Drafted against the scenario of an under-served, over-misused rustic India, this case highlights how the utilization of innovation by the Indian combination ITC changed the lives of numerous country Indians while it was profiting the organization. Persistently tormented by a wasteful inventory network in country farming, ITC executed the e-Choupal activity in 2000. Under the activity, ITC set up little Internet booths in towns that permitted agriculturists access to an effective and straightforward distinct option for the customary mandi for promoting their produce. By setting up an immediate channel between the rancher and ITC, e-Choupal essentially minimized the part of go betweens, in this way guaranteeing agriculturists more cash for their produce. In doing as such, e-Choupal moderated ITC's agrarian production network concerns as well as accomplished a more prominent great the financial inspire and strengthening of the Indian agriculturist. In spite of the fact that e-Choupal was considered as ITC's solution for their production network hardships, ITC rushed to understand that they had found the sensitive harmony between accomplishing corporate productivity and making a social commitment. Mindful of the large number of difficulties confronted by ruined rustic Indians, ITC augmented its e-Choupal system to convey center administrations, for example, access to medicinal services, training and data. They even liaised with different organizations, including quick moving shopper merchandise organizations and account organizations, to convey items and administrations to provincial Indians that had beforehand summoned gigantic premiums or were just occupied. Advancing into a stage for group advancement, e-Choupal was both destroying neediness and wearing down country detachment, even while ITC kept on appreciating the advantages of useful obtainment and circulation quality chains.