4.14. E-choupal

The e-Choupal initiative of ITC Ltd. to provide farmers the information they need to be more successful. This platform also enables buyers to come to the farmers instead of having to haul the produce to market, where oftentimes traders manipulate the market in order to exploit the farmers out of their proper earnings.

The initiative also provides access to storage services and agricultural equipment in addition to other important assets for rural farmers. The e-Choupal network has expanded to 6,500 centers synchronizing the efforts of 40,000 villages to produce greater quantities of better produce and profit.