15 September 2021, Madhya Pradesh: ITC has proposed to build a Customized ‘Site Specific Crop Advisory’ service with an objective to transform the conventional crop-level generic-advisory to a more customized site-specific crop advisory to the farmers using a digital crop monitoring platform, hosted on ITC’s e-Choupal 4.0 digital platform, supported by an on-ground handholding ecosystem. The proposal will be implemented in identified villages of Sehore and Vidisha districts of Madhya Pradesh and support Wheat crop operations.
ITC signed an MOU with the Department of Agriculture & Farmers Welfare, Ministry of Agriculture & Farmers Welfare to conduct the proposed pilot test in the proposed geography. The MOU aimes at Increasing farmers income and protecting their produce mentioned Mr. Narendra Singh Tomar, Union Minister of Agriculture during the event.
ITC Limited is engaged in agri business through one of its business divisions called Agri Business Division. ITC had earlier pioneered a unique internet-based initiative called the “e- Choupal” network for making various goods and services available in rural areas and for disseminating various crop advisory information to benefit farmers. ITC has been enhancing the versatility of e-Choupal with appropriate technological up gradation from time to time. Presently, ITC is in the process of developing e-Choupal in the form of a mobile application.