The case examines in detail the initiatives taken by leading Indian FMCG company, ITC to utilize 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 program 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. Click here to read more…
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