India’s First Rural Mall
Posted : October 5, 2004 at 7:22 pm [IST]
I had written about the effort of ITC to reach rural customers earlier. Recently, ITC has launched the first rural mall-Choupal Sagar at Rafiqganj that is a little village about four kilometres from Sehore town in Madhya Pradesh. In continuation with its project e-Choupal, Chaupal Sagar is the first rural mall in the country andt stands on an eight-acre plot with a shopping area of 7,000 square feet.
The farmers can buy soaps, detergents and toothpaste, almost everything they need for the family including TVs, DVD players, pressure cookers, room heaters, watches, sewing machines and grinders and, of course, cigarettes. Motorbikes or even tractors are also available. The company is marketing a new range of clothings and shoes too for the rural customers. And the plans are very ambitious. Starting in the first week of October, the daily sale is already between Rs 70,000 to 80,000- not bad as a business proposition too.
The idea is to create a one-stop destination for farmers. The farmer, with his family, drives into Chaupal Sagar in a tractor trolley laden with the produce from his field, he proposes to sell. His grain weighed on the digital weighing machine, he drives on to the godown where the produce is unloaded. Meanwhile, his kids can enjoy the swings and video games and his wife may like to move around and select the items she needs for the household. As soon as the farmer gets his cash, they make the required purchases and drive back by evening. They can, for a change, have their lunch in the cafeteria. If he intends to, he can even carry fertilisers and pesticides and get a diesel fill for his tractor.
The shopping area is only a part of the vast Chaupal Sagar. At the back of the mall is a godown where ten thousand tonnes of grain can be stored. Then, the entertainment area with video games and swings. A diesel pump, a cafeteria and a soil-testing laboratory are also coming up and so is a sale point for fertilisers, pesticides and other agro-inputs. A bank, an insurance company office and a training centre for farmers will complete the set-up. If he needs to, the farmer can consult a doctor who will be available on the premises. Is it not the beginning of the great change the villages will be undergoing in months and years to come? Only it requires speeding up. This oasis must multiply fast throughout the country.
If the Chaupal Sagar set up at a princely cost of Rs 4.5 crore succeeds, then ITC has plans to set up five rural malls in Madhya Pradesh by next March. I wish many of the larger enterprises show such innovative interests in bringing prosperity to the villagers and farmers that in turn will open a huge market that is still not explored.
As I mentioned in my earlier entry, ITC started with e-chaupals that have reached now to 1,700 units in 26 districts. These e-chaupals are small units set up to help farmers. Typically, each unit has a Rs 2 lakh infrastructure including a computer, a UPS and a telephone line for logging on to the internet. A room in the house of a medium-level farmer usually serves as the e-chaupal. The farmer is called the Sanchalak who provides free information to the others about the prices and demand for agriculture produce in different mandis for a commission, when a farmer sold his produce to ITC.
With prosperity coming to the rural areas, these malls may become a great success and may change the rural areas significantly and will go a long way in meet the requirement of PURA. I am sure the mall may be used by other manufacturers too to market their produce in rural areas. The idea needs a close watch and the government should be wise enough to support the entrepreneurs.
- Indra
Category: Rural development |
33 Comments »
“.. Is it not the beginning of the great change the villages will be undergoing in months and years to come?”
Indeed. Thank you for posting.
regards,
Selva.
Posted by: Selva at October 13, 2004 @ 7:07 am
Dear Sir,
I liked your article about ITC - choupal sagar, a rural mall initiative.
I would like to get more information on it. Like the business model, the operating issues and efficiencies, etc
If you can provide me with the help, it would be great for me
I provide my email address as mentioned above: krunaljo@yahoo.co.in
thanking you,
Krunal Joshi
Posted by: Krunal Joshi at November 4, 2004 @ 7:23 pm
dear sir
its an amazing concept particularly considering the fact that initiative has been taken for the betterment of the rural areas by such an eminent corporate conglomerate. i would be grateful if i could get some additional information like the business model and the blue print. thanking you.
jubi samuel.
Posted by: jubi samuel at November 20, 2004 @ 12:26 am
Rural Mall
ITC has pioneered this concept of marketing. It was in addition to e- choupals that they have set up in a number of villages. I see a great future for these malls all along the express ways and national highways throughout the country. I am of firm opinion that while roads and electricity must be provided by the government. And perhaps very soon, all the rural villages will be connected by good roads and will have electricity in every household. But the next step will have to be taken by private entrepreneurship. Can you imagine some young entrepreneurs or agents through internet ordering all the consumables and commodities to a mall? The mall will arrange to deliver all the orders to the villagers. All the things are good in quality. And surprisingly even the rural cyber caf
Posted by: irsharma at November 20, 2004 @ 10:42 am
dear sir
i am a final year architecture student . in our final sem we are
suppose to present our thesis project. i have selected a topic
related to rural population for thier development & economical
growth.
I am really amazed by the move taken by ITC for the betterment of the rural areas . i am also proposing the same kind of a concept in my native place which is basically a rural area. i would be very obliged if you could send me some additional information like the business model and the blue print. it could really help me to complete my project and also motivate rural people to make such a fruitful initiative.
Posted by: gopal dawane at January 18, 2005 @ 9:00 pm
It is really interesting that you are a student of architecture with interest in rural development.Unfortunately our students are not understanding the potential that the rural area can provide. Can you think of the rural housing business, if you can come out with a cost effective design of dwellings for rural area that can satisfy the requirement of the owner villagers? It can provide employment to people getting unemployed because of use of agricultural machines.It will be a big welcome if the banks start financing the rural housing with a good product design. another area is mass forestaion on all the land that is lying unutilised. Just a directional orientation of plantation and selection of right types of tree saplings for the area can bring a lot of environmental change and save the soil degradation.There are many things. I can only give some suggesstions as above. The rest will have to be done by you. Please request your techers to get involve into your project and take him to your village.I wish I could visit your village with you. I shall be placing soon another entry on plantation. Keep looking to the blog. Do tell your techers and other friends to look at the blog. I am sure they will like some of the ideas. Let them be in dilogue with me.
Posted by: Indra Roy Sharma at January 19, 2005 @ 6:04 pm
It’s really a great concept.I want to be the part of same. I belong to one of the backward rural ares of Bihar. Here, we need such an assistance. So, I need your helping hand in this regard.
Expecting an early and positive respond.
E.Mail. ajay4u_in29@yahoo.com
Cell No. 09835377667
Posted by: Ajay Kumar at March 9, 2005 @ 1:37 am
Dear Sir,
I am a MBA student at Birla Institute of Management Technology and specialising in rural business.
I liked your article about ITC - choupal sagar, a rural mall initiative. I would like to get more information on it as I am preparing a project on it and not much inforamtion is available on internet .
Sir i would like to know the business model, the operating issues and efficiencies, etc If you can provide me with the same, it would be great for me.
Thank you,
Regards,
Satyajeet Singh
Posted by: Satyajeet Singh at April 13, 2005 @ 1:57 pm
Please join my initiative on “Rural Development”, a community (www.ORKUT.com) for discussion on several issues.
Raja
Posted by: Malapati at April 24, 2005 @ 9:01 am
Dear Sir,
I am choupal sanchalak we wants in vidharbha as choupal sagar
my choupal yavatmal Disstric Hub-Umarkhed.
Regard,
Khushal Chavhan
Posted by: khushal at May 25, 2005 @ 11:40 pm
hi i am sunil patel form choupal
Posted by: sunil at July 20, 2005 @ 9:32 pm
Dear Sir, I liked your article about ITC - choupal sagar, a rural mall initiative. I would like to get more information on it. Like the business model, the operating issues and efficiencies, etc If you can provide me with the help, it would be great for me I provide my email address as mentioned above: balram_yadav2000@yahoo.com
can i be the member of choupal sagar as a business personeel. Can i get some self employement with investment in this project. I am from haryana,is choupal sagar is planning some like this business in haryana too.If there is some scope please advise
Thanks
Balram Yadav
Posted by: Balram yadav at August 13, 2005 @ 1:57 pm
I liked the concept & I am Happy that ITC has taken such initiative to facilitate our Rural fraternity & initiate a new business model.I would like to know more about the concept & it’s costing.
thanks,
Anwar
Posted by: Anwarul Haque at August 25, 2005 @ 10:06 pm
Dear sir,
I am a student of Institute of Rural Management, Ananad; doing a post graduate course in rural management. At this time we are in the team of five members are working on the similar project as a part of our course curriculam. Our project is about setting up a chain of retail stores in rural and semi urban areas.
I will be extremely thankful to you if you can provide me more information about this initiative of ITC. Especially about criteria for sight selection, study of rural cnsumer behaviour, detailed product portfolio and promotion strategies.
regards
Anshul Goyal
Posted by: Anshul Goyal at August 30, 2005 @ 1:37 am
Dear sir
I like your artical
please my marathi link blog open
Regard,
khushal chavhan
Posted by: http://echoupalsanchalak.blogspot.com at September 10, 2005 @ 4:12 pm
$100,000 Development Gateway Award Goes to India
Posted by: Linli Huang at September 19, 2005 @ 10:14 pm
Dear Sir,
I highly appreciate your article about ITC - choupal sagar, a rural mall initiative.
I am the Research Associate for Marketing Mastermind, one of the best nagazines being published by ICFAI University. I am planning to write one Company Focus on ITC’s Rural Mall- Chaupal Sagar, for Jan issue of Marketing Mastermind. I would like to get more information on it. Like the business model, the operating issues and efficiencies, etc. If you can provide me with these informations, I would be grateful to you.
My e mail id is - baradapanigrahy@yahoo.co.in
Requesting a quick responce,
Thanking You,
Barada Panigrahy.
Posted by: Barada P. Panigrahy at November 8, 2005 @ 11:09 am
Dear Sir,
I liked your article about ITC - choupal sagar, a rural mall initiative. I would like to get more information on it. Like the business model, the operating issues and efficiencies, etc. If you can provide me with the help, it would be great for me. My email address is given below:
deysujoy2003@yahoo.co.in
thanking you, sujoy dey
Posted by: Sujoy Dey at November 24, 2005 @ 3:35 pm
I hope, e-chaupal, is going to revolutionise the Indian rural economy.
If anybody interested in knowing new ways to develop Rural Economy I have developed several/varity models to suite, rural India.
Prof. Dr. Ashish Manohar Urkude
Posted by: Prof. Dr. Ashish Manohar Urkude at December 5, 2005 @ 5:23 pm
Dear Sir/Madam
I am interested to move to Bihar and get involved in agriculture business.I seek direction .Currently i am a working engineer with 11 years of service.
Regards
Prabhat Sinha
Posted by: PRABHAT SINHA at January 5, 2006 @ 7:26 pm
Dear Sir/Madam
I am interested to move to Bihar and getting involved in agriculture business.I seek direction .Currently i am a working engineer with 11 years of service in steel sector and have some agriculural lands in Bihar.I need some support from ITC E-Choupal .
Posted by: PRABHAT SINHA at January 12, 2006 @ 9:45 pm
Indian tobacco compay(itc)is one among the world best big company with a market capitalization of more than $10bn and a turnover of $3bn . itc has diversified businesses like cigarettes hotels & specialy papers packaging agribusiness,
Posted by: asimyadav at February 1, 2006 @ 3:56 pm
sir iam a architecture student. i want to make thesis on rural mall.so can u pleas send me some more information regarding this.
Posted by: vishal aher at August 10, 2006 @ 9:39 pm
Dear Sir
I liked your viewpoint. I was unaware of this ITC Choupal Sagar. I have received a research project in which I have to study over the marketing techniques of ITC Choupal Sagar. Me and my team mates Ms. Archana Choudhary and Ms. Samruddhi Bakshi are working over it. Your article is of great importance as far as the research is concerned.
Sir if you will provide information about their marketing techniques, it will be a great help for all of us.
We would be very thankful for your kindness.
ABHIRAM VERMA
Posted by: Abhiram Verma at August 18, 2006 @ 3:58 pm
Your artical about the first rural mall in india is really good. sir I am the management student and I am looking for the E-mail ID of different malls in India so if it’s possible for you please reply me.
Posted by: Kalpesh Mehta at September 4, 2006 @ 2:47 pm
hello sir,
This is T.Ramakrishna rao
Posted by: T.Ramakrishna rao at September 4, 2006 @ 11:18 pm
hello sir,
your matter is mindblowing but still some aspects are untouched so please send me some more material on “chopal-sager”.
Posted by: deepak at September 13, 2006 @ 7:20 pm
Sir,
Recently I have seen in Internet that your reputed concern is interested to open e choupal and Choupal Sagar in different rural areas. As I am keen interested to open above mentioned choupal. So this is my request you to please mention what I have to do for this. What is the procedure and where I have to contact.
Please give me full details about choupals.
I am interested to open at
Ajit Singh
S/o Shri. Shiv Bhajan Singh,
Vill: Puredan, PO: JafarganJ,
Dist: Fatehpur, Uttar Pradesh.
Posted by: AJIT SINGH at January 1, 2007 @ 1:05 pm
sir your article is really a good and informative. Iam a student of badruka institute of foreign trade and i am preparing a project on sagar choupalv/s Project shakti can u please give me detail information on sagar choupal.
Posted by: Piyush Doshi at January 4, 2007 @ 1:55 pm
i am student of mba,i am pursuing mmm(masters of marketing management)
from pune university,i am doing my project in retail marketing in rural mall so for that i need some data & the model of mall.your idea for the rural mall & e-chaupal is very interesting.
please available me the data iam very thankful to u.
Posted by: anoop at March 28, 2007 @ 10:05 am
Dear sir,
I am an Agriculture graduatee from Pune(MH)I really interested in making carrier in retail in village lavel as it has great potential.Can you pls guide e for that,
Tahnk you sir
Posted by: yogesh at July 3, 2007 @ 3:40 pm
Dear Sir,
I am a mba student from IMT, Ghaziabad. I really liked your article on rural malls. I would like to have more information on the business model, the operations, finances and the key challenges. Would be very grateful if you can share on knowledge on these issues.
Thanks
Jigar
Posted by: Jigar at September 16, 2007 @ 10:53 pm
Dear sir,
I am a B.Tech student from Icfaitech,hyderabad. I really liked your view on rural malls. As real India leaves in village……..
the development of India would start if the development of village…….
starts…….
I request you have a view on the development of Bihar…….
Need of malls in Bihar……
which faces flood yearly……
Posted by: vijay pratap at September 8, 2008 @ 1:18 am
Leave a Comment