1. ITC’s e-Choupal

2. TOWN Mandi
VILLAGE
Farmer
TRADITIONAL MODEL FOR SELLING FARM PRODUCE

3. Three layers of
e-Choupal business platform
• The first layer consists of the village level ICT kiosks with internet access,
managed by an ITC trained local farmer called the Sancalak within walking
distance of each target farmer
• The second layer consist of a bricks-and-mortar infrastructure called hubs
managed by the traditional intermediary who has local knowledge /skills
called Samyojak in his new role and within tractorable distance of the
target farmer
• The third layer consists of a network of companies (consumers of farmers
products and providers of products and services to the farmers)
orchestrated by ITC providing a pan-Indian presence (Choupal Sagar)
Together this three-layered infrastructure allows ITC to provide a
complete end-to-end solution to satisfy the needs of both the farmers
and consumers at village as well as global level.

4. Global market
PAN-INDIAN Choupal Sagar
TOWN Samyojak Hub
Village-level kiosks
VILLAGE Sanchalak
Or e-Choupal
Farmer
THE e-CHOUPAL PLATFORM