ITC, an Indian conglomerate company, has implemented a unique rural marketing initiative called `e-chaupals.` This initiative aims to empower farmers and rural communities by providing them with access to information, products, and services through digital platforms.

The `e-chaupals` are internet kiosks established in rural villages across India. These kiosks act as a platform where farmers can gather to access agricultural information, market prices, weather forecasts, and expert advice related to farming practices. The kiosks are equipped with computers and internet connectivity, allowing farmers to connect with the outside world and make informed decisions about their agricultural activities.

ITC leverages the `e-chaupals` to establish a direct link between farmers and its agri-business division. Through these digital platforms, ITC provides farmers with information on crop cultivation techniques, quality inputs, market prices, and facilitates the sale of agricultural produce directly to ITC. This eliminates intermediaries and ensures that farmers receive fair prices for their crops.

The `e-chaupals` not only serve as a means of marketing agricultural products but also promote social and economic development in rural areas. The digital connectivity provided by ITC helps in bridging the information gap, empowering farmers with knowledge, and enabling them to make better decisions for their farming activities.

Overall, ITC`s `e-chaupals` have been successful in transforming rural marketing by leveraging technology to empower farmers and improve their livelihoods.