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Presented By: 
Sakina Mhowwala (104) 
Sheetal Rajani (109) 
Shikha Yadav (111) 
Surbhi Molasaria (130) 
Utkarsha Soni (138)
 India is second most populated country in the 
world. 
 Agriculture is the backbone of Indian economy. 
 It contributed 26% of total GDP during 2003. 
 It provides livelihood to about 65% of the labor 
force and accounts for 8.56% of India’s export at 
that time. 
 Various constraints locking farmers into vicious 
cycle.
 Incorporated on August 24,1910 under the name 
of ‘Imperial Tobacco Company’. 
 Renamed as ‘ITC Limited’ in 1974. 
 Features in Forbes A-List. 
 Among top in- 
 Sustained value creation 
 Operating profits 
 Cash profits 
 Among the top companies in FMCG sector.
 Developed by ITC agri-business division 
 Brainchild of S Sivakumar. 
 Promoted by YC Deveshwar, chairman ITC 
 Launched in 2000 
 Benefits 4 million farmers in 40000 villages. 
 Rural India’s largest Internet- based intervention 
which combined Services & Effective Business Model 
successfully.
 Customer centric 
 Used for many commodities and multiple 
transactions 
 Uses local talent and local people and develops 
local leaders 
 Extended to local as well as global procures 
 Nurtures local entrepreneurs 
 Unique CRM program in commodity exports
Inbound 
Logistics 
Display & 
Inspection 
Auction 
Bagging & 
Weighing 
Payment 
Outbound 
Logistics
Tactical Imperative 
Strategic Imperative 
Social Imperative
FARMERS 
SANCHALAK 
PC and 
INTERNET 
CHOUPAL 
SAGAR 
SAMYOJAK 
ITC
Pricing 
Inbound 
Logistics 
Inspection, 
Grading 
Weighing 
Payment 
Hub 
Logistics
 Delivery of real –time information 
 Immediate cash payment 
 Easy access to any e- Choupal 
 Sanchalak is educated & trained in 
computer operations. 
 Low Transactional costs 
 Transparent and Fast Process 
 Use of Technology 
 Provides additional information to Farmers
 Power unavailability in Rural India 
 Poor Telecommunication Infrastructure 
 Lack of proper roads, limiting vehicle access 
 Competitors attempt to divert produce from 
farmers
 Better supply chain for ITC s food 
and agri-business 
 Access to the underserved rural 
markets 
 New ITES business opportunities 
 Shareholding value creation through servicing 
society
 Bulk storage and handling hubs 
 Demand for Unwarranted additional payments by the 
Sanchalaks 
 Threats to execution management due to speed of 
expansion 
 The strained Samyojak –ITC relationship.
Comprehensive knowledge of rural 
markets 
Designing a win-win transaction 
model 
Leveraging the logistics channel 
Selection of Sanchalak 
Evolving as appropriate user 
interface 
Bottom-up model for 
entrepreneurship
 It is referred to business model that 
deliberately target the poorest socio-economic 
group constituting large part of community, 
often using new technology. 
Concept given by C.K. PRAHALAD in his book 
“The fortune at the bottom of pyramid”. 
 E-choupal followed this approach targetting the 
farmers community and derived a profitable 
web based initiative.
 E-Choupal has been most successful initiative to 
wire rural India and to involve the farmers in 
learning. 
 The success of e-Choupal has given new lessons to 
the corporate in the India and abroad.
ITC E- choupal

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ITC E- choupal

  • 1. Presented By: Sakina Mhowwala (104) Sheetal Rajani (109) Shikha Yadav (111) Surbhi Molasaria (130) Utkarsha Soni (138)
  • 2.  India is second most populated country in the world.  Agriculture is the backbone of Indian economy.  It contributed 26% of total GDP during 2003.  It provides livelihood to about 65% of the labor force and accounts for 8.56% of India’s export at that time.  Various constraints locking farmers into vicious cycle.
  • 3.  Incorporated on August 24,1910 under the name of ‘Imperial Tobacco Company’.  Renamed as ‘ITC Limited’ in 1974.  Features in Forbes A-List.  Among top in-  Sustained value creation  Operating profits  Cash profits  Among the top companies in FMCG sector.
  • 4.  Developed by ITC agri-business division  Brainchild of S Sivakumar.  Promoted by YC Deveshwar, chairman ITC  Launched in 2000  Benefits 4 million farmers in 40000 villages.  Rural India’s largest Internet- based intervention which combined Services & Effective Business Model successfully.
  • 5.  Customer centric  Used for many commodities and multiple transactions  Uses local talent and local people and develops local leaders  Extended to local as well as global procures  Nurtures local entrepreneurs  Unique CRM program in commodity exports
  • 6.
  • 7.
  • 8. Inbound Logistics Display & Inspection Auction Bagging & Weighing Payment Outbound Logistics
  • 9. Tactical Imperative Strategic Imperative Social Imperative
  • 10. FARMERS SANCHALAK PC and INTERNET CHOUPAL SAGAR SAMYOJAK ITC
  • 11.
  • 12. Pricing Inbound Logistics Inspection, Grading Weighing Payment Hub Logistics
  • 13.
  • 14.
  • 15.
  • 16.  Delivery of real –time information  Immediate cash payment  Easy access to any e- Choupal  Sanchalak is educated & trained in computer operations.  Low Transactional costs  Transparent and Fast Process  Use of Technology  Provides additional information to Farmers
  • 17.  Power unavailability in Rural India  Poor Telecommunication Infrastructure  Lack of proper roads, limiting vehicle access  Competitors attempt to divert produce from farmers
  • 18.  Better supply chain for ITC s food and agri-business  Access to the underserved rural markets  New ITES business opportunities  Shareholding value creation through servicing society
  • 19.  Bulk storage and handling hubs  Demand for Unwarranted additional payments by the Sanchalaks  Threats to execution management due to speed of expansion  The strained Samyojak –ITC relationship.
  • 20. Comprehensive knowledge of rural markets Designing a win-win transaction model Leveraging the logistics channel Selection of Sanchalak Evolving as appropriate user interface Bottom-up model for entrepreneurship
  • 21.  It is referred to business model that deliberately target the poorest socio-economic group constituting large part of community, often using new technology. Concept given by C.K. PRAHALAD in his book “The fortune at the bottom of pyramid”.  E-choupal followed this approach targetting the farmers community and derived a profitable web based initiative.
  • 22.  E-Choupal has been most successful initiative to wire rural India and to involve the farmers in learning.  The success of e-Choupal has given new lessons to the corporate in the India and abroad.