A STORY OF 51 YEARS….

SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD

UDYOG LIJJAT PAPADT PAPAD

• Began with just seven semi-literate women with a

borrowed sum of Rs.80/-

• Founded in Girgaum, Mumbai, on 17th March,

1959

• Expanded as a cooperative

• A small inconspicuous function of making 4

packets of papad started

SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD

15th March 1959

SEVEN WOMEN:

• Jaswantiben Jamnadas Popat

• Parvatiben Ramdas Thodani

• Ujamben Narandas Kundalia

• Banuben N. Tanna

• Laguben Amritlar Gokani

• Jayaben V. Vithalani

• And one more lady, whose name is..

SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD

Jaswantiben Popatd

• Was in her twenties when Lijjat was started

• Sri Mahila Griha Udyog Lijjat Papad (‘Lijjat’)

was registered as a cooperative under her

leadership

• Always believed in providing work that led to

self dignity for women

• Received The Economic Times

“Businesswoman of the Year” Award in 2002

JASWANTIBEN POPAT

Indroduction• Popularly known as Lijjat.

• Indian women’s cooperative involved in

manufacturing of various fast moving consumer

goods

• Started in the year 1959 with a seed capital of

Rs. 80

• It provides employment to around 42000

employees

• Headquartered in Mumbai as has 67 branches

and 35 divisions all over India

• Registered under the KVIC Act- (Khadi & Village

Industries Commission)

COMPANY PROFILE

• Borrowed Rs. 80 from Chaganlal Karamsi Parekh, a member of the Servants of India Society and a social worker.

CHAGANBAPA 1959

OPPORTUNITY IDENTIFICATION & INNOVATION

• Lijjat Papad is about women. It provides

work and work that gives self-dignity. Only

women are eligible to join in the

organization’s parlance, to become sister

member

• Approximately 42,000 women in 67 regional

branches

TECH-FREE

• The company has intentionally not

introduced any kind of technology in the

production of papads

INNOVATION

VALUE CREATION/IMPACT

• Monetary value creation:

– Year 1: Rs. 6196

– Year 3: Rs. 1.82 Lakhs

• Current figures: Rs. 650 crores (Rs. 29 crores

from export)

• Something beyond monetary contribution

– Way to integrate women with the income

generation process at such a mass level

VALUE CREATION/IMPACT

• During rainy

season

• Space issue

• Legal concerns

• Fake papad

distribution

CHALLENGES

• Education & Awareness

• Finance Cells

• Training Facilities

REMEDIES TO SOLVE THE PROBLEM OF WOMEN ENTREPRENEURS:

• The objective of the institution is to provide

employment to the ladies to enable them to earn

decent and dignified livelihood.

OBJECTIVE

VISION AND MISSION

• VISION

“The vision of the organization is to make women

self-reliant and self confident.”

• MISSION

“Shri Mahila Griha Udyog the maker of the

famous LIJJAT papad is an organization which

symbolizes the strength of women can become

the member of the organization.”

• An organization of the women, for the women and

by the women

• Pledge to ensure that all get the fruits of labor, no

harm is caused to the institution and

• Synthesis of 3 different concepts

– The concept of business

– The concept of family

– The concept of Devotion

CORE VALUES

• It is primarily a cottage industry, urban in its origin.

It has eventually spread in rural areas and to other

cities and towns in several states of India.

• Essence to provide self-employment, dignity of

labor and earning capacity of women.

• In contrast to other Indian women, the workers

actually own Lijjat-collective ownership.

• The company implements Mahatma Gandhi’s

principles of “self-help” and “trusteeship”.

UNIQUENESS

• Run and perceived as a Profit making

organization

• There is no place of feelings of pity, sympathy

or charity among its members.

• We also do not accept donation or charity of

any kind even if voluntarily offered.

• It has given a clear vision of path of progress.

• Maintaining proper accounts has always been

our agenda.

• Every branch closes the books of accounts

every day

BUSINESS IS THE MOTTO

• Membership has expanded from 7 sisters in one

building to 42000 sisters throughout India

• The organization is widespread, with its Central Office

in Mumbai and its 67 branches and 35 Divisions in

different states all over India

• The venture started with Rs 80. Lijjats annual sales

increased from Rs 6,196 in 1959 to more than to Rs 3

billion in 2002, with export itself exceeding Rs

12crores.

GROWTH

CULTURE • Lijjat Patrika, the in house magazine

• No machinery is used at the production level

• Role in women empowerment

• Lijjat believes in philosophy of sarvodaya

• Contribution to sovial service

MANAGING COMMITTEE AT HO

Shree Mahila Griha Udyog Lijjat Papad

Organization Structure

Managing Committee of 21 Members

6 Office bearer

President

Vice-President

Two Secretaries

Two Treasures

• Product

Papad

Khakra

Appalam

Masala

Vadi

Gehu Atta(wheat flour)

Bakery product

Chapati

SASA detergent powder

MARKETING MIX

• Pricing

Adopts a cost plus strategy

Allows them to market their product

extensively

Targeted at the middle and lower

segments of the society

Sales of papad amounts to about 45% of

total sales of Lijjat

MARKETING MIX

• Place

Branches in 17 Indian states

Well settled in Maharashtra and Gujarat.

Exports account Rs 100million, merchant

exports.

Major countries are UK, USA, Australia and

European countries.

MARKETING MIX

• Promotion

Believed that best promotion will

be word of mouth.

Concentrated more on cost

effectiveness and quality.

Used both electronic and print

media.

Motivation factors for distribution

MARKETING MIX

• Packaging

Packing bags are manufactured by LIJJAT

itself

To maintain high standards and quality.

To prevent duplication of their product.

MARKETING MIX

• Brand image by supplying quality products

• Carved out a niche for itself

• Pace with changing markets

• Explored new markets

• Identified commission agents

• Accounting

• Replicating the standard operating structure and

procedure

MARKETING STRATEGIES

• Brand is having a strength of “Consistently

Good Quality” as its USP

• Communicated its Crispness and Quality

through ads.

• Ads features a bunny(mascot) and jingle

‘Khurram Khurram’

• Aired on specific regional channels e.g.

Alpha Gujrati, Sun, etc.

OTHER ADVERTISING AND PROMOTIONAL ACTIVITIES

• Lijjat Patrika- strong mode for communication

• Started taking part in trade fairs and exhibition,

which improve its sales and made the brand

name “Lijjat” well known among the people

• Sponsored programs and gave away gifts for the

winners of specific shows of television

OTHER ADVERTISING AND PROMOTIONAL ACTIVITIES

• Strengths-motivated employees, was simple

in its ideas and in process, minimal

investments, quality control and have a

strong set of core values.

• Weaknesses -limited image building, limited

risk and weak supply chain and that the

women worked particularly hard.

SWOT ANALYSIS

SWOT ANALYSIS

• Opportunity- product diversification and

scalability of operations were a couple of

things that they could work on.

• Threats from the changing role of women in

society and that some company in it just for

profit motive could come and swallow up

the market.

• Core Values since past 51 years.

• Women has become self-reliant and

self confident.

• Basic management principles.

CONCLUSION

THANK

YOU….