International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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E-CHOUPAL: EMBEDDING SUSTAINABILITY IN RURAL BUSINESS

    1 Author(s):  DR. DEVENDER . DINESH KUMAR

Vol -  7, Issue- 3 ,         Page(s) : 59 - 64  (2016 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

In the recent years, two significant changes have taken place in an effort to address rural poor: Businesses have started recognizing potential of rural markets and governments have started using telecenters for providing G4C services to rural citizens. In India, the national and sub-national governments have supported businesses to establish telecenters in rural areas to provide information technology enabled services. However, the focus so far has been mostly on B2C services and viability of telecenters is being questioned. We argue that sustainability of these centers can be enhanced considerably if government services are embedded. Also, designing these telecenters with embedded services would significantly improve effectiveness of their delivery and strengthen government information network, to foster inclusive growth. “India lives in villages.”

1. Harvard Business Review ranked ITC Chairman Mr Y C Deveshwar as the 7th Best Performing CEO in the World in its January-February 2013 edition. 
2. Chairman Mr Y C Deveshwar was conferred the Padma Bhushan by the Government of India (2011). Chairman Mr Y C Deveshwar was conferred the Global Leadership Award by the US India Business Council of the US Chamber of Commerce (2010). 
3. Chairman Mr Y C Deveshwar was presented the Lakshmipat Singhania-IIM Lucknow National Leadership Award by Shri M Hamid Ansari, Hon'ble Vice President of India (2014). 
4. ITC was presented the World Business and Development Award at the Rio+20 UN Summit for its Social and Farm Forestry initiative (2012). 
5. Chairman Mr Y C Deveshwar was conferred the Business Leader of the Year Award by the All India Management Association (AIMA) (2012). 
6. Chairman Mr Y C Deveshwar received the Business Person of the Year Award from UK Trade & Investment (2006). 
7. Chairman Mr Y C Deveshwar was awarded the SAM/ SPG Sustainability Leadership Award in Zurich (2007). 
8. ITC’s Chief Financial Officer, Mr Rajiv Tandon, was ranked the ‘Best Overall CFO’ at the ‘Business Today-Yes Bank Best CFO Awards 2013’. 
9. He was also declared the winner in the category of ‘Sustained Wealth Creation (large companies)’. ITC was presented the AIM Asian CSR Award by the Asian Forum on Corporate Social Responsibility (AFCSR), in recognition of its contribution to the creation of sustainable livelihoods and fostering economic growth in rural communities in India (2012). 
10. ITC won the prestigious 12th Businessworld FICCI CSR Award in the Large Enterprise category. The award recognises the most socially responsible Indian corporates in CSR (2012). 
11. ITC recieved the FICCI Outstanding Vision Corporate Triple Impact Award (2008). 
12. ITC was conferred the FICCI Award for Outstanding Achievement in Rural and Community Development (2010). 
13. ITC was conferred the National Award for Excellence in Corporate Governance from the Institute of Company Secretaries of India (2007).
14. Direct employment ITC Group : over 32,000  
15. Supported creation of 6 million sustainable livelihoods
16. e-Choupal: world’s largest rural digital infrastructure serving more than 
17. million farmers  Social and Farm forestry initiative has greened nearly 200,000 hectares.
18. generated nearly 90 million person-days of employment for rural households, including poor tribal and marginal farmers.  
19. Significant thrust on social sector investments under ‘Mission Sunehra Kal’
20. initiatives – Natural resource management – Sustainable livelihoods – Community development programmes in the economic vicinity of operating locations 56 Environmental .
21. India stands at 166th position among 228 
22. countries with tele-density of 73.09 in 2013.  
23. However, its rural tele-density is much? lower at 41.02. 
24. Thus immense scope for further ICT? penetration exists.  
25. Thereby empowering Indian citizens,? reducing not just the rural-urban divide, but the rich-poor divide, as well.

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