Traditional Soybean Agricultural Business: ITC is one of Indias leading private companies with revenue of $2 billion. The soybean and its derivatives comprised two-thirds of ITCs agricultural export business. The inefficient agricultural supply chain was hurting ITC. They were not able to make financial benefits from any profits made off the valuable soybean-derived materials. The weaknesses of the soybean agricultural business before the eChoupal initiative: 1. Predicting Weather: The weather forecasts were rarely communicated to the remote villages of the rural farmers. As a result farmers were not able to get correct information about rains. This affected the timing of various farm operations such as application of herbicides and fertilizers. 2. Pricing: The discovery of price for farmers only happened by word of mouth. They had no other way of knowing ahead of time what price would be offered the day they arrived at the mandi. 3. Intermediaries or Commission Agents: The farmer didnt have an option of selling the soybean other than mandi. On any given day, at least ......

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