ITC e-Choupal 3.0

This classic case study is an in-depth analysis of ITC's initiative to develop third-generation e-Choupals, or internet-enabled computer stations based in villages. The first e-Choupals provided information on weather, best practices, crop details, market prices, and important local news to farmers in 1999. The third generation e-Choupals are envisioned to mitigate a lack of information about the reasonable price that their crops could command - an issue that local markets exploited fully and put farmers at a significant disadvantage. ITC is one of India's largest private sector conglomerates with diversified presence in industries including food, agriculture, hotels, cigarettes, personal care, paper and stationery, and a market capitalization of $19 billion, with sales exceeding $5 billion. ITC is ranked among the world's most reputable companies by Forbes magazine and listed as one of India's most valuable companies by local Indian business magazines. The Agri-Business at ITC is one of India's largest exporter