Date post: | 04-Nov-2014 |
Category: |
Documents |
Upload: | ravindra-nimbalkar |
View: | 9 times |
Download: | 3 times |
If you can't read please download the document
Presented By Mr. Ravindra Mr. Ajinkya Mr. Mangesh Mr. Sharad Mr. Rahul
Agenda1ITC e-Choupal : An Introduction, Stake holder AnalysisComparison of status of Supply Chain before and after ITC e-Choupal Critical Analysis, and Comparison with HKB Future Scope
23
4
ITC e-Choupal : An Introduction
ITC :An Overview Incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company Company rechristened 'ITC Limited in 1974
One of the 8 Indian Companies to feature in Forbes A-list for 2004 Only Indian FMCG Company to feature in Forbes 2000 List Among top in :
Sustained value creation (BT-Stern Stewart survey) Operating profits Cash Profits Ranks No. 4 among Indian listed Private Sector Companies by market cap. (@ April
09)
No. 1 in FMCG Sector Rated as one of Indias Most Respected Companies (IMRB-Businessworld Survey 2006) Diversified conglomerate with interests ranging from Tobacco to Hospitality
ITCs Agri Commodity Divison Farm linkages in 14 states covering Soya, Wheat, Marine products,
Coffee etc. Focus on value added agri commodities Unique CRM programme in commodity exports Leveraging IT for the transformational e-Choupal initiative
Rural Indias largest Internet-based intervention Over 40,000 villages linked through 6500 e-Choupals servicing over 4 million farmers
Distinctive sourcing capability for ITCs Foods business
The predicament of Indian FarmersLow Risk Appetite
Low Margins
Caught in a vicious cycle of underdevelopment
Low Investment
Low Value Addition Weak Market Orientation
Low Productivity
ITC e-Choupal Started in the year 2000 Target Area so far 38,000 villages, 6500 kiosks, 9 states Wholly owned by ITC
Why it become a success ? Only initiative to attempt to combine Services and an Effective Business Model successfully
Designed to address the issues such as:1. 2. 3. 4.
Fragmented farms Weak institutions Involvement of intermediaries Information Asymmetry
ITCs Supply chain of Soya bean before eChoupal Initiative
Pakka Adtiya (Registered Dealer)Agri-Input CompaniesDealer/ Stockiest Retailer
Trader
Broker
ITC-IBDAgril University, Met Dept, Insurance Co.VLW (of Dept of Agriculture)
Kaccha Adtiya (Un-Registered Dealer)
Processor
Money Lender
Farmer
ITCs Supply chain of Soya bean after eChoupal Initiative
Supply chain post re-engineeringPricing Inbound Logistics Inspection Grading Weighing and Payment Hub Logistics Technolog ical support
Pricing Previous days closing price used as benchmark price for next day Mandi prices communicated to sanchalak through e-Choupal portal Sanchalak inspects the sample, assesses quality and gives farmer a conditional quote and a note (name/village/quality tests/approx. quantity/conditional price), if farmer decides to sell to ITC
Pricing
Inbound Logistics
Inspection Grading
Weighing and Payment
Hub Logistics
Technolog ical support
Inbound Logistics Farmer proceeds to the nearest ITC procurement hub with the note Some procurement hubs are ITC factories, others are purely warehouse operations ITCs aim is to have a processing centre within 30-40 km radius of its farmers
Pricing
Inbound Logistics
Inspectio n Grading
Weighing and Payment
Hub Logistics
Technolo gical support
Inspection and Grading At the ITC procurement hub, laboratory tests are conducted on a sample of farmers produce To change farmers attitude and appreciating produce quality, ITC is developing lab tests to reward farmers with reward points for better quality supply
Pricing
Inbound Logistics
Inspectio n Grading
Weighing and Payment
Hub Logistics
Technolo gical support
Inspection and Grading At the ITC procurement hub, laboratory tests are conducted on a sample of farmers produce To change farmers attitude and appreciating produce quality, ITC is developing lab tests to reward farmers with reward points for better quality supply
Pricing
Inbound Logistics
Inspectio n Grading
Weighing and Payment
Hub Logistics
Technolo gical support
Weighing and Payment Farmers produce is weighed on electronic weighbridge He is then given full cash payment Freight expenses are reimbursed Appropriate documentation at each stage and farmer is given a copy of that Samyojaks handle cash operations
Pricing
Inbound Logistics
Inspectio n Grading
Weighing and Payment
Hub Logistics
Technolo gical support
Hub Logistics Farmer transports his produce to the nearest processing centre or storage hub ITC incurs the transportation cost The farmer bears the risk of transportation until produce is delivered and the sale is completed
Pricing
Inbound Logistics
Inspectio n Grading
Weighing and Payment
Hub Logistics
Technologicalsupport
Technological support Nodal platform catering to commodity blending, agricultural trading, e-choupal &rural distribution 24,000 personalized business function points 110,000+ pre-built business function points Integrated Business Systems for Direct Agriculture Procurement, Rural Distribution, e-Choupal Management, Exports, Insurance, Aqua Processing & Commodity blending Support for 8 local languages
A win-win DealFarmers gain Better information Content Better info timing Less transportation Cost Transaction duration Weighing accuracy Professionalism ITC gains Disintermediation savings Freight costs Quality control Risk management
Transaction cost in Mandi Chain (before e-Choupal)
Transaction cost in Mandi Chain (after e-Choupal)
Synergies for ITC
Generation of Goodwill & positive public opinionBetter supply chain for ITCs Food & Agri Businesses Costs, Quality, Traceability Access to the Underserved Rural Markets Through a Virtuous Cycle created by Larger Incomes, and founded on Trust that is built New ITES Business Opportunities Health, Education, Entertainment, e-Governance
Synergy Redefined :The FutureVPN providing SCM, ERP & CRM capability
F A R M E R S
e-choupal rural two-way fulfillment capability
Cigarette Trade Marketing capabilityExpanded FMCG distribution capability
M A R K E T S
Branded Foods
Lifestyle retailing
Education Stationery
Matches & Agarbattis
A basis for strategic partnerships with other FMCG brand owners
Other e-Choupal Initiative
Companies using e-Choupal network
Critical Analysis of ITCs Supply Chain
Stake holder AnalysisPrimary Stakeholders Interest Access to information Empowered decisions Improved agriculture Economic benefits through lower transaction costs and process efficiencies Served with dignity Knowledge bundled sale of goods and services Co-opted in product design Hope for a brighter future Lower procurement costs Direct interaction with farmers - Control on quality & supply security Low cost distribution channel Access to market intelligence Gain access to global markets through ITC and commission to compensate some of the loss revenue
Farmer Community
ITC
Commission Agents (Kachha & Pakka Adatiyas)
Efficiencies in e-Choupal network Last mile low cost solution Full Service approach Demand aggregation Third party seller Extensive use of technology
Access to information about customers Pull based strategy
Drivers of Supply ChainInformation Logistics at hub Transportation
Who are in problemsLocal Mandi Mandi laborers
Risk associated with e-ChoupalEroded dominance of Commission agent Authenticity of information
Market near Mandi Small processors Problem of Power and internet connectivity
Storage facilities at hub
Comparison with Haryali Kisan Bazar
Hariyali Kisaan BazaarLoan for pass through to farmers
Hariyali kisaan bazaar
Other companies
Extension service
ICICI Bank
Farmers
Repayment of loan with interest
Produce procurement
DSCL
E-chaupalMain Procurement
Haryali Kisaan BazaarRural Retail
objectiveBenefit to the computer application to provide farmers Synergies market information Synergies with products which ITC is manufacturing provide better method of cultivation by trained agronomist Synergies with what DSCL is selling(inputs to agriculture plus other
servicesEconomies of 25-30 km area coverage scale Procurement centre near small town Strategically placed near petrol pump mainly 20-25 km area coverage
Future of e-Choupal
e-Choupal 2.0
ITC e-Choupal Footprint