Envisioning a larger societal purpose has always been a hallmark of ITC. The company sees no conflict between the twin goals of shareholder value enhancement and societal value creation. The challenge lies in fashioning a corporate strategy that enables realisation of these goals in a mutually reinforcing and synergistic manner. As a corporate citizen with enduring relationships in rural India, ITC has a history of collaboration with communities and government institutions to enhance farm productivity and the rural resource base. ITC¶s commitments in agricultural R&D and knowledge sharing have spanned vital aspects of competitiveness ± efficient farm practices, soil and water management. In 2000, harnessing the empowering force of information technology and its scalabilty, ITC launched e-Choupal ± a knowledge portal providing farmers with a range of information and services. Designed to enable them to bargain collectively and enhance their transactive power, e-Choupal became the much needed and easily adoptable tool farmers had been waiting for. Today e-Choupal is a vibrant and rapidly growing zone of business and interaction for over 4 million farmers. ITC moved rapidly to apply the economic momentum of e-Choupal to solving urgent social and environmental tasks. ITC launched Mission Sunehra Kal, a rural capacity building programme fostering local initiatives to develop water and forest resources, open up new non-farm livelihoods, empower women economically and expand primary education. The Mission now embraces a community of thousands of villages that are influential nuclei of change in rural localities spread over 11 States. A clearly focused self-help movement has gained ground in village after village in these areas, with farmers co-operating to create much needed economic, environmental and social assets out of their own resources. By linking knowledge and technology transfer to the creation of economic and social capacity, ITC has brought a new dynamic to rural development. ITC has consciously chosen the path less travelled. A path that has led it to create sustainable livelihoods for 5 million people. For ITC this is an

specialist NGOs. ITC enables farmers to implement solutions that are sustainable because they are 1. . based on knowledge transfer and co-operative application of technology. mutually reinforcing. bringing to every initiative the best relevant management and technical expertise. dependent on mobilisation and optimisation of local resources. soil and forest resources for long term ecological security. empower rural men and women by creating new non-farm lively hood facilitate development of infrastructure for primary education. Of a conviction that country must come before corporation. The delivery model mobilises a four-way partnership between village communities. ITC has continued to build new infrastructure by supplementing the farmgate presence of e-Choupal with new physical infrastructure ± rural marketing hubs called Choupal Saagars. positioned within tractorable distance of 30 e-Choupal centres and their user communities. enable communities to develop and manage water. health and sanitation. 3. Of a true pride in being Citizen First. 2. the Government and ITC. ITC¶s mission is to build community based capacity to remove these adverse conditions and create the basis for renewed agrarian prosperity: y y y help farmers to achieve higher farm productivity.expression of a commitment beyond the market.

and its Comprehensive Land Development programme.596 hectares of wasteland have been developed so far through a collaboration with the State Government¶s rural poverty reduction project.000 hectares under soil and moisture conservation in the drought-prone Bhilwara district.ITC has also worked with State Governments in pioneering public-private partnerships. . 3. In Andhra Pradesh. Indira Kranthi Padham. ITC has also signed a landmark agreement with the Government of Rajasthan to bring 5.

Advance Professional Practices Sakshi Mehra Knitwear Design Department 7th semester .

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