Vol. II: Shaping Information and Communication ... - IMA,ZLW & IfU

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178 2.12 CASE STUDY # 12: The e-Choupal Initiative Background & Context With the changing terms of trade, the Indian farmer with low risk taking ability, low investment capacity coupled with low productivity and weak market orientation is fast becoming globally non-competitive. To enhance the competitiveness of Indian agriculture and trigger a virtuous cycle of higher productivity, higher incomes, enlarged capacity for farmer risk management, larger investments, and higher quality and productivity within the given constraints confronting the sector; a market-led business model, under the brand name of “e- Choupal” was conceived. e-Choupal leverages Information Technology to virtually cluster all the value chain participants, delivering the same benefits as vertical integration does in mature agricultural economies. The International Business Division of ITC, a company that is one of India’s largest exporters of agricultural commodities, with considerable business interests in the hospitality industry, information technology, and specialty as well as lifestyle products, is implementing this initiative. Project Description Launched in June 2000, ‘e-Choupal’ has already grown to become one of the largest initiatives among all Internet-based interventions mounted by the corporate sector in rural India. 'e-Choupal' services today reach out to more than half a million farmers growing a range of crops as mentioned earlier: soybean, coffee, wheat, rice, pulses, and shrimp, in some 4,500 villages through 770 kiosks across four states [Madhya Pradesh, Karnataka, Andhra Pradesh and Uttar Pradesh]. To overcome the problems primarily of infrastructure inadequacies, including power supply, telecom connectivity and bandwidth encountered while setting up and managing these ‘e- Choupals’ several alternative and innovative solutions [some of them quite expensive] are being deployed. For example power back-up through batteries charged by solar panels, upgrading BSNL exchanges with RNS kits, installation of VSAT equipment, Mobile Choupals, local caching of static content on website to stream in the dynamic content more efficiently, 24x7 helpdesks etc.
179 As part of the e-Chaupal initiative, three specialized portals catering to three distinct farmer groupings have so far been launched, each with its own unique characteristics: Soya Choupal: This the unique web based initiative offers Soya farmers across India all relevant information, products and services that they may need to enhance their farm productivity, improve farm-gate price realization and cut transaction costs. Farmers can access latest local and global information on the weather, scientific farming practices as well as market prices at the village itself through this web portal - all in Hindi. The portal, with its backend integration also facilitates the supply of high quality farm inputs as well as purchase of soybeans at their doorstep. Aqua Choupal: This initiative is targeted at shrimp farmers in the state of Andhra Pradesh, and is an attempt to provide information, products and services necessary to enhance productivity, improve farm-gate price realization and cut transaction costs. This portal is in Telugu, and is designed to reach the farmers through the medium of the Village Prathinidhi (representative), himself a lead farmer, who is expected to act as the interface between the computer terminal and the farmers. Planters Net: Planters Net is aimed at the coffee planter and estate owner, who can avail information and market intelligence through the portal to successfully market his estate’s output in the normally volatile coffee market. Maximizing revenue in a volatile market depends on the development of a smart marketing plan. Planters Net helps in just that, by bringing its users real-time price and market information from around the world, and by guiding them through complex risk transfer mechanisms, or by giving them access to the various cash management tools that can de-link price fixation with cash. Services offered are: − − Prices [even as they are being traded] of Coffee and news affecting those prices. Parity Charts and Technical Analysis to help understand the logic behind price relationships & the trends. − − Risk Management tools to manage the price risk inherent in a volatile commodity that coffee is. Financing schemes against Coffee stocks that can supplement cash flow needs and facilitate deferred price fixation.
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Preface The EU-INDIA Cross-Cultural
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1 Part One: Human-Centred Informati
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3 1. Introduction: Information and
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5 Virtual Enterprise will be the no
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7 in these regions. These territori
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9 Beyond such business data, enterp
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11 of our reality and the world of
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13 The first view: Information Tech
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15 continuous learning processes me
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25 To develop further technology th
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27 To include ethics into the educa
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29 Jaspers, K. (1953). Introduction
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31 1. Introduction: The EU-INDIA Cr
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37 stakeholders in rural developmen
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39 − − − built upon the valor
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43 Agricultural Universities in the
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45 Farmer Exchange between Punjab a
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49 institutional focus, networking
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51 Patterns of Partner Collaboratio
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53 A network model of postgraduate
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55 Some experiences in interactions
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59 Part Two: Developing Education i
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61 1. Introduction: Technological a
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73 3.2 Introducing ICT based servic
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75 E-Commerce E-commerce refers to
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77 In India about 70% of the popula
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81 1. Introduction: Extending the C
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85 3.2 The UK context The Figure ab
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93 lot of the reason for this is to
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97 7. Conclusions: Utilizing EU Vis
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113 New Delhi University Education
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123 1. Introduction: The ICT Trajec
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Page 133 and 134: 131 Coded Knowledge Tacit Knowledge
Page 135 and 136: 133 CHAPTER SEVEN Informatics, Comm
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Page 139 and 140: 137 First, the National Registratio
Page 141 and 142: 139 2.2 CASE STUDY # 2: The ‘GYAN
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Page 145 and 146: 143 spread over 5 districts, ICT ki
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Page 193 and 194: 191 These innovative approaches not
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Page 201 and 202: 199 ITU: International Telecommunic
Page 203 and 204: 201 CHAPTER EIGHT Collaborations in
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Page 213 and 214: 211 bringing the benefits of new te
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Page 217 and 218: 215 52056 Aachen, Germany e-mail: i
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