1.

PRINCIPLE OF THE E-CHOUPAL

The principle of the e-Choupal is to inform, empower and complete. At the same time
ITC has also extracted value in four steps to make the model sustainable and
scaleable:

1] Elimination of non-value added activities.

2] Differentiated product through identity preserved supply chains.

3] Value added products traceable to farm, practices.

4] e-market place for spot transactions and support services to future exchange.

One ITC’s managerial competence to execute a complex project and manage the
costs. ITC Limited adopted a flexible project and manage the costs. ITC Limited
adopted a flexible project management approach called “roll out, fix it and scale up”
to deal with uncertainties in a pioneering model.

2. Sanchalak selection
i) He is selected on the basis of education, age, family size, political lineage and other
affiliation
ii) He is made to take a public oath in which he sewars to perform his job without any
bias with full honesty and commitment
iii) He encouraged farmers to become the member of e-choupal by explaining to the
farmers various benefits, e-choupal can provide

Sanchalak Qualities

i) Medain wealth & status

ii) Able to read & write
iii) Part of an extended family
iv) Risk taking ability
v) Willingness to try something new
vi) Ambitious
vii) Aspiration of earning additional income

E-choupal facilitates

1) It transmits information
2) It transfers Knowledge
3) It facilitates sales of farm inputs
4) It offers the choice of an alternative output-marketing channel
5) It is an interlocking network of partnerships

Other businesses

1) Distribution of products & services to rural marketscom