Tata Agrico inks distribution pact with ITC arm
Business Standard — May 18, 2006

Tata Agrico has entered into a distribution alliance with ITC International Business Division to market its agricultural implements in the rural interiors of India through the latter's e-Choupals and Choupal Sagar network. The e-Choupal network is by far the largest network in the country with over 6,000 kiosks in operation. The 'Choupal Saagar' is a rural hypermarket which provides multiple services under one roof.

"The Tata Agrico-ITC collaboration will make genuine Tata Agrico implements accessible to rural consumers at right price at nearby choupals. Designed for better ergonomics and durability, these implements would help increase both productivity and prosperity of our farmers," said a company statement. Tata Agrico, a division of Tata Steel manufactures agricultural implements. Since 1925, it has been the leading manufacturer of shovels, powrahs, crowbars, kudalies, pickaxes and hammers. These implements cater to the needs of the agricultural and horticultural industry, maintenance of roads, dams and railways.