6. Market-led business model
# e-Choupal: the single-largest IT-based intervention
# e-Choupal: farmer's decision-making ability
e-choupal
ITC IBD
# Initiated in 2000 in the villages of MP
# Specifically designed to tackle the challenges
# Unshackles the potential of Indian farmer
# Covers 1/6 of rural India
31-01-2015 6e-choupal
11. 31-01-2015 e-choupal 11
THE SANCHALAK
Organizes choupal
gatherings
Works on
commission basis
Performs quality
comparison
Trained by ITC
Sanchalak would use his
assigned user name and
password to access
www.Soyachoupal.Com
All necessary details are
posted on a notice board in
the sanchalak’s house
Smart Card
In March 1999, Sivakumar was challenged by ITC Chairman Y.C. Deveshwar
middlemen clogged the supply chain, reducing profit margins for both farmers and buyers such as ITC. Unfair practices affected the way the farmers were paid, the weighing of the produce, and the amount of time taken by the process. This drastically increased transaction costs, slashing potential profits for the farmer.
The Seed Is Cultivated
Dude…it’s over !!!
The village of Dahod appeared to be an unlikely setting for a technological revolution. Located 25 kilometers south of Bhopal in India’s central state of Madhya Pradesh, Dahod
Before 1999
Farmers were losing 60-70% of the potential value of their crop
Increased transaction costs, slashing potential profits for the farmer.
Minimum investment in crops, Primitive farming style
