ITC E-CHOUPAL CORPORATE SOCIAL RESPONSIBILITY IN RURAL INDIA PDF

Constantly plagued by an inefficient supply chain in rural agriculture, ITC implemented the e-Choupal initiative in Under the initiative, ITC set up little Internet kiosks in villages that enabled farmers access to a transparent and efficient option to the conventional mandi for marketing their produce. By creating an immediate route between ITC and the farmer, e- Choupal marginalized the role of middlemen, thus ensuring farmers more cash for their produce. In doing so, e-Choupal mitigated the agrarian supply chain concerns of ITC but also reached a greater good- authorization and the economic uplift of the Indian farmer. Mindful of the multitude of challenges faced by impoverished rural Indians, ITC expanded its e-Choupal framework to deliver core services, including accessibility to advice, instruction and healthcare.

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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. 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.

Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy. This will create another virtuous cycle propelling the economy into a higher growth trajectory. The aggregation of the demand for farm inputs from individual farmers gives them access to high quality inputs from established and reputed manufacturers at fair prices.

Thereby it significantly reduces transaction costs. While the farmers benefit through enhanced farm productivity and higher farm gate prices, ITC benefits from the lower net cost of procurement despite offering better prices to the farmer having eliminated costs in the supply chain that do not add value.

Several alternative and innovative solutions - some of them expensive - are being deployed to overcome these challenges e. Power back-up through batteries charged by Solar panels, upgrading BSNL exchanges with RNS kits, installation of VSAT equipment, Mobile Choupals, local caching of static content on website to stream in the dynamic content more efficiently, 24x7 helpdesk etc.

The active participation of farmers in this rural initiative has created a sense of ownership in the project among the farmers. Backed by intensive research and knowledge, this initiative provides Agri-extension services which are qualitatively superior and involves pro-active handholding of farmers to ensure productivity gains.

The services are customised to meet local conditions, ensure timely availability of farm inputs including credit, and provide a cluster of farmer schools for capturing indigenous knowledge. This initiative, which has covered over 64, hectares, has a multiplier impact and reaches out to around 70, farmers. Please visit our site: www.

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ITC e-Choupal: Corporate Social Responsibility in Rural India Case Solution & Answer

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. 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. Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy. This will create another virtuous cycle propelling the economy into a higher growth trajectory. The aggregation of the demand for farm inputs from individual farmers gives them access to high quality inputs from established and reputed manufacturers at fair prices. Thereby it significantly reduces transaction costs.

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ITC e-Choupal: Corporate Social Responsibility in Rural India

By Arpita Sharma : INTRODUCTION: In the contemporary India, various forces are at work to change the affect of agriculture extension in India, hitherto perceived as a process of technology transfer [research centers to farmers] to a process of facilitating a wide range of communication, information and advocacy services which are demand driven, pluralistic, sustainable and decentralized. A silent communication revolution is sweeping across rural India where people are using new communication technology such as mobile telephones and browsing internet for a variety of purposes. The number of such users may be small or insignificant at the moment but the very fact that rural people have taken up these new alternatives holds great promise for agriculture and rural development strategies and policy planners, in fact it has been made possible by the recent advances in the ICTs gradually expanding telecommunication infrastructure and motivated services providers. The communication theories and strategies have also taken note of this transformation and evolved new initiatives to harness the potential of ICts for agriculture development. Various public sector as well as private corporation institutions have come forward with innovation ideas and strategies. The initiation of Choupal strategies network is one of them. The e-Choupal is one of the ICT based private agency which is provision inputs and extension service in the field of agriculture.

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ITC e-Choupal: Corporate Social Responsibility in Rural India Harvard Case Solution & Analysis

Communities; and, Employees. The most effective CSR plans ensure that while organizations comply with legislation, their investments also respect the growth and development of marginalized communities and the environment. CSR should also be sustainable — involving activities that an organization can uphold without negatively affecting their business goals. Organizations in India have been quite sensible in taking up CSR initiatives and integrating them into their business processes. It has become progressively projected in the Indian corporate setting because organizations have recognized that besides growing their businesses, it is also important to shape responsible and supportable relationships with the community at large.

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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. The kiosks are managed by trained local farmers who help the local agricultural community to access the information in their local language.

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