eChoupal and intermediaries

Interesting presentation at the ongoing conference at UMBS on the so-called eChoupals in India where IT-technology is being used to streamline the economy and improve the life of farmers, by Shiv Sivakumar of CEO of ITC. Question is of course, and that also applies to China, is how to deal with the intermediaries in the process, who might be phased out when the infrastructure improves. Many of those companies in China tend to be linked to vested interests of local government officials, who might try to block those improvements.
The idea is not to phase out those intermediaries, explained Sivakumar, but to integrate them in the whole process. Some might lose their business, but it focuses very much on avoided a head-on confrontation and accommodate all involved, a very inclusive process, although there will always be some losers. The intermediaries would get roles as services providers, for example and be training to assume that role, Sivakumar added.