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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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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