The e-Choupal has applied information and Communication technology to the advantage of India's small, marginal and resource-poor farmers who have hitherto operated and transacted in unorganized markets. It gives farmers more control over their choices a higher profit margin on their crops and access to information that improves their productivity. By providing a more transparent process and empowering local people as key nodes in the system ITC increases trust and fairness. The increase efficiency and potential for improving crop quality contributing to making Indian agriculture more competitive. Despite difficulties from undependable phone and electric power infrastructure and sometimes limited hours of use, the system also links farmers and their families to the world. Thus it ensures world class quality in delivering all these goods and services through several products/ services specific partnership with the larders in the respective fields in additions to ITC's own expertise. While the farmers benefit through enhanced farm productivity and higher farm gate price, ITC benefits from the lower net cost of procurement having eliminated costs in the supply chain.