated demand for inputs Agricultural Inputs Information from the ‘trenches’ Ideas for new products and services

  3. Farmers’ Gains • Access to information • Empowered decisions • Improved agriculture • Economic benefits through lower transaction costs and process efficiencies • Served with dignity • Knowledge bundled sale of goods and services • Co-opted in product design • Hope for a brighter future

  4. ITC’s Gains • Lower procurement costs • Direct interaction with farmers - Control on quality & supply security • Low cost distribution channel • Access to market intelligence

  5. Role of Technology • Allows ITC to communicate with a million farmers • Enables real time information access • Price discovery – • Captures farm-level intelligence • Improves productivity through agricultural education • Orchestrates network that makes e-Choupal possible • IT enabled network of partnerships: Agricultural research centers, input providers, banks, agents, and farmers

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