When growing crops, poor soil, lack of irrigation and volatile weather are constant hurdles, made worse by climate change. Modern agricultural practices and techniques are difficult to access as are credit, high quality agri-inputs, etc. Once crops are ready, inefficient price and weather discovery mechanisms mean that farmers cannot time harvests to get best prices. Marketing, storage, logistic infrastructure are exceedingly inadequate.

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LinkedIn Set in the context of the services provided under-, this case highlights how rural India exploited the use of technology by Indian conglomerate ITC transformed the lives of many rural Indians, while enjoying the company. Constantly plagued an efficient supply chain in rural agriculture, ITC has? PART initiative e-Choupal in Under this initiative, ITC has set up Internet kiosks in small towns that have enabled farmers to access effective and transparent to the traditional mandi for the marketing of alternative products.

The establishment of a direct channel between the producer and the ITC e-Choupal significantly marginalized the role of intermediaries, which guarantees farmers more for their products.

To do this, e-Choupal not only mitigates concerns agricultural supply chain of ICT, but also achieved a good uplift and empower the Indian farmer cheaper. Although e-Choupal was conceived as a response to the ITC for their misfortunes supply chain, the ITC did not take long to realize that they had discovered the delicate balance between achieving profitability and making a social contribution. Aware of the many challenges facing poor rural Indians, ITC has extended its e-Choupal framework to provide basic services such as access to health care, education and information.

Even established links with other companies, including fast there say companies of consumer goods and finance, providing products and services to indigenous peasants who had commanded huge premiums or simply were not available. Evolves into a platform for community development, e-Choupal was both eradicate poverty and reduce the small rural isolation, even as ITC continued to enjoy the benefits of supply chain distribution and functional value.


ITC e-Choupal: Corporate Social Responsibility in Rural India Harvard Case Solution & Analysis

June 30, Are you an educator? Register as a Premium Educator at hbsp. Continually plagued by an inefficient supply chain in rural agriculture, ITC implemented the e-Choupal initiative in Under the initiative, ITC set up small Internet kiosks in villages that allowed farmers access to an efficient and transparent alternative to the traditional mandi for marketing their produce. By establishing a direct channel between the farmer and ITC, e-Choupal significantly marginalized the role of middlemen, thereby ensuring farmers more money for their produce. Aware of the multitude of challenges faced by impoverished rural Indians, ITC extended its e-Choupal framework to deliver core services, such as access to health care, education and information.


ITC e-Choupal: Corporate Social Responsibility in Rural India

The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others. Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity. Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy. This will create another virtuous cycle propelling the economy into a higher growth trajectory.


ITC e-Choupal: Corporate Social Responsibility in Rural India Case Solution & Answer

The company has been undertaking several CSR initiatives over the years and been appreciated for them globally. The question to be look forward "Is it taking the right initiatives and setting standards to follow? Chairman Y. Deveshwar calls this source of inspiration "a commitment beyond the market".


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By Arpita Sharma : INTRODUCTION: In the contemporary India, various forces are at work to change the affect of agriculture extension in India, hitherto perceived as a process of technology transfer [research centers to farmers] to a process of facilitating a wide range of communication, information and advocacy services which are demand driven, pluralistic, sustainable and decentralized. A silent communication revolution is sweeping across rural India where people are using new communication technology such as mobile telephones and browsing internet for a variety of purposes. The number of such users may be small or insignificant at the moment but the very fact that rural people have taken up these new alternatives holds great promise for agriculture and rural development strategies and policy planners, in fact it has been made possible by the recent advances in the ICTs gradually expanding telecommunication infrastructure and motivated services providers. The communication theories and strategies have also taken note of this transformation and evolved new initiatives to harness the potential of ICts for agriculture development.

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