ROLE OF IT IN RURAL MARKETING

ROLE OF IT IN RURAL MARKETING :

ROLE OF IT IN RURAL MARKETING By Prakash bari UNIT-X

The Context:

The Context 72% of India lives in its villages 60% of workforce related to Agriculture Agriculture accounts for 24% of GDP

The State of Indian Farmer:

The State of Indian Farmer Small Landholdings Low literacy , Low Income Over dependence on Rain Weak Infrastructure : Physical , Social Underserved on supply side Monopoly channel on demand side Over dependence on intermediaries

Slide 4:

A premiere S & T institution of the Government of India Established in 1976, for providing e-Government / e- Governance Solutions In 1975, the GOI decided to take effective steps for the development of information systems and utilization of information resources Active promotion and implementation of Information and Communication Technology (ICT) solutions in the government

LIST OF ICT INITIATIVE:

LIST OF ICT INITIATIVE Land record Computerization Eg . Bhoomi (Karnataka), Tamil Nilam (Tamil Nadu), Bhuyan ( chhatisgarh ), Bhumi (West Bangal Agarmarket Asha ( assamagribusiness.nic.in) Rural bazar E-Governance for Rural Masses Rural Digital Services Lokvani Lokmitra (In himachal Pradesh)

Case study :

Case study

Agricultural marketing:

Agricultural marketing Agriculture, in the broadest sense means activities aimed at the use of natural resources for human welfare. marketing is a series of activities involved in moving the goods from the point of production to the point of consumption . The agricultural marketing system is a link between the farm and the non-farm sectors .

Efficient Marketing System:

Efficient Marketing System To enable the primary producers to get the best possible returns. To reduce the price difference between the primary producer and ultimate consumer. To make available all products of farm origin to consumers at reasonable price without impairing on the quality of the produce.

Common defects agricultural marketing in India :

Common defects agricultural marketing in India Lack of organization Presence of middlemen Numerous market charges Market malpractices Lack of standard weights and measures Inadequate storage No standardization of price and quality Lack of marketing finance Want of proper market information

Slide 10:

What is e- choupal ? It is developed by ITC It is necessary because of Rural development “village meeting place”. The main attractiveness of e-choupal is that it can be used for connecting large producers/small producers and small users/large users, Place where vendors and customers come together.

Slide 11:

Reason behind e- choupal 65% of Indian population lives in 600000 villages It contributes around 26% of the total GDP. Indian farmer locking him up into a vicious cycle of low risk taking ability Low investment Low productivity, Weak market orientation, Low value addition, Lowmargin.

:

ITC’s Supply chain of Soya bean after e-Choupal Initiative Supply chain post re-engineering

Slide 14:

e-Choupal provides farmers with all the market information Benefit of e- Choupal Creative use of information technology through e-Choupal, like Real time information on monsoon, Prices,News, Risk Management Modern farming Practice, Facilitated the interaction between company and village community.

Slide 15:

e- Choupal Now States covered 10 Villages covered 40,000 No. of e-Choupals 6,500 Farmers e-empowered 4 million Now e- Choupal

Slide 16:

e- Choupal Provide Education Medical Loan etc

Other e-Choupal Initiative:

Other e-Choupal Initiative

Companies using e-Choupal network:

Companies using e-Choupal network

ITC e-Choupal Footprint:

ITC e-Choupal Footprint