e-Choupal: Reinventing Market Linkages in Agriculture

This case-let presents the model by which ITC's “e-Choupal” initiative helped redefine how farmers in some states in India could sell their produce at fair prices by eliminating intermediaries and added transportation costs. The model helped find a participatory approach to the many challenges that plague the agrarian sector in India. The case-let helps readers understand the context of the problem with evidence and provides details of the e-Choupal model and its positive impact on the farmer’s collective.