Itcs main motivation behind creating echoupal was to generate more sales in agriculture. Echoupal has also established a lowcost fulfillment system focused on the needs of rural india that has helped in mitigating rural isolation, create more transparency for farmers, and improve their productivity and incomes. Rajesh panda deputy director, associate professor, sibm, pune email. This initiative has enabled farmers from over 40,000 villages to make better choices and offered insights on better farm practices. Itc echoupal initiative case solution and analysis, hbr. Over the past few years the rural markets have emerged as one of the most lucrative markets for the indian markets. Rural marketing echoupal model of itc submitted to.
The largest internetbased intervention in rural india, echoupal has grown into an ecosystem of services that addresses diverse rural needs, from agriextension and other farm. The farmers can sell their produce, buy a variety of products, receive all the information needed to improve their yields and get a better price for the produce through echoupal. This case looked at the cost benefit factor of e choupal model in rural india from socioeconomic perspective since it is being projected as one of the models of rural empowerment. Empirical literature was referred to build a link between various rural issues and e. Consumer behaviour in the rural marketing environment 8 lectures evolution of rural marketing in india rural marketing environment and its impact on marketing operations physical. Jan 09, 2020 itc holds out mall hope for villagers the telegraph. Itc holds out mall hope for villagers the telegraph. Rural marketing a concept of marketing management baljeet kaur guru nanak khalsa college for women, ludhiana.
The purpose is to inform and empower them and, as a result, to improve the quality of agricultural goods and the quality of life for farmers. Developing a rural market ehub the case study of e. It for change case study echoupal an initiative of itc. Sourcing from small rural suppliers on a mass scale. Itc echoupal ppt free download as powerpoint presentation. In hindi language a choupal is a village gathering place. Beginning in, itc set up a network of ict kiosks around the country, called e choupal an open meeting place in a village. E choupal is an initiative of itcindian tobacco company limited a. In todays challenging environment the management of rural markets is an important task. The itc, on implementing the echoupal sought to improve the supply distribution chain by payment method and all in all, eliminate the inefficiencies that the mandis system posed. Because of the green revolution, indias agricultural productivity has improved to the point. It will reduce the operational cost of echoupal such as it infrastructure and transaction costs. What was itcs motivation for creating the echoupal.
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. When the echoupal concept was first proposed, there was initial hesitation by. Itcs globally recognised echoupal initiative is the worlds largest rural digital infrastructure benefiting over 4 million farming families. An introduction, 1 stake holder analysis comparison of status of supply chain 2 before and after itc echoupal critical analysis, and comparison 3 with hkb 4 future scope company logo. Itcs agri business division, one of indias largest exporters of agricultural commodities, has conceived echoupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. It produces 23% of gdp, feeds a billion people, and employs 66% of the workforce. The choupal haat is a unique platform developed through e choupal for active engagement with the rural audience in an exciting, accessible and pullbased environment.
Developing a rural market ehub the case study of echoupal. Discuss marketing strategy of itc within the marketing management forums, part of the publish upload project or download reference project category. The itc group which was one of indias foremost private sectors saw the need to address these inefficiencies and therefore gave birth to a system called the echoupal. Mohanbir sawhney, mccormick tribune professor of technology, kellogg school of management, usa. It will reduce the operational cost of e choupal such as it infrastructure and transaction costs. Namrata singh, 10% of hlls rural sales from project shakti. Corporate social responsibility in rural india case solution, set against the backdrop of the underserved, overexploited rural india, this case highlights how the use of technology by the indian conglomerate itc, the. Itcs agri business division, one of indias largest exporters of agricultural commodities, has conceived echoupal as a more efficient supply chain aimed at delivering value to its customers. Itc rural marketing in india case study management paradise. Final ppt 4 marketing itc authorstream presentation. F m a e choupal rural twoway fulfillment a r capability r m. The weighing too was manual and farmers often complained of. Provide the service as marketplace for commodities where itc is not a. Lintas media arm, e choupal join to launch bharat barometer blonnet.
Impact of echoupal on information empowerment of rural. Research scholar, faculty of management studies, mohan lal sukhadia university, udaipur rajasthan. Beginning in, itc set up a network of ict kiosks around the country, called echoupal an open meeting place in a village. Bowonder, vinay gupta and amit singh abstract ict has potential to make significant inroads in a traditional agrarian economy like india. The present paper makes an attempt to explore the possibilities of implementing the echoupal in odisha. It produces 23% of gdp, feeds a billion people, and employs 66% of the.
The farmers can sell their produce, buy a variety of products, receive all the information needed to improve their yields and get a better price for the produce through e choupal. Corporate background itc was incorporated onaugust 24, 1910 under the name of imperialtobacco company of india limited. Developing a rural market e hub the case study of e choupal experience of itc b. Egram project, the corporateled venture by itc called echoupal, the private enterprise model of drishtee, and the. Corporate social responsibility in rural india case study solution, set against the backdrop of underserved, over exploited rural india, this case highlights the use of technology by the indian conglomerate itc transformed. Corporate social responsibility in rural india case analysis, itc e choupal. Marketing value added products and services to rural india, in addition to marketing agri inputs, through e choupal system. Itc echoupal initiative case solution,itc echoupal initiative case analysis, itc echoupal initiative case study solution, soybean farmers in india have traditionally sold their products through the inefficient and often unfair physical markets mandi. The concept of echoupal was introduced in june 2000 as an initiative to. Itc has worked closely with farmers in designing and managing the entire e choupal initiative.
F m a echoupal rural twoway fulfillment a r capability r m k. Itc s agri business division, one of indias largest exporters of agricultural commodities, has conceived e choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. What connects a corporate giant, farmers and we the consumer. There is inflow of products into rural markets for production or consumption and there is also outflow of products to urban areas what is rural marketing. E choupal has also established a lowcost fulfillment system focused on the needs of rural india that has helped in mitigating rural isolation, create more transparency for farmers, and improve their productivity and incomes. 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.
Itc gives bonus points for produce which are much higher than quality norm. Abstract in hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. Itc has a diversified presence in cigarettes, hotels, paperboards of rural value systems that not a single case of theft, misappropriation. Limited developed the echoupals to the rural areas of india.
What connects a corporate giant, farmers and we the. Marketing value added products and services to rural india, in addition to marketing agri inputs, through echoupal system. Lintas media arm, echoupal join to launch bharat barometer blonnet. Itc limited has now established computers and internet access in rural areas across several. Launched in june 2000, echoupal has already become the largest private sector initiative among all internetbased interventions in rural india. The echoupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a large. Kishore singh, echoupal farmer, narsinghkheda village, sehore district, madhya pradesh the echoupal is an important component of itcs multidimensional integrated rural development program that has evolved from its deep understanding of the challenges and opportunities inherent in the farm sector.
What works case study itcs echoupal and profitable rural transformation 1 executive summary agriculture is vital to india. A case study on rural marketing initiative management case prof. Itc echoupal rural indias largest internetbased intervention. Here we tried to highlight the various challenges faced by the farmers in rural areas. Itcs echoupal movement initiatives of rural development in india by itc limited 20. Corporate social responsibility in rural india case solution,itc e choupal. Itcs echoupal and profitable rural transformation by. The choupal haat is a unique platform developed through echoupal for active engagement with the rural audience in an exciting, accessible and pullbased environment. The echoupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a. Developing a rural market ehub the case study of echoupal experience of itc b. The itc echoupal ict is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. The itc e choupal ict is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities.
Itc infotech, a global it services company and a fully owned subsidiary of itc ltd has been ranked amongst the the top specialty application development providers in 2007 global services 100 listing. Itcs agro business division has set up internet access kiosks in villages of india to enable farmers. This case study is part of a research project that sought to analyse how different telecentre models approach development on the ground, proceeding to. This case looked at the cost benefit factor of echoupal model in rural india from socioeconomic perspective since it is being projected as one of the models of rural empowerment. Itc s e choupal and profitable rural transformation by. Inspired by its mission to create enduring value for the nation and its stakeholders, itc has developed an integrated rural development programme that fosters sustainable and inclusive growth in india.
The companys ownership progressively indianised, and the name of the company was changed to i. Itc also uses echoupal as a medium to advertise consumer products. Itc has worked closely with farmers in designing and managing the entire echoupal initiative. E choupal it is a virtual market place where farmers can transact directly with a. The international business division ibd, which was the agricultural division of itc, was lagging. The itc, on implementing the e choupal sought to improve the supply distribution chain by payment method and all in all, eliminate the inefficiencies that the mandis system posed. Consumer behaviour in the rural marketing environment 8 lectures. Jan 04, 2018 what connects a corporate giant, farmers and we the consumer. The itc group which was one of indias foremost private sectors saw the need to address these inefficiencies and therefore gave birth to a system called the e choupal. The echoupal also providers daily need items manufactured by itc. Itc s agri business division, one of indias largest exporters of agricultural commodities, has conceived echoupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. The idea of creating and leveraging an electronic market place came from the brainstorming session done by senior executives of itcibd. By creating a more efficient marketing channel, echoupal reduces transaction costs and helps farmers to adjustfinetune crops types and qualities to changing trends. The programme is a 360degree intervention that enables comprehensive development of the rural ecosystem through information.
This also provided indirect benefits to the company reducing the risk in several areas of the supply chain 4. It still employs more than 58% of population and accounts for 15 % of the gdp. Itc echoupal ppt final free download as powerpoint presentation. Itc rural marketing in india case study june 22nd, 2015 rural marketing is in full swing and the companies know that this is the best time to induce consumer from rural marketing. I am greatly impressed by the role of echoupals, a fine example of publicprivate partnership in agriculture.
Interestingly, the echoupal concept was not meant to destroy the existing. The e choupal initiative whereby a choupal is equipped with. Julie echter, bailey jefferson, kylie goosmann, haley miller the future of itc effects partner with banks to offer farmers credit, insurance, etc. The international business division ibd, which was the agricultural division of itc, was lagging behind other divisions tobacco, retail, etc.
572 1303 1179 524 367 1424 37 346 36 1360 286 56 153 1519 1285 319 595 892 1002 74 46 225 1574 663 1029 1144 858 632 654 182 710 1167 1284 807 550 878 367 1225 1456