Author ORCID Identifier
Ashutosh Jha: 0000-0003-0682-9648
Snehal Shah: 0000-0002-2326-8769
Bikramjit Ray Chaudhuri: 0000-0002-5967-3205
Abstract
This article examines ITCMAARS, ITC Limited's digital platform launched in 2022 as the Metamarket for Advanced Agriculture and Rural Services, intended for undergraduate and graduate-level courses in Information Systems, Digital Platforms, Agribusiness Management, Strategy, and Technology for Development. The article traces the evolution of ITCMAARS as a phygital ecosystem building on the legacy of e-Choupal, ITC's pioneering initiative that had empowered farmers through enhanced market access and price transparency for over two decades. As ITC Chairman Sanjiv Puri and Group Head S. Sivakumar assessed the platform's future trajectory in early 2024 amid rapid agricultural transformation driven by smartphone adoption and shifting value chains, students are invited to analyze how digital-physical integration enables stakeholder collaboration in platform ecosystems, evaluate scalable and inclusive business models for rural transformation, and explore governance challenges of creating sustainable value in data-driven agribusiness environments.
Recommended Citation
Jha, A., Shah, S., & Ray Chaudhuri, B. (In press). Phygital Transformation of an Agri-platform Ecosystem: The Case of ITC’s Metamarket for Advanced Agriculture and Rural Services (ITCMAARS). Communications of the Association for Information Systems, 59, pp-pp. Retrieved from https://aisel.aisnet.org/cais/vol59/iss1/59
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