16-01-2013, 12:09 PM
E –choupal experience of ITC
E –choupal.ppt (Size: 185.5 KB / Downloads: 22)
Inception of e-choupal
The idea of creating and leveraging an electronic market place came from the brainstorming session done by senior executives of ITC-IBD
The project was initiated with the objective of achieving a win-win situation for both farmers and the company.
e-choupal concept
e-choupal is a virtual market place where farmers can transact directly with a processor and can realize better price for their produce.
It is a meeting place where vendors and customers come together to do transactions.
Internet is used as a low transaction cost backbone for communication.
Physical delivery of produce to the processor is done through the existing intermediaries.
Background
Agriculture is the backbone of the Indian economy contributing to 26 % of total GDP.
Majority of Indian population earns it livelihood through farming.
Agriculture provides livelihood to about 65% of the labor force and accounts for 8.56% of India's exports
Advantages of e-choupal
e-choupal provides farmers with all the market information and this helps them to become market oriented.
It provides for transparent transactions.
enables the participation of smaller as well as larger players.
eliminates the need for hierarchy of broker
allows larger share of profits to reach the lower end of value chain.
MANAGEMENT TECHNIQUES USED
farmer relationship management workshops for field teams
outbound training program for senior management team including leadership style inventory workshop for improving collaborative management skills
strategy workshops for communicating purpose and generating ideas continuously
training programs for quality testing and entrepreneurial development of the sanchalaks and
creating trust among the contributing farmers as it is the only aspect that can facilitate sustainable working relationships.