Consider the following statements about ITC’s E-Choupal initiative:
(A) The basic aim of E-Choupal is to give farmers a direct marketing channel that removes multiple intermediation.
(B) On E-Choupal, online transactions are captured to reward farmers for the volume and value of usage.
(C) E-Choupal Smart Cards are used to make payments to farmers for the crops they sell.
(D) E-Choupal delivers real-time information to farmers, which better aligns farm output to market demands.
Which of the statements given above are correct?
Choose the correct answer from the options given below:
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → (A), (B) and (D) only
(A) The basic aim of E-Choupal is to give farmers a direct marketing channel that removes multiple intermediation. — Correct. E-Choupal gives farmers a direct marketing channel. This removes many middlemen and needless costs.
(B) On E-Choupal, online transactions are captured to reward farmers for the volume and value of usage. — Correct. Online transactions are recorded to reward farmers for how much they use the system.
(C) E-Choupal Smart Cards are used to make payments to farmers for the crops they sell. — Incorrect. Smart Cards identify the farmer so that customised information can be given on the E-Choupal website. They are not used for payment.
(D) E-Choupal delivers real-time information to farmers, which better aligns farm output to market demands. — Correct. Real-time information helps farmers decide better, so farm output matches market demand.
NCERT (2026-27 Edition):
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