1. Experiences in improving farmers’ income 3rd December 2012

2. Hardworking Indian farmers are constrained… SmallHeterogeneous HinterlandsPoor Infrastructure

3. Low Risk Taking Ability Low Investment Low Productivity Low Value Addition Low Margin Weak market Orientation Vicious cycle of low productivity

4. Connectivity through Lead Farmer 6500 e-Choupals cover around 40,000 villages benefiting 4 million farmers Reaching farmers through eChoupal

5. Buy-Sell Transactions – Pre eChoupal VILLAGE TOWN Farmer Mandi Price Discovery @ Sell Transaction PRODUCT & SERVICE PROVIDERS Money Lender Financing Market Transaction Extension Center Knowledge (Use) Sell: Buy: Middleman sunk costs, inconvenience, other losses high prices, spurious goods, information not timely Information (Aggr)

6. Buy-Sell Transactions through eChoupal TOWN Mandi Samyojak Choupal Saagar VILLAGE Farmer Sanchalak Transactions Sell: Buy: Information (e.g., Price Discovery) Knowledge (Customized) PAN-INDIAN PRODUCT & SERVICE PROVIDERS Price discovery @ village, choice, efficiency Information + Customized Knowledge @ village, high quality, competitive prices, superior service

7. Productivity Enhancement A Holistic, Integrated farm extension program aimed towards yield and quality improvement

8. Public Research Instittues IARI, DWR PAU ARI UAS-D Private Input companies BAYER CROPSCIENCE PRO AGRO MONSANTO Panel of scientists & ITC team -content management -project plan Farmer groups DoA /Govt officials DMs DDAs Extension workers ADOs ITC’s echoupal Platform (Monitoring and Assesment, Data capturing & analysis) Participating farmers Private Output company ITC Newspapers LOCAL EDITIONS FUNDS Communication & Publicity Participation & endorsement Quality Inputs Need Gap analysis Quality Inputs Market awareness Ripple effect-village meetings Package of practices Kisan Credit Card - SBI Risk mitigation CPK : A Grand Orchestra

9. CPK Value Proposition Value Farmers ITC Channel Partners Incremental Yield Risk mitigation Traceability Seed to Seed linkage End User Interface Data base Incremental Sales

10. Process driven execution…. Communication Registration Training Field visits Farmer meets Output Measurement Deployed Trained Agriculture Graduates

11. Some Success Stories of CPK Soybean Wheat Paddy Barley

12. Key Success Factors  Ecosystem Approach Collaboration of all key stake holders Industry participants, Customers, Research Institutions  Integrated Approach Seed to Seed  Execution Process driven  Communication Use of multiple mediums and technology

13. Connecting through Multiple Media

14. Challenges  Solutions suited EACH farmer EVERY season  Farm level constraints  Infrastructure constraints

15. Improving Quality of Life in Rural India Venkata.velugubanti@itc.in Thank You