ITC e-Choupal 3.0

by: C.K. Prahalad, M.S. Krishnan

Publication Date: May 23, 2011
Length: 24 pages
Product ID#: 1-428-915

Core Disciplines: Base of the Pyramid, Communications, Information - Technology & Management, International Business, Operations Management/Supply Chain, Strategy & Management

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Teaching Note

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This case study is an in-depth analysis of ITC’s initiative to develop third-generation e-Choupals, or internet-enabled computer stations based in villages. The first e-Choupals provided information on weather, best practices, crop details, market prices, and important local news to farmers in 1999. The third generation e-Choupals are envisioned to mitigate a lack of information about the reasonable price that their crops could command – an issue that local markets exploited fully and put farmers at a significant disadvantage. ITC is one of India’s largest private sector conglomerates with diversified presence in industries including food, agriculture, hotels, cigarettes, personal care, paper and stationery, and a market capitalization of $19 billion, with sales exceeding $5 billion. ITC is ranked among the world’s most reputable companies by Forbes magazine and listed as one of India’s most valuable companies by local Indian business magazines.

Teaching Objectives

After reading and discussing the material, students should:

  • describe appropriate business terms and principles approriate to this case,
  • apply critical concepts from earlier learning to define a solution to the case,
  • successfully articulate data and information in support of the solution proposed,
  • critically analyze and discuss other responses and solutions to the case,
  • draw lessons from the case analysis,
  • generalize the learnings of this case to other business challenges and decisions in organizations other than the one analyzed in this case study,
  • demonstrate leadership and scholarship in analysis.