Itc E Choupal
- 1. ITC e- CHOUPALPresented By:AbhijitYewale (01)NehaDaga (24)PreetiChandak (31)Swati Singh (44)TanviThakre (45)V Sreevidya (49)Yogesh Dad (52)
- 2. AGRI INDUSTRY OF INDIAComprises of the Post-Harvest activities of processing and preserving agricultural products for intermediate or final consumption.India is the second largest producer of food in the world.Basically exports- Food Grains, Dairy Products, Frozen Food, Fish, Meat, Poultry, Sea Fishing, Aqua Culture, Milk And Milk Products.
- 3. WHAT IS ITC e- CHOUPAL?Developed by ITC agri-business divisionBrainchild of S Sivakumar.Promoted by YC Deveshwar, chairman ITCLaunched in 2000Benefits 4 million farmers in 40000 villages.Farm linkages in 14 statesRural India’s largest Internet- based intervention
- 4. CHARACTERSTICS OFITC e- CHOUPALCustomer centricUsed for many commodities and multiple transactionsUses local talent and local people and develops local leadersExtended to local as well as global procuresNurtures local entrepreneursUnique CRM programme in commodity exports
- 5. SYSTEM BEFOREITC e- CHOUPAL
- 6. ITC e- CHOUPAL SYSTEMCHOUPAL SAGARSANCHALAKFARMERSITCSAMYOJAKPC and INTERNET
- 7. GENERAL PRODUCTS OFITC e- CHOUPALProcessed Fruits (Mango, Guava, Papaya etc.)Food Grains (Rice, Wheat and Pulses)Feed Ingredients (Soya bean )Edible Nut (Groundnut)Coffee & Spices Marine Products (Shrimps and Prawns )
- 8. MARKETINGBusiness to BusinessBusiness to Customer
- 9. MARKET SEGMENTATIONPsychographic Lifestyle (Interests)GeographicNational and InternationalDemographic OccupationBehavioral Usage Rate, Buyer Readiness Stage
- 10. FOR BUSINESS TO CUSTOMERGeographicRural IndiaBehavioral Benefits and LoyaltyDemographic IncomePsychographic Lifestyle
- 11. CASE STUDYThe case discusses basically about the two different trading system in Agro Industry of India. One was before ITC e- Choupal i.e. Mandi System and the other system is when ITC e- Choupal introduced Information Technology in Trading directly with the farmers thereby minimizing the monopoly of Traders in the system. In a traditional Mandi system, the trading is conducted by commission agents who didn’t serve the farmers well and exploited their situation as well as use to extract extra commission from the company by manipulating the prices of the commodities offered, thus making the system inefficient. ITC has worked in Indian agriculture for decades hence took a different approach by looking at the successes and the loopholes of the current system and identifying how they could re-engineer the existing one by introducing ITC e- Choupal, that is an IT based solution which serves as both a social gathering place for exchange of information and an e- commerce HUB. It also catalyzed rural transformation i.e. helping to improve rural isolation, create more transparency for farmers and improve their productivity and incomes.
- 12. SWOT ANALYSISDelivery of real –timeinformation Immediate cash paymentEasy access to any e- ChoupalSanchalakis educated and trained in computer operations.Low Transactional costsTransparent and Fast ProcessUse of TechnologyProvides additional information to Farmers
- 13. Power unavailability in Rural IndiaPoor Telecommunication InfrastructureLack of proper roads, limiting vehicle accessCompetitors attempt to divert produce from Farmers
- 14. Better supply chain for ITC s foodand agri-businessAccess to the underserved rural marketsNew ITES business opportunitiesShareholding value creation through servicing society
- 15. Bulk storage and handling hubsDemand for Unwarranted additional payments by the SanchalaksThreats to execution management due to speed of expansion The strained Samyojak–ITC relationship.
- 16. 7 P’s OF SERVICESProduct v/s Customer ExpectationProcessed Fruits (Mango, Guava, Papaya etc.)Food Grains (Rice, Wheat and Pulses)Feed Ingredients (Soya bean )Edible Nut (Groundnut)Coffee & Spices Marine Products (Shrimps and Prawns )Place v/s Conveniencee-Choupal within 5km radius serving 10villages
- 17. A processing center within 25 - 30 km radius7 P’s CONTD…People v/s CaringSanchalakSamyojakFarmersITC staff Price v/s CostTransportation CostSet – up CostMandi Cost v/s e – Choupal cost.Insurance expenses
- 18. 7 P’s CONTD……Process v/s Co-ordination
- 19. 7 P’s CONTD……Physical Evidence v/s ConfirmationChoupalSagarPromotion v/s CommunicationCarries out CSR activities as part of promotions
- 20. Provided livelihood to 5million people (work, education)
- 21. Social and Farm Forestry
- 24. ChoupalPradarshanKhetThe following career opportunities have been identified in the Agri Business Sector:Agronomy SalesAgronomistLab ManagerSoil Testing SalesGrain Operations, Marketer & SuperintendentLandscape Management/MaintenanceProcess Engineer CAREER OPPORTUNITIES
- 25. QUESTIONSThe competitors try to attract the farmers by providing them higher prices for their produce than e- Choupal. How to overcome this?What could be done to improve the Samyojak- ITC e- Choupal relationship?What action should be taken against the Sanchalaks, who unionize and extract unwarranted “Rents” from ITC e- Choupal?How to generate a sense of trust in the farmers’ mind with respect to the laboratory tests conducted?
- 26. THANK YOU