ITC’s e-Choupal :Taking e-business to Farmers

Kalpana Agrawal


Throughout the latter half of the twentieth century, the introduction of information technology exerted a profound influence on the business landscape. Over the course of the last decade, the impact of information technology upon the market and the economy has become increasingly significant.Most notably, the technology boom that occurred during the late 1990s, is e-Choupal spurred in large part by the rapid spread of internet-based business models, produced a period of prosperity and affluence that was virtually unprecedented in its intensity and magnitude.An e-Choupal effort that places computers with internet access in rural farming villages; the e-Choupals serve as both a social gathering place for exchange of information and an e-commerce hub. Computer literate farmer, called the Sanchalak uses the internet and the site to discuss matters with other farmers in the state and country, lookup prices etc and fix prices in the local market.The ITC e-choupal has made a significant network today  which reaches out to over 3.5 million farmers in more than 31,000 villages, enabling them to access crop-specific, customised and comprehensive information in their local language and has won the 'IT excellence award 2005' instituted by the 'MIS Asia' magazine in the category of 'Best business enabler'.The present paper is an attempt to study ITC’s contribution to e-choupal.

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ISSN : 2251-1563