|The e-Choupal initiative
The Company continued to scale up the
e-Choupal network during the year. This pioneering initiative comprising 5,200 choupals,
currently reaches out to over 3 million farmers in the States of Madhya Pradesh, Uttar
Pradesh, Rajasthan, Karnataka, Maharashtra, Andhra Pradesh and Kerala.
The e-Choupal initiative, apart from
imparting knowhow and facilitating price discovery for the farmer, is fast becoming a
two-way distribution channel for goods and services. Pilot projects initiated in the
previous years were ramped up towards attaining commercial scale. Goods and services worth
nearly Rs 50 crores were sold during the year, primarily in Madhya Pradesh and Uttar
Pradesh, comprising agri-inputs, FMCG products, vehicles, consumer durables, insurance
products and other marketing services. Nearly 40 companies, both from the public and
private sector, are already being served by the network.