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In6e choupalcasestudy-111128013433-phpapp01

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Rahul Maheshwari
Rahul Maheshwari

The document summarizes the E-Choupal initiative by ITC to create an electronic network of village kiosks. It notes that E-Choupal is scaling up to 40,000 villages across 15 states, adding six new kiosks daily. The kiosks provide farmers real-time access to commodity prices, weather and other farm information. E-Choupal also acts as a supply chain for farm inputs and a direct marketing channel for farm produce, lowering transaction costs. The initiative has modified the traditional farm production channel and business model through substitution and elimination of middlemen like traders and wholesalers.

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11/28/11 E-Choupal Case Study - Insights
11/28/11 E-Choupal Network Size ? Adding Six New Choupals Every Day ? Scaling up to 40,000 Villages in 15 States
11/28/11 The eChoupal Services ? Relevant & Real-time Information ? Commodity prices, Local Weather, News ? Customised Knowledge ? Farm Management, Risk Management ? Supply Chain for Farm Inputs ? Screened for Quality, Demand Aggregation for Competitive Prices & Efficient Logistics ? Direct Marketing Channel for Farm Produce ? Lower Transaction Costs, Better Value through Traceability INNOVATION What type of innovation? Major BM + Tech Change Radical Innovation
11/28/11 Other Services through eChoupal ? Distribution of Products and Services to Rural Markets ? Micro marketing ? Product/Services Demos ? Marketing and Brand Building activities ? Pilots ? eHealth with Private Health Service Providers ? eEducation ? Rural BPO INNOVATION What type of innovation? Little BM + Technology Change Incremental Innovation
11/28/11 P r o d u c t io n C h a n n e l P r io r t o e -C h o u p a l Farmer Regulated Markets (15-75%) Trader Private Miller Commission Agent Wholesaler (20-80%) Village Trader Ghani Producer Coop (3-5%) Cooperative Mill SCAMPER How is this tool applied here?
11/28/11 T h e e -C h o u p a l B u s in e s s M o d e l Farmer Regulated Markets (Fair Market Price) Private Miller Commission Agent (hired by ITC) Village Trader Ghani Producer Coop (Negotiated Price) Cooperative Mill E-Choupal ITC ITCCommission SCAMPER Substitute ¨C Eliminate ¨C Replace
11/28/11 Farmer Regulated Markets (Fair Market Price) Private Miller Commission Agent (hired by ITC) Village Trader Producer Coop (Negotiated Price) Cooperative Mill E-Choupal ITC ITCCommission H o w t h e e -C h o u p a l B u s in e s s M o d e l w o r k s Eliminate Eliminate Substitute Replace Ghani Wholesaler (20-80%) Trader SCAMPER Substitute ¨C Eliminate ¨C Replace
11/28/11 SCAMPER ¨C Tool for Innovation Modify Supply Chain
11/28/11 7 Rules E-Choupal 1. Strong Leadership 2. Integrate into Business Model 3. Align Type & Amount 4. Manage the Tension 5. Netralize Antibodies 6. Recognize Networks 7. Rewards & Incentives Source: Making Innovation Work (Davila, Epstein, Shelton) 2 1 3 5 7 4 6

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In6e choupalcasestudy-111128013433-phpapp01

  • 2. 11/28/11 E-Choupal Network Size ? Adding Six New Choupals Every Day ? Scaling up to 40,000 Villages in 15 States
  • 3. 11/28/11 The eChoupal Services ? Relevant & Real-time Information ? Commodity prices, Local Weather, News ? Customised Knowledge ? Farm Management, Risk Management ? Supply Chain for Farm Inputs ? Screened for Quality, Demand Aggregation for Competitive Prices & Efficient Logistics ? Direct Marketing Channel for Farm Produce ? Lower Transaction Costs, Better Value through Traceability INNOVATION What type of innovation? Major BM + Tech Change Radical Innovation
  • 4. 11/28/11 Other Services through eChoupal ? Distribution of Products and Services to Rural Markets ? Micro marketing ? Product/Services Demos ? Marketing and Brand Building activities ? Pilots ? eHealth with Private Health Service Providers ? eEducation ? Rural BPO INNOVATION What type of innovation? Little BM + Technology Change Incremental Innovation
  • 5. 11/28/11 P r o d u c t io n C h a n n e l P r io r t o e -C h o u p a l Farmer Regulated Markets (15-75%) Trader Private Miller Commission Agent Wholesaler (20-80%) Village Trader Ghani Producer Coop (3-5%) Cooperative Mill SCAMPER How is this tool applied here?
  • 6. 11/28/11 T h e e -C h o u p a l B u s in e s s M o d e l Farmer Regulated Markets (Fair Market Price) Private Miller Commission Agent (hired by ITC) Village Trader Ghani Producer Coop (Negotiated Price) Cooperative Mill E-Choupal ITC ITCCommission SCAMPER Substitute ¨C Eliminate ¨C Replace
  • 7. 11/28/11 Farmer Regulated Markets (Fair Market Price) Private Miller Commission Agent (hired by ITC) Village Trader Producer Coop (Negotiated Price) Cooperative Mill E-Choupal ITC ITCCommission H o w t h e e -C h o u p a l B u s in e s s M o d e l w o r k s Eliminate Eliminate Substitute Replace Ghani Wholesaler (20-80%) Trader SCAMPER Substitute ¨C Eliminate ¨C Replace
  • 8. 11/28/11 SCAMPER ¨C Tool for Innovation Modify Supply Chain
  • 9. 11/28/11 7 Rules E-Choupal 1. Strong Leadership 2. Integrate into Business Model 3. Align Type & Amount 4. Manage the Tension 5. Netralize Antibodies 6. Recognize Networks 7. Rewards & Incentives Source: Making Innovation Work (Davila, Epstein, Shelton) 2 1 3 5 7 4 6