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Grassroot Deployment

My Presentation Scope

 While the canvas for discussion is very broad, I will limit myself to share with you few principles of eChoupal that enabled its deployment at grassroot to become • Sustainable • Scalable © 2000-05 ITC Limited

ITC eChoupal

The eChoupal Services

 Relevant & Real-time Information • Commodity prices, Local Weather, News  Customised Knowledge • Farm Management, Risk Management  Supply Chain for Farm Inputs • Screened for Quality, Demand Aggregation for Competitive Prices & Efficient Logistics  Direct Marketing Channel for Farm Produce • Lower Transaction Costs, Better Value through Traceability © 2000-05 ITC Limited

Other Services through eChoupal

 Distribution of Products and Services to Rural Markets  Micro marketing • Product/Services Demos • Marketing and Brand Building activities  Pilots • Bhoomi • eHealth with Private Health Service Providers • eEducation • Rural BPO © 2000-05 ITC Limited

State

Madhya Pradesh Uttar Pradesh Maharashtra Rajasthan Karnataka Andhra Pradesh

Choupals Villages Farmers

Current Network Size

Choupals

1750 1750 900 500 100 150

5,150 31,000 3,500,000 Hubs

43 42 22 15 2 3

127

Deployment Principles

#1 Co Creation

 End-to-end solution is designed collaboratively • Identify major problems and • solve them with efficiency and transparency  When we started, it was with a FMCG approach, with reliance on • Market Research • Focus Groups  … and then the approach quickly changed to ‘Prototypes’ to enable experience and obtain feedback • An iterative approach to build models to solve the

problems

of the Individual and of the Community

real world

Solution : Access to Price Information Village – Anytime & In the

Solution : Transparency and Accuracy in Weighment

Solution : Modern Methods for Quality Assessment

#2 Must have a well thought out Business Model

 Who Pays ?

 Who Runs ?

 Who Monitors Quality?

 What are the Value Propositions to the Stake Holders ?

The ITC eChoupal Proposition

 Step 1: Leveraging ICTs for empowered access to markets (inputs & outputs)  Step 2: Economic viability of IT infrastructure investments is justified through Win-Win business models, hence also scaleable  Step 3: Customer responsive IT infrastructure in the villages facilitates access to supplementary Education, Health, Employment, eGovernance services © 2000-05 ITC Limited

ICTs make it possible !

 The eChoupal Price Discovery End Vs Empowered : Farmer @ Receiving • Value through Unbundling what was bundled together earlier (Information & Transaction) – Unbundles – Price information is now available at the door step without a necessity to go to mandi – Has an option to fix price at the village itself. However, at the time of selling, still retains the freedom to go to mandi if he believes he gets better offer there.

 The Input Transaction • Value through Bundling (Information, Knowledge, Transaction) what was available unbundled earlier – Bundles – Information on Weather and Best Practices from the website – Knowledge of ‘what to do’ from the Experts – Efficient supply platform for inputs purchase that enables aggregation and scale efficiencies

#3 The Orchestrator

 Who Orchestrates the multiple entities?

• The scale and complexity inherent makes it a high maintenance network  The Orchestrator has to ensure • There is a ‘Big Picture’ to what is initiated • ‘Changing Needs’ are tracked and are efficiently responded • ‘Continuous Innovation’ of the business model is ensured for its long term relevance © 2000-05 ITC Limited

#4 The Infrastructure

3 X 3 eChoupal Infrastructure

 ICT Kiosk with Internet Access • In the house of one trained farmer,

Sanchalak

• Within walking distance of target farmers

Link

 Warehousing Hub / Store • Managed by the erstwhile middleman,

Samyojak

• Within tractorable distance of target farmers

Link

 Collaborative Network of Companies • Orchestrated by

ITC

• With a Pan-Indian presence

Link

#5 Capability Building

 Build Customer Orientation right across the Chain • “Customer is

the

reason”  … and also the necessary Functional and Process skills • Working Capital • Demand Creation / assessment  … along with the Soft Skills • Feedback • Quality / Customer Service © 2000-05 ITC Limited

Document

Transcript Document

Grassroot Deployment

My Presentation Scope

ITC eChoupal

The eChoupal Services

Other Services through eChoupal

Current Network Size

Deployment Principles

#1 Co Creation

#2 Must have a well thought out Business Model

The ITC eChoupal Proposition

ICTs make it possible !

#3 The Orchestrator

#4 The Infrastructure

3 X 3 eChoupal Infrastructure

#5 Capability Building

Taking ICTs & Biz Models to Rural India

Taking ICTs & Biz Models to Rural India

ITC Limited

eChoupal Sagar

Thank You

Thank You

Document

Transcript Document

Grassroot Deployment

My Presentation Scope

ITC eChoupal

The eChoupal Services

Other Services through eChoupal

Current Network Size

Deployment Principles

#1 Co Creation

#2 Must have a well thought out Business Model

The ITC eChoupal Proposition

ICTs make it possible !

#3 The Orchestrator

#4 The Infrastructure

3 X 3 eChoupal Infrastructure

#5 Capability Building

Taking ICTs & Biz Models to Rural India

Taking ICTs & Biz Models to Rural India

ITC Limited

eChoupal Sagar

Thank You

Thank You

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