Corporate background itc was incorporated onaugust 24, 1910 under the name of imperialtobacco company of india limited. Even small farmers have gained from the initiative. It has gone on to serve as a highly profitable distribution and product design. Mar 14, 2020 itc echoupal initiative pdf agenda itc echoupal. It still employs more than 58% of population and accounts for 15 % of the gdp. May 02, 2020 itc echoupal case study pdf beginning in, itc set up a network of ict kiosks around the country, called e choupal an open meeting place in a village.
Rajesh panda deputy director, associate professor, sibm, pune email. Itc echaupal contributerssaumya,kiran,musharaf,amrit,dipti,shitanshu. Itc echoupal initiative case solution and analysis, hbs. Nov 14, 2011 itc e choupal started in the year 2000 target area so far 38,000 villages, 6500 kiosks, 9 states wholly owned by itcwhy it become a success. It for change case study echoupal an initiative of itc. Rising incomes caused by the economic growth of the country along with greater exposure to urban lifestyles facilitated by improved infrastructure and connectivity have transformed the rural landscape. The echoupal initiative case solution,the echoupal initiative case analysis, the echoupal initiative case study solution, agricultural business unit international corporation is considering sevenyear it initiatives among rural indian farmers. Has plans to expand into uttar pradesh and maharashtra. Itcs echoupal initiative ravi anupindi michigan business school, university of michigan itc group is a large diversified company with interests in tobacco, hospitality industry, and more recently in consumer goods. The system saves procurement costs for itc limited. A success story itc e choupal is a continuously evolving platform, embracing new products, technologies and services in tune with the changing needs of rural india, serving agricultural communities as both producers and consumers.
Choupal haat connecting rural india the choupal haat is a unique platform developed through echoupal for active engagement with the rural audience in an exciting, accessible and pullbased environment. An introduction, 1 stake holder analysis comparison of itcs supply chain of soya bean before echoupal initiative. The itc e choupal initiative case analysis by group 7. Apr 08, 2020 itc echoupal case study pdf beginning in, itc set up a network of ict kiosks around the country, called e choupal an open meeting place in a village. The international business division ibd of the itc. Itc echoupal is a project undertaken by the itc to help the farmers in getting their share of the price which otherwise is eaten by the middlemen. This case study empirically substantiates what economic literature has always been emphasizing, i. This initiative has enabled farmers from over 40, the echoupal is a unique webbased initiative of itc limited, offering farmers required information, products, and services they need. Discusses the achievement, opportunities, and challenges of the managers of the new supply chain.
The echoupal has provided the services that increase efficiency of all stakeholders along the value chain. Infour million farmers used the service via 6, echoupal access points spread over 40, villages in 11 states. Itc motivation to crating e choupal is to revolutionize the agricultural sector and make it more technology driven. The companys ownership progressively indianised, and the name of the company was changed to i. To the uninitiated, an itc echoupal is an internet kiosk in the home of a fellow villager. The credit, according to singh, goes to higher quality seeds, inputs and farming methods he has been able to adapt with access to timely information on weather conductions, prices across different local markets and services from the e.
Itc e choupal ppt final free download as powerpoint presentation. Only initiative to attempt to combine services and an effective business model successfullydesigned to address the issues such as. Discover our other sites an actionoriented ee of methods, mindsets and thought starters to help innovators design circular solutions that are fit for the future. Ibd of one of indias leading private companies, itc ltd. Jul 12, 2019 there is a strategic element to this initiative. Deveshwar to generate a new business plan for the international business division that would bring it up to speed, both in itcs realm as well as in the global commodities exporting market. Itc ltd itc was incorporated on august 24, 1910, under the name imperial. International research journal of management science. The echoupal initiative case solution and analysis, hbr case. Scribd is the worlds largest social reading and publishing site. Pdf the itc echoupal initiative case analysis by group 7. The e choupal initiative provides internet access to connect and unite farmers by teaching them more efficient farming methods and wholesaler accountability strategies. Nov 18, 2014 this case study empirically substantiates what economic literature has always been emphasizing, i.
Itc e chaupal contributerssaumya,kiran,musharaf,amrit,dipti,shitanshu. Itc echoupal case study pdf beginning in, itc set up a network of ict kiosks around the country, called echoupal an open meeting place in a village. Itc echoupal initiative case solution and analysis, hbr. The itc echoupal initiative case analysis by group 7. Jan 23, 2020 infour million farmers used the service via 6, echoupal access points spread over 40, villages in 11 states. What works case study itc s echoupal and profitable rural transformation 1 executive summary agriculture is vital to india. Apart from government and developmental agencies initiatives, rural information. Choupal pradarshan khet csr initiative through itc echoupal 53. The echoupal has revised the antiquated soybean export supply with digital technology in rural farming villages. Itc e choupal is a project undertaken by the itc to help the farmers in getting their share of the price which otherwise is eaten by the middlemen.
The echoupal initiative case solution and analysis, hbr. Echoupal is an initiative of itcindian tobacco company limited a. The itc echoupal initiative case analysis by group 7 raghav singla increased profits all round farmers are already reporting the benefits from using echoupal. It is now universally acknowledged that no longterm economic growth agenda for india can be feasible without including in its fold the agricultural sector, which is home to 72% of the population and 60% of the. Should the company expand the initiative throughout the country. This initiative from itc1 has become a benchmark today in the ict initiatives in agrosector. The itc echoupal initiative 604016 3 a seed is planted in march 1999, sivakumar was challenged by itc chairman y. Itc echoupal ppt final free download as powerpoint presentation. The itc echoupal initiative case analysis by group 7 raghav singla our work approach activities regions. Based on a clever understanding of technology, sociology, and the incentives of the various actors, the echoupal farmers with effective methods of pricing, honest trade and exchange of information for the benefit of everyone in the.
Developing a rural market ehub the case study of echoupal. The concept of echoupal was introduced in june 2000 as an initiative to improve the supply chain by linking directly with farmers for procurement. Information, efficiency, and sustainability in indian. What connects a corporate giant, farmers and we the consumer.
Several best practices can be learned from this initiative, namely. Customized and relevant knowledge is offered to the farmers despite heterogeneous cultures, climates and scales of production. Its international business division was created in 1990 for trading in agricultural commodities. A success story itc echoupal is a continuously evolving platform, embracing new products, technologies and services in tune with the changing needs of rural india, serving agricultural communities as both producers and consumers. In hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. The itc ltds echoupal project has won various national and international awards. The echoupal has reengineered the antiquated soybean export supply chain using digital technology in rural farm villages.
In hindi language a choupal is a village gathering place. The echoupal initiative, among other facets of itcs multidimensional integrated rural development programme, isnt just philanthropy. The itc echoupal initiative case analysis by group 7 raghav singla studt what started initially as a way to modify the procurement process for crops like soy, and wheat, has now turned into a lucrative distribution and product development channel for itc. The e choupal initiative case solution,the e choupal initiative case analysis, the e choupal initiative case study solution, agricultural business unit international corporation is considering sevenyear it initiatives among rural indian farmers.
Itc ltd itc was incorporated on august 24, 1910, under the name imperial tobacco. The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers. What connects a corporate giant, farmers and we the. Jun 21, 2019 the itc echoupal initiative case analysis by group 7 raghav singla studt what started initially as a way to modify the procurement process for crops like soy, and wheat, has now turned into a lucrative distribution and product development channel for itc.
Based on a clever understanding of technology, sociology, and the incentives of the various players involved, the echoupal provides farmers with effective methods of price discovery, honest trading, and information sharing. Based on a clever understanding of technology, sociology, and the. What works case study itcs echoupal and profitable rural transformation 1 executive summary agriculture is vital to india. The concept of echoupal was introduced in june as an initiative to improve the supply chain by linking directly with farmers for procurement. We close the chapter with a discussion on how itcs echoupal is. Itcs echoupal initiative began by deploying technology to reengineer procurement of soya and other crops from rural india. Itc is a leading indian company with revenues close to usd 7 billion 2010. Jan 04, 2018 the echoupal initiative, among other facets of itcs multidimensional integrated rural development programme, isnt just philanthropy. As indias kissan company, itc has taken care to involve farmers in the designing and management of the entire e choupal initiative. The echoupal initiative provides internet access to connect and unite farmers by teaching them more efficient farming methods and wholesaler accountability strategies. Itc echoupal rural indias largest internetbased intervention. E choupal is an initiative of itcindian tobacco company limited a.
The echoupal initiative whereby a choupal is equipped with a. Itc echoupal case study pdf beginning in, itc set up a network of ict kiosks around the country, called e choupal an open meeting place in a village. Targetting itv million farmers in echoupal network by itc to set up a shopping complex at ujjain businessstandard. They see the e choupal as the new age cooperative for all practical purposes. They see the echoupal as the new age cooperative for all practical purposes. The impact of itc e choupal initiative will be more effective if takes care of these few upgrading steps. The echoupal initiative, whereby a choupal is equipped with a computer and internet connectivity, is the brainchild of. Itc echoupal free download as powerpoint presentation. Pdf the itc echoupal initiative case analysis by group. Itc e choupal free download as powerpoint presentation.
The itc echoupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with echouupal communities. The haat provides an opportunity to closely interact with and understand the needs of the target audience and offer solutions through an ecosystem of itc and its multiple partners. Given indias size and the various challenges involved, expansion would not be an easy task. A case study on rural marketing initiative management case prof.
It produces 23% of gdp, feeds a billion people, and employs 66% of the workforce. They are generally located within walking distance or a 5km radius. As indias kissan company, itc has taken care to involve farmers in the designing and management of the entire echoupal initiative. The rural economy in india has witnessed major changes over the past decade or so. Because of the green revolution, indias agricultural productivity has improved to the point. Itc echoupal ecosystem the itc echoupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with local communities. An introduction, 1 stake holder analysis comparison of itc s supply chain of soya bean before echoupal initiative. Due to the echoupal services, farmers have seen a rise in their income levels because of rise in yields, improvement in quality of output and a fall in transaction costs. By operating across the agrivalue chain, itc is able to source raw materials directly from farmers, thereby ensuring safe and quality food products for its.
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