Following the impressive success of ITC's e-choupal project, which has now become a major movement in rural India, the Company has moved on to the second phase of its initiative to improve the quality of life in India's villages. ITC has now unveiled the first 'Choupal Saagar' near Sehore in Madhya Pradesh. The 'Choupal Saagar' is a rural hypermarket which provides multiple services under one roof. It creates a platform for farmers to sell their produce. Farmers can also buy quality products for their farm and household consumption from 'Choupal Saagar'. This rural mall also provides farmers the invaluable additional services of soil testing, banking, insurance, medical facilities and restaurant. ITC plans to open 50 such hypermarkets over the next two years.