ITC’s Sustainability Initiatives in Agriculture Through E-Choupal.

The following case study gives an insight into the E-Choupal initiative of ITC. ITC used Digital technology for the betterment of agriculture in villages in India. This initiative was launched in 2000 and makes farmers’ lives easier by guiding them about the weather, different farming methods, and market costs, thus enabling them to make well-informed decisions. In addition to this, it increases farmers’ incomes by supporting sustainability in farming practices and increasing productivity by permitting them to sell to markets without the use of middlemen. E-Choupal has emerged as a vital platform for the enhancement of rural development. It has more than 6100 kiosks in 10 states, catering to over 4 million farmers. ITC’s business goals merge with its social responsibility enterprise by strengthening supply chain efficiency, thereby aligning with its Sustainability aims.