Reliance Retails Fresh and eChoupal

How many of you know about success story of eChoupals in rural India. It is the place where ITC has created virtual market and protected farmer's benefits and gained the margins by removing the intermediate channels. Then why Reliance is facing the issue. Most important thing is how you are aligned with market stake holders. ITC managed with all segments and got rolled out where as Reliance is of the understanding that Administrators and Politicians can make things work?. Reliance got opposition in many states and same states got easily adopted by eChoupals?