E-Choupal

Case Study - Insights

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E-Choupal Network Size

Adding Six New Choupals Every Day Scaling up to 40,000 Villages in 15 States

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The eChoupal Services

Relevant & Real-time Information
Commodity prices, Local Weather, News
INNOVATION What type of innovation?

Customised Knowledge
Farm Management, Risk Management

Supply Chain for Farm Inputs

Screened for Quality, Demand Aggregation for Competitive Prices & Efficient Logistics

Direct Marketing Channel for Farm Produce

Lower Transaction Costs, Better Value through Traceability

Major BM + Tech Change

Radical Innovation

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Other Services through eChoupal

Distribution of Products and Services to Rural Markets Micro marketing
Product/Services Demos Marketing and Brand Building activities INNOVATION What type of innovation?

Pilots
eHealth with Private Health Service Providers eEducation Rural BPO

Little BM + Technology Change

Incremental Innovation

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Production Channel Prior to e-Choupal

Farmer Village Trader Ghani

Wholesaler (20-80%)

Regulated Markets (15-75%)

Producer Coop (3-5%)

Commission Agent

Trader

Cooperative Mill

Private Miller

SCAMPER
How is this tool applied here?

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The e-Choupal Business Model

Farmer Village Trader E-Choupal Regulated Markets (Fair Market Price) Producer Coop (Negotiated Price) Ghani

Commission Agent (hired by ITC)

ITC Commission

Cooperative Mill

Private Miller

SCAMPER
Substitute Eliminate Replace

ITC

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How the e-Choupal Business Model works

Substitute Farmer Village Trader E-Choupal Wholesaler (20-80%) Regulated Markets (Fair Market Price) Producer Coop (Negotiated Price) Ghani

Eliminate

Commission Agent (hired by ITC)

ITC Commission

Trader

Cooperative Mill

Eliminate Private Miller

Replace

SCAMPER
Substitute Eliminate Replace
ITC

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SCAMPER Tool for Innovation

Modify Supply Chain

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1
1. Strong Leadership

3
3. Align Type & Amount

7 Rules E-Choupal

5
5. Netralize Antibodies

7
7. Rewards & Incentives

2. Integrate into Business Model

4. Manage the Tension

6. Recognize Networks

Source: Making Innovation Work (Davila, Epstein, Shelton)

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