Chaupal Sagar

Choupal Saagar
Group:- 4
•ITC's pre-eminent position as one of India's leading corporate in
the agricultural sector is based on strong and enduring farmer
partnerships that has revolutionized and transformed the rural
agricultural sector.
•A unique rural digital infrastructure network, coupled with deep
understanding of agricultural practices and intensive research, has
built a competitive and efficient supply chain that creates and
delivers immense value across the agricultural value chain.
•One of the largest exporters of agri products from the country,
ITC sources the finest of Indian Feed Ingredients, Food Grains,
Edible Nuts, Marine Products, Processed Fruits, Coffee & Spices
ITC's Agri Business Division
• ITC's Agribusiness Division is the country's second largest
exporter of agri-products with exports of over Rs. 1000
Crores (Rs. 10 billion). Its domestic sales of agri-products
are in excess of Rs. 1500 Crores (Rs. 15 billion). It currently
focuses on exports and domestic trading of:•
o Feed Ingredients - Soyameal
o Food Grains - Rice (Basmati & Non Basmati), Wheat, Pulses
o Edible Nuts - Sesame Seeds, HPS Groundnuts, Castor oil
o Marine Products - Shrimps and Prawns
o Processed Fruits - Fruit Purees/Concentrates, IQF/Frozen Fruits,
Organic Fruit Products, Fresh Fruits
o Coffee & Spices - Coffee, Black Pepper, Chilly, Turmeric,
Ginger, Celery and other Seed Spices
Farmer empowerment through
e-Choupals
• ITC's unique strength in this business is the extensive backward
linkages it has established with the farmers. This networking with
the farming community has enabled ITC to build a highly cost
effective procurement system.
• ITC has made significant investments in web-enabling the Indian
farmer.
• Christened 'e-Choupal', ITC's empowerment plan for the farmer
centers around providing Internet kiosks in villages. Farmers use
this technology infrastructure to access on-line information from
ITC's farmer-friendly website www.echoupal.com.
• Data accessed by the farmers relate to the weather, crop conditions,
best practices in farming, ruling international prices and a host of
other relevant information. e-Choupal today is the world's largest
rural digital infrastructure.
• The unique e-Choupal model creates a significant two-way
multi-dimensional channel which can efficiently carry
products and services into and out of rural India, while
recovering the associated costs through agri-sourcing led
efficiencies.
• This initiative now comprises about 6500 installations
covering nearly 40,000 villages and serving over 4 million
farmers.
• Currently, the 'e-Choupal' website provides information to
farmers across the 10 States of Madhya Pradesh, Haryana,
Uttarakhand, Uttar Pradesh, Rajasthan, Karnataka,
Maharashtra, Andhra Pradesh, Kerala and Tamil Nadu.
• Over the next 5 years it is ITC's Vision to create a network of
20,000 e-Choupals, thereby extending coverage to 100,000
villages representing one sixth of rural India.
• Supporting the e-Choupal
network are ITC's
procurement teams, handling
agents and contemporary
warehousing facilities across
India, enabling its Agri
Business to source identity-
preserved merchandise even
at short notice.
• ITC's processors are handpicked, reliable high quality outfits
who ensure hygienic processing and modern packaging.
• Strict quality control is exercised at each stage to preserve the

natural flavour, taste and aroma of the various agri products.
Choupal Saagar
• Following the success of the e-Choupal, the Company
launched Choupal Saagar, a physical infrastructure hub that
comprises collection and storage facilities and a unique rural
hypermarket that offers multiple services under one roof.
• This landmark infrastructure, which has set new
benchmarks for rural consumers also incorporates farmer
facilitation centres with services such as sourcing, training,
soil testing, health clinic, cafeteria, banking, investment
services, fuel station etc.
• 24 'Choupal Saagars' have commenced operations in the
states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
ITC is engaged in scaling up the rural retailing initiative to
establish a chain of 100 Choupal Saagars in the near future.
Choupal Saagars are the points of physical
transactions within a tractorable distance
from the same villages. These physical
transactions are not just in retail, but
warehousing of agri produce, fuel station,
health services, soil testing, farm management
training, food court, banking, tractor servicing
and so on.
CONCEPT
Hub and spoke model involving engagement
with farmers in rural India. A rural shopping
mall where farmers can sell their commodities
and can buy almost everything including
cosmetics, garments, electronics, appliances
and even tractors. It serves as an agri-sourcing
centers, shopping centers, and facilitation
centers.
IMPACT
Chaupal Sagar stores have become meeting point for farmers
to transact commerce and exchange useful information. ITC
awarded - Innovation for India Award 2006 for e-Choupal in
the Social Innovations category for business organizations. e-
Choupal specially cited in the Government of India's Economic
Survey of 2006-07 for its transformational impact on rural
lives. e-Choupal is one of the top five alternative channels for
LIC Policy sales, and accounts for 10percent of the national
weather insurance market
PRODUCT MIX AT CHOUPAL SAGAR
The product mix at Choupal Saagar covers a

wide range of categories like Agri-inputs,
Apparel & Footwear, Grocery, Consumer
Durables, For-the home, Toys & Games,
Music, etc. to ensure that Choupal Saagar is
the one-stop shop for both rural & small town
consumers.
TARGET SEGMENT
The wide range of products and multiple price
points in every category ensure that they are
not forced into such a trade-off. The
Hypermarket format serves consumers from
multiple income segments simultaneously.
CHALLENGES
Most critical challenge is recruitment and

retention of retail talent in rural areas,
especially when the opportunities in this
sector in urban India are also huge.

Chaupal Sagar

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Chaupal Sagar

Uploaded by

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Choupal Saagar

• Strict quality control is exercised at each stage to preserve the

The product mix at Choupal Saagar covers a

Most critical challenge is recruitment and

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