ITC's e-Choupal: Taking E-Business to Farmers

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To download ITC's e-Choupal: Taking E-Business to Farmers case study (Case Code: ITSY023) click on the button below, and select the case from the list of available cases:

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : ITSY023 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


e-Business Application
Case Length : 15 Pages
Period : 2000-2002
Pub Date : 2003
Teaching Note : Not Available
Organization : ITC
Industry : Varied
Countries : India


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.


  Compare and contrast the functioning of the e-choupal system as against the functioning of traditional agribusiness supply chain.


  Page No.
A Quiet Digital Revolution  1
Background Note  2
Detailing the e-Choupal Initiative  4
Overcoming Problems & Challenges  6
On an Expansion Spree  7
Beyond Commodity Trading  9
Looking Ahead 10
Exhibits 12


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

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