My Presentation Scope

î While the canvas for discussion is very broad, I

will limit myself to share with you few principles
of eChoupal that enabled its deployment at
grassroot to become

‡ Sustainable

‡ Scalable

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ITC eChoupal

A Quick Look

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 The eChoupal Services
î Gelevant & Geal-time Information
‡ Commodity prices, Local Weather, News

î Customised Knowledge
‡ Farm Management, Gisk Management

î Supply Chain for Farm Inputs

‡ Screened for Quality, Demand Aggregation for Competitive
Prices & Efficient Logistics

î Direct Marketing Channel for Farm Produce

‡ Lower Transaction Costs, Better Value through Traceability

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ther Services through eChoupal

î Distribution of Products and Services to Gural

Markets

î Micro marketing
‡ Product/Services Demos
‡ Marketing and Brand Building activities

î Pilots
‡ Bhoomi
‡ eHealth with Private Health Service Providers
‡ eEducation
‡ Gural BP

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 Current Network Size
State Choupals Hubs

Madhya Pradesh 1750 43

Uttar Pradesh 1750 42

Maharashtra 900 22

Gajasthan 500 15

Karnataka 100 2

Andhra Pradesh 150 3

Choupals 5,150 127

Villages 31,000

Farmers 3,500,000

Adding Six New Choupals Every Day

Intend Scaling up to 100,000 Villages in 15 States by 2010
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Deployment Principles

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 A1 Co Creation
î End-to-end solution is designed collaboratively
‡ Identify major problems and
‡ solve them with efficiency and transparency

î When we started, it was with a FMCG approach, with

reliance on
‡ Market Gesearch
‡ Focus Groups

î« and then the approach quickly changed to

µPrototypes¶ to enable experience and obtain feedback
‡ An iterative approach to build models to solve the real world
problems of the Individual and of the Community

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Solution : Access to Price Information ± Anytime & In the
Village

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Solution : Transparency and Accuracy in Weighment

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Solution : Modern Methods for Quality Assessment

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 A2 Must have a well thought out
Business Model
î Who Pays ?

î Who Guns ?

î Who Monitors Quality?

î What are the Value Propositions to the Stake

Holders ?

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 The ITC eChoupal Proposition
î Step 1: Leveraging ICTs for empowered access to
markets (inputs & outputs)

î Step 2: Economic viability of IT infrastructure

investments is justified through Win-Win business
models, hence also scaleable

î Step 3: Customer responsive IT infrastructure in

the villages facilitates access to supplementary
Education, Health, Employment, eGovernance
services

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 ICTs make it possible !
î The eChoupal Price Discovery : Farmer @ Geceiving
End Vs Empowered
‡ Value through Unbundling what was bundled together earlier
(Information & Transaction)
± Unbundles
â
 

        
   
    

â        
      
   
 
   
   
 
  
      





î The Input Transaction

‡ Value through Bundling (Information, Knowledge, Transaction)
what was available unbundled earlier
± Bundles
â 

   
 
  

  
â    !  " 

 #

â #    


 
  

       
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 A3 The rchestrator
î Who rchestrates the multiple entities?
‡ The scale and complexity inherent makes it a high
maintenance network

î The rchestrator has to ensure

‡ There is a µBig Picture¶ to what is initiated
‡ µChanging Needs¶ are tracked and are efficiently
responded
‡ µContinuous Innovation¶ of the business model is
ensured for its long term relevance

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 A4 The Infrastructure

î Must have Three Tiers

‡ Local part for Gesponsiveness

‡ Gegional level for Controlling

‡ Apex element for Gesources Allocation

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 3 X 3 eChoupal Infrastructure
î ICT Kiosk with Internet Access
‡ In the house of one trained farmer, !
  
‡ Within walking distance of target farmers Link

î Warehousing Hub / Store

‡ Managed by the erstwhile middleman, !  
‡ Within tractorable distance of target farmers Link

î Collaborative Network of Companies

‡ rchestrated by „

‡ With a Pan-Indian presence Link
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 A5 Capability Building
î Build Customer rientation right across the Chain
‡ ³Customer is Ô
reason´

î « and also the necessary Functional and Process skills

‡ Working Capital
‡ Demand Creation / assessment

î « along with the Soft Skills

‡ Feedback
‡ Quality / Customer Service

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Taking ICTs & Biz Models to
Gural India

Training
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Taking ICTs & Biz Models to
Gural India

Power Connectivity

Website
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eChoupal Sagar
Thank You
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 Thank You

visit www.itcportal.com for more details on ITC eChoupal

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