Amy Waldman wrote in New York Times:
“The concept is the e-choupal, taken from the Hindi word for village square, or gathering place. The twist is the “e”: providing a computer and Internet connections for farmers to gather around …… E-choupal allows the farmers to check both futures prices across the globe and local prices before going to market. It gives them access to local weather conditions, soil-testing techniques and other expert knowledge that will increase their productivity. ……The idea of the e-choupals was to allow the company to buy more directly from farmers; e-choupals allow farmers to check prices the night before, and then decide whether they want to sell directly to the company the next day.
E-choupals may offer a model for all developing countries. ”