1.

How  does  ITC  manage  the  dilemma  of  balancing  its  profit  objectives  with  its  social
objectives  and  expectations  in  implementing  CSR?  Does the ITC  e-Choupal  initiative
really respond to the development needs, concerns and priorities of rural India?

 ITC always tried to contribute to the economic development of farmers while improving the
quality of life of the workforce and their families as well by enabling them come out of the
vicious circle of low productivity. These endeavors by ITC created brand loyalty among the
farmers.
 Yes, ITC e-choupal initiative respond to need of development in rural india. ITC always
emphasized on enabling rural transformation by adopting technology to reduce poverty and
rural isolation.

2. How  can  ITC  take  e-Choupal  to  the  next  level  in  leveraging  information  technology
(“IT”) to deliver business and social benefits?

 Connecting different e-choupals, so that farmers can pool their small produce into big ones
and then sell.

3. Poor people at the BOP represent a very attractive market opportunity. The BOP model
argues  “that  selling  to  the  poor  can  simultaneously  be  profitable  and  help  eradicate
poverty”.  Do you agree with this statement in reference to India and ITC’s e-choupal?

 Yes, I totally agree with this statement. And the example is clear in the form of e-chaupal.
Though the margins at the bottom of the pyramid are very low but when we see the larger
scenario where economies of scale overshadow the smaller operating margins, then the BOP
becomes a very attractive market. Since, we can see that

4. Discuss the accomplishments, prospects and challenges for the managers of the modern
supply chain of e-Choupal.

Ask students to prepare the answer and we will discuss the answers in the class.