Impact of echoupal on information empowerment of rural. For example, uptodate market information, including demand data, which can help address the mismatch of supply and demand that often forces farmers to. Marketing mastermind magazine erural marketing indian corporate sector indian rural market rural marketing indian companies telecommunication services national rural employment guarantee scheme fast moving consumer goods fmcg aquacultural products echoupal system virtual marketing. Jul 27, 2016 echoupal model of itc rural marketing 1.
Rural marketing text and cases download ebook pdf, epub. The company received this award for its e choupal and social and farm forestry initiatives that are impactfully transforming lives and landscapes in rural india. Bowonder, vinay gupta and amit singh abstract ict has potential to make significant inroads in a traditional agrarian economy like india. Echoupal is a virtual market place where farmers can transact directly with a. What works case study itcs e choupal and profitable rural transformation 1 executive summary agriculture is vital to india. The itc echoupal ict is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. Itc not only transformed the business of farming but also with it the life of. Limited developed the echoupals to the rural areas of. Pdf itcs echoupal is internet kiosk, village gathering place and. With more than 70% of the indian population living in rural areas and. In hindi language a choupal is a village gathering place.
The echoupal initiative directly links the rural farmers with the company for the. Corporate social responsibility in rural india case solution, set in the context of the services provided under, this case highlights how rural india exploited the use of technology by indian conglomerate itc transfo. Itc holds out mall hope for villagers the telegraph. The itc ltd finances the establishment of echoupals in villages. Upon stduy echoupal, indian farmers have an unprecedented volume and range of resources at their fingertips. May 17, 2007 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. Corporate social responsibility in rural india case solution, this case is about government, operations management, social enterprise, social responsibility publication date. This case study is part of a research project that sought to analyse how different telecentre models approach development on the ground, proceeding to. Developing a rural market ehub the case study of echoupal experience of itc b. Marketers need to understand the psychology of the rural consumers and then act consequently.
It produces 23% of gdp, feeds a billion people, and employs 66% of the workforce. E choupal today is the worlds largest rural digital infrastructure covering 40,000 villages and benefiting 4 million farmers. The echoupal initiative provides internet access to connect and unite farmers by teaching them more efficient farming methods and wholesaler accountability strategies. As a result of the above analysis, we are in a position to define rural marketing rural marketing can be seen as a function which manages all those activities. The itc echoupal initiative is a powerful example of a business model that delivers largescale societal value by cocreating rural markets with local communities. This same rule stands good for rural marketing also. 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.
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. Itc plans to coverha of chiupal private wasteland with green cover in a decade. Because of the green revolution, indias agricultural productivity has improved to the point. Rural marketing echoupal model of itc submitted to. 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. Lintas media arm, echoupal join to launch bharat barometer blonnet. E choupal it is a virtual market place where farmers can transact directly. The e choupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a large. It also provides the link to integrated rural service centers serving 40 e choupal each, where farmers can sell their produce and buy seeds, fertilizer, supplies and consumer. The power of ict for farmers empowerment in india sharma, dr. This book excerpt outlines how saucy, edgy fastrack was conceived out of the titan stable and evolved into ict the echoupal model creates a significant twoway multidimensional channel, which can efficiently carry products and services into and out of rural india, while recovering the associated costs through agrisourcing led efficiencies, the company states. The farmer and sanchalak are free to use the e choupal and develop new uses. Using haats, melas and mandis for planning and developing the communication strategy. According to the national commission on agriculture, rural marketing is a process which starts with a decision to produce a saleable farm commodity and it involves all the aspects of market structure or system, both functional and institutional, based on technical and economic considerations, and includes pre and postharvest operations.
It also provides excellent insight into how corporations can improve both profits and lifestyles in developing nations while bolstering their worldwide competitiveness. 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. Rural marketing represented the emergent distinct activity of attracting and serving rural markets to fulfil the needs and wants of persons, households and occupations of rural people. How does itc manage the dilemma of balancing its profit objectives with its social objectives and expectations in implementing csr. 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. 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. The echoupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a.
This site is like a library, use search box in the widget to get ebook that you want. Itc echoupal rural indias largest internetbased intervention. 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. It also provides the link to integrated rural service centers serving 40 echoupal each, where farmers can sell their produce and buy seeds, fertilizer, supplies and consumer.
Corporate social responsibility in rural india case analysis, itc e choupal. The need is for an effective and efficient distribution system for agriproduce and provision for supply demand transparency. Continually plagued by an inefficient supply chain in rural agriculture, itc implemented the echoupal initiative in 2000. Marketing mastermind magazine e rural marketing indian corporate sector indian rural market rural marketing indian companies telecommunication services national rural employment guarantee scheme fast moving consumer goods fmcg aquacultural products e choupal system virtual marketing. A number of large players across sectors have looked at the rural market with innovative business. Strategies to be followed in indian rural market a marketing strategy. Jun 27, 2019 to the uninitiated, an itc e choupal is an internet e choupzl in the home of a fellow villager. The award provides impetus to sustainable development and. The echoupal system has also catalyzed rural transformation that is helping to alleviate rural. Namrata singh, 10% of hlls rural sales from project shakti. To the uninitiated, an itc echoupal is an internet echoupzl in the home of a fellow villager. Project shakti, e choupal, stores large format retailand more.
Companies like hindustan lever, colgate palmolive, britannia and even multinational companies mncs like pepsi, coca cola, l. 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. Corporate social responsibility in rural india case solution,itc e choupal. Itc e choupal ecosystem the itc e choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with local communities. The corporate social responsibility award 2004 from the energy and resources institute teri for its echoupal initiative. Actual experiences and learning from grassroots development programmes. Evolving the framework of rural marketing in the rural environment. What works case study itcs echoupal and profitable rural transformation 1 executive summary agriculture is vital to india. Effects of e choupal itc limited has now established computers and internet access in rural areas across several agricultural regions of the country, where the farmers can directly negotiate the sale of their. Abstract in hindi an indian language spoken in most parts of northern and central india, a choupal is a village gathering place. Internet will extend electronic marketplace and make it the ultimate gobetween, the. The corporate social responsibility award 2004 from the energy and resources institute teri for its e choupal initiative. International business division started a unique initiative e choupal. Agricultural marketing in india ecommerce in india.
Indeed, many writers suggest that rural marketing an easy task. Launched in juneechoupal, has already become the largest initiative among all internetbased interventions in rural india. Research scholar, faculty of management studies, mohan lal sukhadia university, udaipur rajasthan. The echoupal initiativewhereby a choupal is equipped with a computer and internet connectivityis the brainchild of a large. Sep 10, 2010 we use your linkedin profile and activity data to personalize ads and to show you more relevant ads. Focus on value added agri commodities unique crm program in commodity exports leveraging it for the transformational echoupal initiative rural indias largest internetbased intervention over 40,000 villages linked through 6500 echoupals. The e choupal initiative whereby a choupal is equipped with a computer and internet connectivity is the brainchild of a large agricultural processing company in india, the indian tobacco company. Rajesh panda deputy director, associate professor, sibm, pune email. Jan 09, 2020 itc holds out mall hope for villagers the telegraph. Jun 21, 2019 echoupal case study pdf case study on itc echoupal.
Although rural india suffers from a weak ict infrastructure and poor literacy. It still employs more than 58% of population and accounts for 15 % of the gdp. Appreciating the imperative of intermediaries in the indian context, echoupal leverages information technology to virtually cluster all the value chain participants, delivering the same benefits as vertical integration does in mature agricultural economies like the usa. A case study on rural marketing initiative management case prof. Rural marketing e choupal model of itc submitted to. Corporate social responsibility in rural india case study solution, set against the background of underserved, overexploitation of rural india, this case shows how the use of technology to indian conglomerate itc has tran. Rural marketing has become the latest mantra of most corporate. Developing a rural market ehub the case study of echoupal. Coming to the frame work of rural marketing, rural marketing broadly. Apr 05, 2020 this book excerpt outlines how saucy, edgy fastrack was conceived out of the titan stable and evolved into ict the echoupal model creates a significant twoway multidimensional channel, which can efficiently carry products and services into and out of rural india, while recovering the associated costs through agrisourcing led efficiencies, the company states. Continually plagued by an inefficient supply chain in rural agriculture, itc implemented the e choupal initiative in 2000.
Itcs echoupal movement initiatives of rural development in india by itc limited 20. The itc e choupal initiative is a powerful illustration of a unique and innovative model that delivers significant societal value by cocreating rural markets with e chouupal. The reforms in this sector need to catch up with the pace of development in. How well does the itc echoupal initiative really respond to the development meets, concerns and priorities of rural india. Itc echoupal an idea for upliftment of rural india e choupal is an initiative of itc limited a large multi business conglomerate in india to link directly with rural farmers for procurement of agricultural aquaculture produce like soybeans, wheat, coffee, and prawns. Aug 12, 2019 itc plans to coverha of chiupal private wasteland with green cover in a decade. Itcs profit objectives and social objectives are not conflicting. Rajesh panda deputy director, associate professor, sibm, pune e mail. Lintas media arm, e choupal join to launch bharat barometer blonnet. Click download or read online button to get rural marketing text and cases book now. Developing a rural market ehub the case study of e. 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.