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Challenges of implementing E-Choupal in Odisha
Article · April 2013
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Ipseeta Satpathy B .Chandra Mohan Patnaik

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IJMRR/ April 2013/ Volume 3/Issue 4/Article No-16/2826-2834 ISSN: 2249-7196
INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH

AND REVIEW
CHALLENGES OF IMPLEMENTING E-CHOUPAL IN ODISHA: A STUDY

Dr. Shailender Goyal*1, Dr. B .Chandra Mohan Patnaik 2, Dr. Ipseeta Satpathy2
1
Director, Krishna Institute of Management, Mawana Road, Meerut, India.
2
Assoc Prof, School of Management, KIIT University, Bhubaneswar, Odisha, India.
ABSTRACT
The present paper an attempt to explore the possibilities of implementing the E-Choupal in
Odisha. Here we tried to highlight the various challenges faced by the farmers in rural area.
These challenges need to address before implementing the project in Odisha. For this purpose
we had conducted a pilot study considering various variables and at the end eleven variables
identified which are relevant for the study. 600 questionnaires distributed in 4 districts of
Odisha and out of those 393 responses received. The response rate is 65.5%.
Keywords: E-Choupal, Perception, Farmers, Rural area.
INTRODUCTION
“CHOUPAL” is the Hindi word for village square where elders meet to discuss relevant
issues. The E of E-Choupal stands for computer with an internet connection for farmers
together around, interacted with global market. It begins with ITC installing a computer with
Solar-charged batteries for power and VSAT internet connection in selected villages. The
computer functioning is independent from the instability of power and telecom facilities at
the village level. A local farmer called as “SANCHALAK” exclusively for farmer. It is
different from contract farming. The International Business Division (IBD) of ITC group in
charge for procurement, processing and export of agricultural commodities which includes
soybean, wheat, shrimp and coffee has created an IT enabled rural channel that covers more
than 27,000 villages. This channel has been used to drive enormous efficiency in the
procurement of commodities resulting in value creation for both the company and the
farmers. In addition, the channel had created social impact through internet penetration and
global commercial awareness has been possible despite of several limitations.
The E-Choupal offers farmers and village community the various distinct services and these
are free of charge. These are as below:
Information- Daily weather forecast, price of various crops, e-mails to farmers and ITC
officials and news and all this in their own vernacular language.
Knowledge: Farming methods specific to each group and region, soil testing, expert
advice mostly sourced from Agricultural Universities.
Purchase: Farmers can buy seeds, fertilizers, pesticides and host of other products and
services ranging from cycles and tractors to insurance policies over 35 companies have
become partners in E-Choupal to sell their products through the network.
*Corresponding Author www.ijmrr.com 2826

Sales: Farmers can sell their products to the ITC centers or the local market, often
checking the price on the net.
Developmental work: NGO’s working for cattle breed improvement and water
harvesting and women self help groups are reaching villages through E-Choupal.
The various companies involved
ITC- reaches 4.1 million farmers, adding 40 new villages a day.
TATA- Tata Kisan Sansar spreads over 15,000 in three states.
GODREJ- Acquired and merged HLL’s (Hindustan Lever Limited) agribusiness entering
rural retail.
MAHINDRA- Sells farm inputs and equipments through “ SHUBHLABH” present a
corporate farming and rural financing.
BHARATI- Entering food processing and exports of fruits and vegetables.
PEPSI- Revolutionized horticulture in Punjab.
SHRIRAM –Setting up a chain of rural malls of which 13 are operational.
RELIANCE- Entered cropping and sale of medical and herbal plants
Considering the importance of E-Choupal as an instrument to improve the life style of the
farmers, its impact and modus operandi in rural area which ultimately helps in the rural
development, it is felt to carry out a detailed study with regard various challenges for
implementing the E-Choupal in Odisha in general.
STATEMENT OF PROBLEM
Odisha is primarily an agricultural state. Agriculture is the most important sector of the
economy. About 74% people live in villages and 69% of total working population depends on
agriculture for livelihood. The rural labour household forms the hard core of rural poverty.
Most of this consists of backward cases like scheduled caste and scheduled tribes and about
70% of rural labour households are under the pressure of indebtness. The broad contours of
rural poverty clearly indicate that the poorest sections of rural population belong to families
of small and marginal farmers, agricultural labourers and rural artisans, scheduled caste and
scheduled tribes.
OBJECTIVES OF THE STUDY
To study the various existing challenges before implementing the E-Choupal project in
Odisha.
To suggest some plans to overcome the challenges.
LIMITATIONS OF THE STUDY
The study is restricted to the selected districts of Odisha i.e Ganjam, Puri, Khordha and
Cuttack district of Odisha.
The period of study is restricted to 6 months i.e July 2012 to December 2012.
The sample size is also limited; it may not represent the views of all.
Copyright © 2012 Published by IJMRR. All rights reserved 2827

RESEARCH METHODOLOGY AND SAMPLE SIZE

For the purpose of study a survey conducted consisting of eleven different variables. The
variables were finalized after conducting the pilot study. Simple percentage method used for
reaching the research outcomes to the majority of readers. In total 600 questionnaires
distributed in various areas of 4 districts of Odisha under study. For each district 150
respondents targeted, however finally, 393 respondents responded. They are 87 from Ganjam
district, 96 from Puri district, 104 from Khordha district and 106 from Cuttack district of
Odisha. The sample size includes 288 male and rest are female.
ANALYSIS OF THE DATA
1. Population and illiteracy are the one of the challenges for implementing E-Choupal in
Odisha.
Gender Total SA % A % DA % SDA % N %
Male 288 199 69 50 17.4 17 5.9 7 2.4 15 5.3
Female 105 55 52.4 25 23.8 5 4.8 17 16.2 3 2.8
Total 393 254 64.6 75 19 22 5.6 24 6 18 4.8
Source: Compiled from field survey, SA-Strongly agree, A- Agree, DA- Disagree, SDA-
Strongly disagree & N- Neutral
Interpretation: Responding to this question 64.63% of the total respondents strong agree,
19% agree, 5.59% disagree, 6.61% strongly disagree and rest belongs to neutral. Taking
strongly agree and agree together for the male respondents only it comes to 86.45% and the
same for the female respondents comes to 76.18%.
2. Method of cultivation is one of the challenges for implementing E-Choupal in Odisha.
Male 288 170 59 79 27.4 19 6.6 8 2.8 12 4.2
Female 105 62 59 18 17.1 15 14.3 5 4.8 5 4.8
Total 393 232 59 97 24.7 34 8.7 13 3.3 17 4.3

Interpretation: Responding to this question, 59% strongly agree, 24.7% agreed, 8.7%
disagree, 3.3% strongly disagree and rest belongs to neutral. Considering strongly agree and
agree together for male respondents comes to 86.4% and same for the female respondents are
76.1%.
3. The irrigation facility is one of the challenges for implementing E-Choupal in Odisha.
Male 288 182 63.2 74 25.7 21 7.3 10 3.5 1 0.3
Female 105 54 51.4 21 20 14 13.3 16 15.3 0 0
Total 393 236 60 95 24.2 35 8.9 26 6.6 1 0.3
Interpretation: Answering to this question 60% strongly agree, 24.2% agree, 8.9% disagree,
6.6% strongly disagree and remain belongs to neutral. Combining strongly agree and agree
together for female respondents, 71.4% and same for the male respondents 89.9%.
4. The more disguised labour is also one the challenges for implementing E-Choupal in
Odisha.
Male 288 173 60 76 26.4 12 4.2 9 3.1 18 6.3
Female 105 58 55.2 22 21 10 9.5 12 11.4 3 2.9
Total 393 231 58.8 98 24.9 22 6 21 5.1 21 5.1

Interpretation: Joining to this question 58.8% strongly agree, 24.9% agree, 6% disagree,
5.1% strongly disagree and 5.1% remain neutral. Taking strongly agree and agree together,
for male 86.4% and same for the female are 76.2%.
5. Migration of labour from rural to urban areas is also one of the challenging factors for
implementing E-Choupal in Odisha.
Male 288 182 63.2 63 21.9 29 10 13 4.5 1 .4
Female 105 51 48.6 24 22.9 21 20 8 7.6 1 .9
Total 393 233 59.3 87 22 50 12.7 21 5.3 2 .7
Interpretation: Answering to this 59.3% strongly agree, 22% agree,12.7% disagree, 5.3%
strongly disagree, and remain are neutral. Considering strongly agree and agree together
71.5% for the female respondents only and same for the male respondents are 85.1%.
6. The living conditions of children and women are below par which may create problem for
implementing E-Choupal project.
Male 288 178 61.8 71 24.7 25 8.7 10 3.5 4 1.3
Female 105 59 56.2 25 23.8 12 11.4 5 4.8 4 3.8
Total 393 237 60.3 96 24.4 37 9.4 15 3.8 8 2.1

Interpretation: Answering to this question, 60.3% are strongly agree, 24.4% agree, 9.4%
disagree, 3.8% strongly disagree and remain neutral. Taking strongly agree and agree
together for male it comes to 86.5% and same for the female are 80%.
7. No proper medical facilities available are available in rural areas.
Male 288 168 58.3 60 20.8 30 10.4 14 4.9 16 5.6
Female 105 61 58 21 20 15 14.3 3 2.9 5 4.8
Total 393 229 58.3 81 20.6 45 11.5 17 4.3 21 5.3
Interpretation: Responding to this question, 58.3% strongly agree, 20.6% agree, 11.5%
disagree, 4.3% strongly disagree and remain are neutral. Considering strongly agree and
agree together, 79.1% for male and the same for the female are 78%.
8. No proper education facilities available in rural Odisha.
Male 288 171 59.4 75 26 28 9.8 7 2.4 7 2.4
Female 105 55 52.4 30 28.6 14 13.3 5 4.7 1 1
Total 393 226 57.5 105 26.7 42 10.7 12 3 8 2.1

Interpretation: Answering to this question, 57.5% of the total respondents strongly agree,
26.7% agree, 10.7% disagree, 3% strongly disagree and remain are neutral. Taking strongly
agree and agree tougher for the male respondents it is 85.4% and same for the female
respondents are 81%.
9. No proper infrastructure facilities available in rural Odisha.
Male 288 163 56.6 65 22.6 24 8.3 13 4.5 23 8
Female 105 67 63.8 23 21.9 5 4.8 6 5.7 4 3.8
Total 393 230 58.5 88 22.4 29 7.4 19 4.8 27 6.9
Interpretation: Joining to this question 58.5% strongly agreed, 22.4% agree, 7.4% disagree,
4.8% strongly disagree and rest is neutral. Considering agree and strongly agree together for
female are 85.7% and same for the male are 79.2%.
10. High cost of production and marginal returns.
Male 288 189 65.6 36 12.5 42 14.6 15 5.2 6 2.1
Female 105 52 49.5 28 26.7 11 10.5 7 6.6 7 6.6
Total 393 241 61.3 64 16.3 53 13.5 22 5.6 13 3.3

Interpretation: Answering to this question, 61.3% of the total respondents strongly agree,
16.3% agree, 13.5% disagree and 5.6% strongly disagree and remain are neutral. However
the strongly agree and agree taken together for female respondents only are 76.2% and same
for the male respondents are 78.1%.
11. No proper storage facilities
Male 288 164 56.9 51 17.7 31 10.8 22 7.6 20 7
Female 105 58 55.2 27 25.7 11 10.5 6 5.7 3 2.9
Total 393 222 56.5 78 19.8 42 10.7 28 7.1 23 5.9
Interpretation: Answering to this question 56.5% strongly agree, 19.8% agree, 10.7%
disagree and rest are remaining category. Considering strongly agree and agree together for
the male are 74.6% and for the fame are80.9%.
CONCLUDING OBSERVATION
The need of the hour is to revisit the various challenges exist the rural Odisha. The various
players those are involved in E-Choupal should be provided with proper platform before
something takes place in this part of the country. The scenario has changed drastically over
the years; however the rural mass remains untouchable with the development in the remote
areas of the state. The other major challenge is political will of the ruling party and
opposition parties who are in the power. Most of the times it is seen in this part of the country
that because of stiff opposition of vested interest groups no major project is able to initiate

and some of the existing projects are preparing to pack off. So the need of the hour is to
provide proper infrastructure facilities and be open to new challenges. There is also need for
connecting rural mass to the mainstream of the development. With these efforts there is
ample scope of implementing the E-Choupal in Odisha. This will not only improve the
standard of living of the rural area but at the same time socio-economic profile of the farmers
will improve to a great extent.
REFERENCES
Sreenivas VB. CSR at ITC Ltd- Viewing through strategic lens.
Banerjee A. The ICT in agriculture: Bridging Bharat with India. Global Media Journal,
winterissue 2011; 2(2).
Sharma A. ITC- E-Choupal: Empowering Rural India.
Upton DM. ITC E-Choupal initiative, Havard Business Review.
Ali F, Bhatnagar S. ITC E-Choupal: CSR in Rural India.
Dash SB, Mishra H. Rural E-governance model and its impact on decision making process in
agriculture: A study of ITCs E-Choupal. ASBM Journal of Management 2008; 1(1): 2008:
39-46.
Rao SS. Role of ICTs in Indian Rural Communities. The Journal of Community informatics
2009; 5(1).
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See discussions, stats, and author profiles for this publication at: https://www.researchgate.

Challenges of implementing E-Choupal in Odisha

Article · April 2013

Ipseeta Satpathy B .Chandra Mohan Patnaik

SEE PROFILE SEE PROFILE

Home lone portfolio View project

Research on Home loan Portfolio View project

The user has requested enhancement of the downloaded file.

INTERNATIONAL JOURNAL OF MANAGEMENT RESEARCH

CHALLENGES OF IMPLEMENTING E-CHOUPAL IN ODISHA: A STUDY

*Corresponding Author www.ijmrr.com 2826

Copyright © 2012 Published by IJMRR. All rights reserved 2827

RESEARCH METHODOLOGY AND SAMPLE SIZE

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