ITC - Rural Transformation through Technology

 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : ECOA136 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

-
Case Length : 13 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note : Not Available
Countries : India
Industry : -

Abstract:

ITC is one of India's leading Fast Moving Consumer Goods companies. e-Choupal is ITC's unique web based initiative which offers farmers of India the information, products and services they need to improve farm productivity, enhance farm-gate price realization and reduce transaction costs. The case outlines the critical factors in the venture, which have been largely responsible for e-Choupal's success - ITC's extensive knowledge of agriculture, the company's commitment to transparency and the fairness with which both farmers and local partners are treated. What began as an effort to re-engineer the procurement process for soya, wheat, shrimp, and other cropping systems in rural India has also created a highly profitable distribution channel for the company.

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Contents:

  Page No.
Introduction 1
Background Note 1
Genesis of e-Choupal 3
Selling through the e-Choupal Network 6
Looking Ahead 7
Exhibits 9

Keywords:

ITC, Cigarette and tobacco giant, Imperial Tobacco Company of India Limited, Genesis of e-Choupal, The Sanchalak, The Samyojak, e-Choupal and e-Choupal Network

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