DT#1541

Jaswantiben Jamnadas Popat - founder member of Lijjat papad.

Successful business stories help us to learn how people reached from nowhere to the top.

Gujaratis are known for their business mind and these women had the skill of making tasty food too which helped them to serve people of nearby areas in the initial days.

The journey started in late 1950s when 7 Gujarati women decided to make some papads as they had free time after doing household works and wanted to support their families financially.

The seven women were Jaswantiben Jamnadas Popat, Parvatiben Ramdas Thodani, Ujamben Narandas Kundalia, Bhanuben. N. Tanna, Laguben Amritlar Gokani, Jayaben V. Vithalani & Charulata Gawde.

They borrowed Rs 80 from a social worker to start proceedings. After expansion, the number of women increased and Lijjat is still inspiring Indian ladies to come out of their homes and work.

Shri Mahila Griha Udyog Lijjat Papad organisation started in 1959 and later the name 'Lijjat' was chosen as it means tasty in Gujarat. Starting with only papad, Lijjat now manufactures several products including appalam, wheat flour, masalas, detergent powders, liquid detergents and detergent cakes.

Over 43,000 women in India work under Lijjat in 81 branches with a whopping net worth of more than Rs 1600 crore. Lijjat made sure that workers earn a comfortable profit so that they don't leave the organisation just for the sake of money. Sales agents are given good commission and retailer margin is also good.

Core values:

Lijjat is a company made by women for women. It is one of the world's oldest co-operatives to support women by providing employment. The company runs on 3 basic core values of business:

1. To provide quality products at reasonable prices

2. Keeping an emotional connection with customers.

3. Having a strong distribution network.

The USP of Lijjat is having the strength of women workers. The rabbit mascot of Lijjat still holds a place in Indians who were lucky to watch Lijjat Papad advertisements on Doordarshan. While word of mouth has worked best for this brand, magazines and TV ads have also contributed to Lijjat's success.

Famous lyrics of Lijjat ad on Doordarshan TV. A jingle sung by famous ventriloquist Ramdas Padhye with bunny in his hand.

Mehmaon ko khush kar jaye
Kharram Khurram
Mazedaar, lazzatdaar
Swaad swaad mein lijjat papad
Sek ke khayein
Tal ke khayein…
Khurram Kharram

Later the company, in the early 2000's roped in TV actress Shweta Tiwari to endorse this ad.

To avoid duplication, the workers make packaging bags themselves and this ensures proper quality and rechecking of products.

The story of Lijjat is a perfect example of how simplicity, team work and determination can achieve heights in business.

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