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ITC won the top UNIDO Award at the International Conference on

Sharing Innovative Agri Business Solutions at Cairo (2008)
ITC was the 1st Indian Company and 2nd in the world to win the
Development Gateway Award for its trail-blazing e-Choupal initiative
(2005).
ITC's e-Choupal initiative received the Inaugural World Business
Award from UNDP (2004).
ITC e-Choupal won the Stockholm Challenge Award (2006).
ITC's Agri Business has bagged the RuralMarketing Association of India
(RMAI) Flame Award 2013 in the category of Excellence in Brand
Promotion.
Recognising ITC-ABD's effort, the Government of India has conferred on
it the coveted "Golden Star Trading House" status. ABD has earned
many awards from the Government and various trade organisations
during the past decade for being one of the topmost exporters in
soyameal, rice etc. This impressive track record symbolises ABD's
unbeatable Sourcing and Execution Strength.
Low Risk Appetite
Weak Market
Orientation
Low Investment Low Margins
Low Productivity Low Value Addition
Caught in a vicious
cycle of
underdevelopment
Predicament of Indian Farmers
ITC e-Choupal
Millenial Venture
38,000 villages, 6500 kiosks & 9 states
Services cum Effective Business Model
Issues
1. Fragmented farms
1. Weak institutions
2. Involvement of intermediaries
3. Information Asymmetry


Why ITC thought of e-Choupal





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The Tactical
Imperative
Capture of Intra-day
Price shifts
Seasonal price Inflation
Daily price inflation
ITCs distance from
Farmer
The Strategic
Imperative
Horizontal spread
Vertical presence
Risk management
ITCs Supply chain of Soya bean before e-Choupal
Initiative


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Farmer
Agri-Input
Companies
Dealer/
Stockiest
Retailer
Agril University,
Met Dept,
Insurance Co.
VLW (of Dept of
Agriculture)
Money
Lender
Pakka Adtiya
(Registered Dealer)
KacchaAdtiya
(Un-Registered Dealer)
Trader
Broker
P
r
o
c
e
s
s
o
r
ITC-IBD
ITCs Supply chain of Soya bean after e-Choupal
Initiative



Supply chain of e-choupal
Pricing
Price Benchmarked
e-Choupal Portal Mandi Prices
Sanchalak Activities
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Pricing
Inbound
Logistics
Inspection
Grading
Weighing
and
Payment
Hub
Logistics
Technolog
ical
support
Inbound Logistics
ITC Procurement Hub
ITC factories or Warehouse Operations
Proximity of Processing Centres


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Pricing
Inbound
Logistics
Inspection
Grading
Weighing
and
Payment
Hub
Logistics
Technolog
ical
support
Inspection and Grading
Laboratory Tests
Incentives to encourage Quality
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Pricing
Inbound
Logistics
Inspectio
n Grading
Weighing
and
Payment
Hub
Logistics
Technolo
gical
support
Weighing and Payment
Electronic Weighbridge
Full - cash Payment
Freight Expenses
Documentation
Samyojaks
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Pricing
Inbound
Logistics
Inspectio
n Grading
Weighing
and
Payment
Hub
Logistics
Technolo
gical
support
Hub Logistics
Storage Hub
Transportation Cost
Risk of Transportation
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Pricing
Inbound
Logistics
Inspectio
n Grading
Weighing
and
Payment
Hub
Logistics
Technolo
gical
support
Technological support
Nodal Platform
Business Function Points
Integrated Business Systems
8 Local Languages
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Pricing
Inbound
Logistics
Inspectio
n
Grading
Weighing
and
Payment
Hub
Logistics
Technological
support
Other e-Choupal Initiative
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Companies using e-Choupal
network

Source: Seminar on Bottom of the Pyramid and CSR, IIM-K, Sept. 24, 2008
Win-Win for all
Farmer Community
Access to information
Empowered decisions
Improved agriculture
Economic Benefits
Dignity Respected
Knowledge of Goods and Services
Co-opted in Product Design
Promise of a Brighter Future
ITC
Procurement Costs
Direct Interaction
Distribution Channel
Market Intelligence
Commission Agents
(Kachha & Pakka
Adatiyas)
Access to Global Markets
Future of e-Choupal
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e-Choupal 2.0
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ITC e-Choupal Footprint
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