Swimming through Blue Ocean

The ITC eChoupal Story

India Blue Ocean Strategy Research Centre TAPMI

Bengaluru, 18 Sep 2010
S Sivakumar
 Our Red Ocean!
The Context of Rural Marketing in India

Feature stripped products @ low prices

Single serve packs @ unit prices

Essentially, competing for a larger share of the small wallets…

S Sivakumar
 ITC eChoupal
The Blue Ocean Idea

Fortune “for” the Bottom of the Pyramid

Raise incomes of rural people. Profitably!

Gain larger share of expanding wallets…

S Sivakumar
The Red Ocean of Farm Produce Marketing

Mandi

S Sivakumar
Five Birds with One Stroke

Price Discovery in the Village

S Sivakumar
 1

Elimination of non-value adding costs

S Sivakumar
 2

Enhance value delivered to the Consumer

S Sivakumar
 3

Emotional connect with the Farmer

Tagline: Kisanon ke Hith mein; Kisanon ka Apna

S Sivakumar
 4

Same eChoupal infrastructure as rural marketing platform

S Sivakumar
 5

Raise productivity & quality of farm produce

S Sivakumar
 The Execution Formula
Have your cake & eat it too!

Middlemen as Samyojaks
(Leverage their capabilities, yet bypass them)

Lead Farmers as Sanchalaks

(Fusing Social Capital with Market Mechanisms)
S Sivakumar
 Thank You

S Sivakumar