UPSC Prelims 2005 Q33: Indian Economy – Agriculture & Rural Development
Which one of the following companies has started a rural marketing network called
‘e - chaupals’?
- (a) ITC
- (b) Dabur
- (c) Proctor and Gamble
- (d) Hindustan Lever
Answer: (a) ITC
Explanation
e-Choupal
| Company | Rural initiative |
|---|---|
| ITC | e-Choupal — internet kiosks for farmers, launched 2000 |
| Hindustan Lever | Project Shakti (self-help group sales) |
| Dabur | No e-Choupal |
| Procter and Gamble | No e-Choupal |
ITC started the e-Choupal rural marketing network, beginning with soybean farmers in Madhya Pradesh.
Answer: (a) ITC.
Why each option is right or wrong
- (a) CORRECT. e-Choupal is ITC's initiative.
- (b) Incorrect. Dabur has no e-Choupal network.
- (c) Incorrect. Procter and Gamble did not start it.
- (d) Incorrect. Hindustan Lever runs Project Shakti, not e-Choupal.
Key point
ITC e-Choupal (2000), HUL Project Shakti (2001).
Remember
ITC launched the e-Choupal network.
Common mistakes
- Confusing e-Choupal with HUL's Project Shakti.
- Thinking e-Choupal is a government scheme.
- Forgetting it began with soybean farmers in MP.
Exam tip
Rural IT: ITC (e-Choupal), HUL (Shakti), Tata (Kisan Sansar).
Sources
- ITC — e-Choupal Initiative
- ITC Limited — Report and Accounts 2005 (e-Choupal)