Author(s): Apurva Bakshi
Indian Tobacco Company Limited (ITC), one of the biggest agribusiness and consumer products companies in India, introduced e-Choupal in the year 2000. The initiative has been giving internet access to farmers in remote parts of the nation. In order to provide farmers with the most current expertise in marketing and agriculture, the programme installs Internet-connected PCs in underserved regions. A Sanchalak (literally meaning operator) run e-Choupal's one-of-a-kind Internet kiosks and act as a conduit between farmers and the centres wherein their products are marketed. e-Choupal is transforming the social fabric in several ways, triggering an increase in farmers’ income and a familiarity with the professional transaction. Agriculture, food quality and human life stand to gain from the closing of a knowledge gap, the development of cheaper, smarter agricultural inputs and the role of farmers as innovators. This case study details the innovative concept of e-choupal, it benefits, limitations, constituent programs and its overall economic and societal impact.