In a country where 200 million people are engaged in farming or related activities, ITC (India Tobacco Company) is developing its internationally competitive agricultural business by empowering, not eliminating, the independent small farmer. The company is setting up of a network of Internet-connected kiosks, known as e-Choupals, through which farmers can receive all the information, products and services they need to enhance their farming productivity and receive a fair price for their harvest. Through the Choupal, ITC sources the farmer's produce directly, reducing its procurement and transaction costs.

As of February 2007, ITC has set up over 6,000 e-Choupals covering seven states and 31,000 villages. By 2010, the e-Choupal network plans to cover over 100,000 villages, representing one sixth of rural India, and create more than 10 million e-farmers.

ITC is investing US$1bn over the next 7-10 years for 'Choupal Sagars,' or business hubs, to establish village-level infrastructure. Having successfully piloted 10 such stores - selling everything from tea to steel utensils - ITC will continue to expand the business model.

Capitalizing on this success, ITC is entering the health and education field by offering telemedicine services at its Choupal Sagars as well as piloting intiatives to help teachers introduce technology to their students.