This case-let presents the model by which ITC’s “e-Choupal” initiative helped redefine how farmers in some states in India could sell their produce at fair prices by eliminating intermediaries and added transportation costs. The model helped find a participatory approach to the many challenges that plague the agrarian sector in India. The case-let helps readers understand the context of the problem with evidence and provides details of the e-Choupal model and its positive impact on the farmer’s collective.
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