Product details

The case examines in detail the initiatives taken by leading Indian FMCG (fast moving consumer goods) company, ITC Ltd, to utilise the potential of information technology for improving the performance of its agricultural commodities export business in the early 21st century. This exercise, carried out under the name ''e-choupal'' was essentially an effort to build a strong supply chain network for sourcing of agricultural products. The case discusses in detail how the company designed and executed the e-choupal project in the country''s rural areas. The measures taken to overcome the various problems faced while implementing this programme have been explored in depth. The case also describes the benefits that the company derived out of the e-choupal initiative and provides information regarding ITC''s future plans to make optimum use of the network. The case is structured to enable students to: (1) understand the circumstances that led to the evolution of e-choupal initiative; (2) understand the concept and functioning of e-choupals; (3) compare and contrast the functioning of the e-choupal system against the functioning of traditional agribusiness supply chain; (4) study the approach, methodology and processes involved in the implementation of e-choupals and also its potential to become a ''meta market'' for different goods; and (5) understand the benefits that a company can derive by applying information technology to traditional business. The case is targeted at MBA/PGDBA students for a knowledge, information and communication systems management curriculum. The teaching note does not contain an analysis of the case.