The Role of E-Choupal in Marketing Management of Soybean in Vidarbha Region of Maharashtra State
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Date
2011
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Publisher
UAS, Dharwad
Abstract
The Indian Tobacco Company (ITC) initiated an e-Choupal experiment to link
directly with rural farmers through the internet. This began as an effort to re-engineer
the procurement process of agricultural produce like soybean, wheat, coffee and
prawns in rural areas. The programme involves the installation of computers with
internet access in rural areas to offer farmers precise information about agricultural
production and marketing activities. This study throws light on changing behaviour of
farmers towards this latest technology in agriculture. The study has been undertaken
in Amravati district of Maharashtra state.
The study revealed that, cent per cent farmers had awareness regarding
services provided by e-choupal, preferences under e-choupal, operating personnel
(Sanchalak), quality tests before purchase, expenses incurred during marketing and
sale proceeds. The total cost incurred in soybean cultivation was 11,821.88 per acre
in e-choupal beneficiary category as compared to 11,705.30 per acre in nonbeneficiary
category, which was slightly higher. The net returns per quintal obtained
by beneficiary farmers were higher ( 895.36) as compared to non-beneficiary
farmers ( 602.26). Information on market price ranked first and foremost among the
factors responsible for farmers’ participation in e-choupal whereas Fast Moving
Consumer Goods (FMCGs) were given the last ranking by farmers. Inadequate
transportation facilities was a major problem for around 90.67 per cent beneficiaries,
followed by low price at the peak period (85.33 per cent) and high transportation cost
(78.67 per cent). The most important problems faced by e-choupal were related to
infrastructure, farmers related problems, maintenance and marketing. There is a need
to strengthen the network of e-choupals to benefits farmers at large which will bring
higher net returns.