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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

Kuttayan Annamalai

Sachin Rao

University of Michigan Business School

e choupals an overview
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

farmers gains
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
itc s gains
ITC’s Gains
  • Lower procurement costs
  • Direct interaction with farmers - Control on quality & supply security
  • Low cost distribution channel
  • Access to market intelligence
role of technology
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