A Study on Farmers’ Attitude towards E Choupal : A Critical Investigation in Madhya Pradesh

Author(s)	Apurva Bhatnagar, Santosh Mishra, Rajeev Jain
Country	India
Abstract	Abstract Farmers in India have long faced poor productivity and economic hardships due to a lack of awareness about technological agricultural inputs, poor information, and the use of traditional methods. Middlemen remained an unavoidable burden that inflated costs, resulting in poor margins and drained profitability and resources. The entry of e-Choupal empowered farmers through the use of information technology. It pioneered the availability of internet kiosks and accessibility of expert advice, enabling direct market linkage, which improved income levels ITC e-Choupal has eliminated the role of middlemen and shifted the farming approach. The paper empirically evaluates the role of e-Choupal in initiatives and farmers' attitudes towards services rendered. The hypothesized results (N=1080), Chi-Square test reveals a significant association between e-Choupal initiatives and farmers' profitability and satisfaction in Madhya Pradesh.
Keywords	Agricultural Farming, Farming Income, Techno Farming
Field	Business Administration
Published In	Volume 7, Issue 2, March-April 2025
Published On	2025-03-03
DOI	https://doi.org/10.36948/ijfmr.2025.v07i02.37962
Short DOI	https://doi.org/g86wpv

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