THE NEW VALUE CHAIN

The ITC E-ChoupalFaryal NajamHammad Salahud-DinShahzad Salahud-DinMahnoor QuddousINDIA; Agriculture sector is home to 72% of the population and 60% of the nations workforce.

The main purpose of ITC is to exercise the strategic choice of contribution and securing the competitiveness of the whole value chain which it is a part.

IBD was the agricultural export division of the ITC and it was lagging behind other divisions by the 1999.

In March 1999 Sivakumar was faced with the challenge to speed up IBD through a new business plan.

Deveshwars idea of digital technologies came in handy.INTRODUCTIONTRADITIONAL MANDI SYSTEMITC HUBITC paid Sanchalak 0.5% commission on sale of soyabean.

Another opportunity to earn 2-3% on item such as herbicides, sowing seeds -order placement5 processing units in Madhya Pradesh39 warehouses + 36 44 points for farmerITCs hub- the soybeans are weighed on a computerized weighbridge8400 villages80% of soyabean and wheat growing areas.and the weight was multiplied by the ITCs published price. Immediate paymentE-ChoupaL

Sivakumar and his team conceived the initiative of ITCs eChaupal.The eChaupal was based on the knowledge sharing present in the traditional chaupal model.

What is e-choupalE-Choupal is a initiative of ITC, to link directly with farmers via the internet for procurement of agriculture and aquaculture products like soyabeans, wheat, coffee etc.

The E-Choupal system was introduced in 1999.The programme installs computers with internet access to offer farmers up-to-date marketing and agriculture information.Updated continuously by ITC Bhopal office

E-ChoupalE-ChoupalE-ChoupalPROCESS

ITC12FUTURE PLANExpand / Diversify (aqua products)

Provide more services to farmers to overcome weaknesses of the system (E-choupal)

New Market move out from Madhya Pardesh