ITC E-CHOUPAL

COMMON DEFECTS AGRICULTURAL MARKETING IN

INDIA
 

1. Lack of organization
2. Forced sales
3. Presence of middlemen
4. Numerous market charges
5. Market malpractices
6. Lack of standard weights and measures
7. Inadequate storage
8. No standardization of price and quality
9. Lack of marketing finance
10.Want of proper market information
PURPOSE
• The incremental (versus ‘big bang’) approach to
implementing information systems, and the need for
coherent principles to be applied consistently to make this
approach effective.
• The use of IT in a way that provides corporate as well as
social benefit.
• Unique use of IT as an enabler of a new business. In this
case, IT does not serve to automate an existing business,
but instead provides a new way for business to be done,
and generates the potential for entirely new businesses.
STEPS INVOLVED IN SELLING THE PRODUCE BY
A FARMER
REASONING FOR THE ECHOUPAL
INITIATIVE

  Reason

Growth (access to raw materials, sales to

farmers)

Profit Better quality (at source, through learning;

reduce adulteration; reduce risk for
farmers, enable them to plant better
seed)

Better Yields (hence lower costs)

REASONING FOR THE ECHOUPAL
INITIATIVE CONTD.

  Reason

Altruism (desire to empower

farmers)
Social Increase Indian competiveness
Benefit in global market

Avoid cheating (of farmers and

ITC by middlemen)
REASONING FOR THE ECHOUPAL
INITIATIVE CONTD.
  Reason
Direct contact with
suppliers (farmers) and
future customers (also
Future farmers)
Potential
Create a platform for
access to rural
community
BARRIERS TO SUCCESS AND PRINCIPLES THAT
ADDRESSED THEM
 ITC’S SUPPLY CHAIN OF SOYA BEAN BEFORE
E- CHOUPAL INITIATIVE
Pakka Adtiya
(Registered Dealer)
Agri-Input Dealer/
Companie Retailer
s Stockiest

Trader

P ro c e s s o r
Money
Farmer
Lender Broker

ITC-IBD

Agril University,
VLW (of Dept
Met Dept,
of Agriculture)
Insurance Co.
Kaccha Adtiya
(Un-Registered Dealer)