Research Article Open Access

e-Choupal: Hope or Hype?

Neeraj Dangi1 and Harjit Singh1
  • 1 Institute of Management Education, India


Problem statement: This case looked at the cost benefit factor of e-Choupal model in rural India from socio-economic perspective since it is being projected as one of the models of rural empowerment. Questions were raised whether its growth both horizontally and vertically might be detrimental to sustainability of traditional agrarian economy. It also examined the role of ICT and government policies in this context. Approach: The study examined the above mentioned issues from the context of rural India. Empirical literature was referred to build a link between various rural issues and e-Choupal. Results: e-Choupal model may not be leading towards a holistic development since the individual income increase of participating members may be at the expense of non-participating members of the rural commune. Conclusion: The results indicated that the present modus operandi of e-Choupal may perhaps lead to further rural consolidation through corporatization rather than rural empowerment.

American Journal of Economics and Business Administration
Volume 2 No. 2, 2010, 179-184


Submitted On: 4 February 2009 Published On: 30 June 2010

How to Cite: Dangi, N. & Singh, H. (2010). e-Choupal: Hope or Hype?. American Journal of Economics and Business Administration, 2(2), 179-184.

  • 14 Citations



  • Rural India
  • agrarian economy
  • Information and Communication Technologies (ICT)
  • socio-economic development
  • e-Choupal
  • supply chain