Soybean farmers in India have traditionally sold their product through ineffective and often dishonest physical marketplaces (mandi). The farmers are usually poor and often illiterate and are forced to be “price-takers” after an arduous journey of Mandi. They also have a very limited access to information and education on farming techniques. Describes the use of Internet technologies to achieve these farmers, in particular, examines a new system called eChoupal, developed by India … Read more »

Soybean farmers in India have traditionally sold their product through ineffective and often dishonest physical marketplaces (mandi). The farmers are usually poor and often illiterate and are forced to be “price-takers” after an arduous journey of Mandi. They also have a very limited access to information and education on farming techniques. Describes the use of Internet technologies to achieve these farmers, in particular, examines a new system called eChoupal, developed by the Indian conglomerate ITC. The eChoupal has revised the antiquated soybean export supply with digital technology in rural farming villages. Based on a clever understanding of technology, sociology, and the incentives of the various actors, the eChoupal farmers with effective methods of pricing, honest trade and exchange of information for the benefit of everyone in the channel. Discusses the performance, opportunities and challenges of the manager of the new supply chain.
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from
David M. Upton,
Virginia A. Fuller
Source: HBS Premier Case Collection
20 pages.
Publication Date: Oct 28, 2003. Prod #: 604016-PDF-ENG
ITC eChoupal initiative HBR case solution