Introduction

Indian Agriculture
Contributes 23% of GDP.
Employs 66% of the countrys population.
Heavily regulated until recently
High production yet impoverished producers

The innovation
Developed by ITC IBD
Termed as E-Choupals
Nationwide network
Each kiosk is operated by a farmer themselves.
Objective is to develop virtual integration of
the supply chain


Market
Mandi
The mandi is created to the functioning of the marketing channel.
The Agriculture products marketing act legislated the creation of mandis to
enable a more equitable distribution of the gains from agriculture among the
producers, consumers and traders.
The mandi acts as a delivery point where farmers bring produce for sale to
traders.