June 30, Are you an educator? Register as a Premium Educator at hbsp. Continually plagued by an inefficient supply chain in rural agriculture, ITC implemented the e-Choupal initiative in Under the initiative, ITC set up small Internet kiosks in villages that allowed farmers access to an efficient and transparent alternative to the traditional mandi for marketing their produce. By establishing a direct channel between the farmer and ITC, e-Choupal significantly marginalized the role of middlemen, thereby ensuring farmers more money for their produce. Aware of the multitude of challenges faced by impoverished rural Indians, ITC extended its e-Choupal framework to deliver core services, such as access to health care, education and information.

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The company has been undertaking several CSR initiatives over the years and been appreciated for them globally. The question to be look forward "Is it taking the right initiatives and setting standards to follow?

Chairman Y. Deveshwar calls this source of inspiration "a commitment beyond the market". In his own words: "ITC believes that its aspiration to create enduring value for the nation provides the motive force to sustain growing shareholder value. ITC practices this philosophy by not only driving each of its businesses towards international competitiveness but by also consciously contributing to enhancing the competitiveness of the larger value chain of which it is a part.

This commitment is reflected when ITC measures accomplishments not only in terms of financial performance but also by the transformation ITC has consciously engendered to augment the social capital of the nation.

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 is committed to a national agenda of raising agricultural productivity and making the rural economy more socially inclusive.

ITC believes that the urgency and scale of these tasks make market linked solutions and innovations more effective and sustainable than capital intensive approaches. Some of the key initiatives taken by ITC for improvement of livelihood of disadvantaged sections of society and the reach of initiatives in mentioned in table below Initiatives.


ITC e-Choupal: Corporate Social Responsibility in Rural India Harvard Case Solution & Analysis

LinkedIn Set in the context of the services provided under-, this case highlights how rural India exploited the use of technology by Indian conglomerate ITC transformed the lives of many rural Indians, while enjoying the company. Constantly plagued an efficient supply chain in rural agriculture, ITC has? PART initiative e-Choupal in Under this initiative, ITC has set up Internet kiosks in small towns that have enabled farmers to access effective and transparent to the traditional mandi for the marketing of alternative products.


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By Arpita Sharma : INTRODUCTION: In the contemporary India, various forces are at work to change the affect of agriculture extension in India, hitherto perceived as a process of technology transfer [research centers to farmers] to a process of facilitating a wide range of communication, information and advocacy services which are demand driven, pluralistic, sustainable and decentralized. A silent communication revolution is sweeping across rural India where people are using new communication technology such as mobile telephones and browsing internet for a variety of purposes. The number of such users may be small or insignificant at the moment but the very fact that rural people have taken up these new alternatives holds great promise for agriculture and rural development strategies and policy planners, in fact it has been made possible by the recent advances in the ICTs gradually expanding telecommunication infrastructure and motivated services providers. The communication theories and strategies have also taken note of this transformation and evolved new initiatives to harness the potential of ICts for agriculture development. Various public sector as well as private corporation institutions have come forward with innovation ideas and strategies.


ITC e-Choupal: Corporate Social Responsibility in Rural India

When growing crops, poor soil, lack of irrigation and volatile weather are constant hurdles, made worse by climate change. Modern agricultural practices and techniques are difficult to access as are credit, high quality agri-inputs, etc. Once crops are ready, inefficient price and weather discovery mechanisms mean that farmers cannot time harvests to get best prices. Marketing, storage, logistic infrastructure are exceedingly inadequate. The deep disconnect from the market prevents them from being able to align their crops to rapidly evolving consumer preferences. The kiosks are managed by trained local farmers who help the local agricultural community to access the information in their local language.


Corporate Social Responsibility in India

The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others. Such a market-led business model can enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments and higher quality and productivity. Further, a growth in rural incomes will also unleash the latent demand for industrial goods so necessary for the continued growth of the Indian economy. This will create another virtuous cycle propelling the economy into a higher growth trajectory. The aggregation of the demand for farm inputs from individual farmers gives them access to high quality inputs from established and reputed manufacturers at fair prices. Thereby it significantly reduces transaction costs.

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