Abstract

The case examines in detail the initiatives taken by leading Indian FMCG company, ITC to utilize the potential of information technology for improving the performance of its agricultural commodities export business in the early 21st century. This exercise, carried out under the name ‘e-choupal’was essentially an effort to build a strong supply chain network for sourcing of agricultural products. The case discusses in detail how the company designed and executed the e-choupal project in the country’s rural areas. The measures taken to overcome the various problems faced while implementing this program have been explored in depth. The case also describes the benefits that the company derived out of the e-choupal initiative and provides information regarding ITC’s future plans to make optimum use of the network.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• e-Commerce & small scale/traditional farmers.

Keywords

Indian, FMCG, company, ITC, information technology, agricultural commodities, export business, 21st century, e-choupal, supply chain network, agricultural products, rural areas