Abstract
Even today Agriculture is the principle occupation in India. It is not only the major employer in Indian economy but also a major contributor to India’s GDP. However, in recent past the growth rate of agriculture productivity has decreased. In order to increase the growth rate of agricultural productivity it is important that this sector explores international markets. Improving access to international markets requires producers to meet food quality standards which in turn require Vertical coordination in international value chains using information technology. However, implementation of this strategy is restricted by Indian market constraints/factors like policies which have been adopted over the years by Government of India to protect the farmers. These policies intervene in labor, land, and credit markets to safeguard farmer’s interests. This paper therefore, explores the, vertical coordination as a strategic alternative for private companies. The article studies the success of ITC e-choupals and its 'Triple bottom line' approach to highlight the opportunities that exist for private companies.
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