The ITC e-Choupal Story: Profitable Rural Transformation
Rural India is a difficult location for business. Transport, power, and information infrastructures are inadequate. Business practices are underdeveloped. Lack of access to modern resources has resulted in an undertrained workforce. Rural society is structured around subsistence incomes. These and a litany of other constraints dissuade most companies from taking on the challenge of rural commerce. Yet, such an engagement can result in a win–win agenda. It can bridge rural isolation and the resulting disparity of incomes and opportunity for the poor while creating a new profit opportunity for firms willing to tackle the inefficiencies. The question is how modern resources and methods can ...
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