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Rural Marketing

|About e-Choupal |[pic] |

|ITC’s Agri Business Division, one of India’s largest exporters of agricultural commodities, has conceived e-Choupal as a more efficient |
|supply chain aimed at delivering value to its customers around the world on a sustainable basis. |
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|The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, |
|characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others. |
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|‘e-Choupal’ also unshackles the potential of Indian farmer who has been trapped in a vicious cycle of low risk taking ability - low |
|investment - low productivity - weak market orientation - low value addition - low margin - low risk taking ability. This made him and |
|Indian agribusiness sector globally uncompetitive, despite rich & abundant natural resources. |
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|Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, |
|higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity. |
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