ITC's e-Choupal project has radically changed the way of life for Abhishek and thousands of soyabean farmers like him. Till yesterday they did not know whether it was going to rain or shine in their village. Nor did they know how to realise the best price for their produce. Today they have ITC's e-Choupal Internet kiosks, available virtually next door in their villages.
ITC's dedicated websites enable these farmers to access information on best farming practices, order high quality agri-inputs online, ascertain the prevailing domestic and international prices for their produce, and get the latest local weather forecasts all customised in the local language. In the very first full season of e-Choupal operations in Madhya Pradesh, soya farmers sold nearly 50,000 tons of their produce through the 'soyachoupal' Internet platform. This overwhelming farmer response bears telling testimony to the transparency brought about by e-Choupals, eliminating in the process all non-value adding intermediate activities.