- e-Choupal Ecosystem
- Afforestation Programme
- Watershed Management
- Sustainable Agriculture
- Livestock Development
- Women Empowerment
- Primary Education
- Skilling & Vocational Training
- Health & Sanitation
- Solid Waste Management
Indian farmers, especially small and marginal ones, must fight challenges on multiple fronts. 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. The deep disconnect from the market prevents them from being able to align their crops to rapidly evolving consumer preferences.
In a pioneering move, ITC set up village internet kiosks - e-Choupals - which made real-time, up-to-date, relevant information on weather, price discovery, agri knowhow and best practices, etc readily available. The kiosks are managed by trained local farmers who help the local agricultural community to access the information in their local language.
With appropriate knowledge and services available virtually at the farm gate, farmers have been able to raise productivity, improve quality, manage risk and earn better prices. By creating a more efficient marketing channel, e-Choupal reduces transaction costs and helps farmers to adjust/fine-tune crops types and qualities to changing trends.
The largest internet-based intervention in rural India, e-Choupal has grown into an ecosystem of services that addresses diverse rural needs, from agri-extension and other farm-related offerings to retail avenues to insurance and healthcare.
mainly Small &
Primary Beneficiaries, Key Decision-makers, Co-creators (portal design, service offerings)
Beneficiary, Facilitator - bridge between ITC and user farmers
Partners in providing content for e-Choupal portal & various service offered through ecosystem
Facilitator, R&D, Programme Design, Funding, Monitoring & Evaluation
Information on price, weather, agri knowhow, best crop practices and latest agronomic techniques provided in local languages through ITC's dedicated website
Kiosk managed by lead farmer - 'sanchalaks' who are trained to help their fellow farmers access the information and services offered free to all
1 kiosk typically serves about 500 farmers in 10 villages in a radius of about 5 kms
Farmers using kiosks are able to aggregate demand to obtain higher quality inputs at lower costs - especially beneficial for smaller farmers
Promote best practices and give farmers easy access o expert advice from agricultural professionals so that solutions can be tailored to local conditions
Enable farmers to raise crop productivity and quality, optimise natural resource usage and align produce to market demands - making farming more profitable and sustainable
ITC's procurement and storage facilities
retail space for agricultural equipment and personal consumption products
pharmacy and health centres
Events modeled on the lines of village markets and fairs - stalls, interactive games and competitions, product sampling, etc
Forum for ITC and other companies to communicate the value and benefits of their brands and services
Healthcare services focus on: family planning, diarrhoea prevention & management, menstrual hygiene, sanitation and general nutrition
Implemented through partnerships with reputed organisations that assure credibility and quality
Operates through a network of Village Health Champions (VHCs) - local women trained to provide these services
VHCs earn supplementary income and promote positive behavioural change in their communities