ITC's e-Choupal boosts farmers' income by 50% with direct sourcing

The e-Choupal ecosystem has so far reached out to four million farmers

The Farm Acts may have opened up a debate about whether or not the entry of the corporate sector would actually lead to rise in farmer incomes. ITC, one of India’s largest conglomerate, however, claims it has already demonstrated corporate intervention in agriculture pays going by the success of its famed e-Choupal model.

The company says farmers have earned up to 50 per cent more by using e-Choupal, which it uses for direct sourcing of agri commodities. An important part of ITC’s agri sourcing infrastructure, it is a combination of click and mortar. While farmers benefit through enhanced farm productivity