Agriculture being the backbone of Indian economy which produces 23% of GDP and employs 66% of workforce, needs an effective and efficient distribution system to catch up with the pace of development of economy. With the help of existing literature and website of ITC and other relevant websites, this paper attempts to establish a link between social enterprises and businesses by way of showcasing e-choupal business model of ITC as a strategy to promote welfare and development of farmers which enables them to get good prices for their farm products and evaluates its role in development of Indian agri business. This paper concludes that although e-choupal managed to provide various initiatives for development of farmers but it does nothing to solve infrastructural problems, to recycle agri waste, to provide non-farm avenues of employment to the rural people etc. The impact of ITC e –Choupal initiative will be more effective if takes care of these few upgrading steps.