SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD

A STORY OF 51 YEARS.

UDYOG LIJJAT PAPAD SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD T 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 thGRIHA UDYOG LIJJAT PAPAD

15 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..

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

JASWANTIBEN POPAT

Always believed in providing work that led to self dignity for women
Received The Economic Times Businesswoman of the Year Award in 2002

Indroduction
Popularly known as Lijjat.

COMPANY PROFILE

Indian womens 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)

CHAGANBAPA 1959
Borrowed Rs. 80 from Chaganlal Karamsi Parekh, a member of the Servants of India Society and a social worker.

OPPORTUNITY IDENTIFICATION & INNOVATION

INNOVATION
Lijjat Papad is about women. It provides work and work that gives self-dignity. Only

women are eligible to join in the organizations 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

VALUE CREATION/IMPACT

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

CHALLENGES
During rainy season Space issue Legal concerns Fake papad distribution

REMEDIES TO SOLVE THE PROBLEM OF WOMEN ENTREPRENEURS:

Education & Awareness Finance Cells Training Facilities

OBJECTIVE
The objective of the institution is to provide employment to the ladies to enable them to earn decent and dignified livelihood.

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.

CORE VALUES
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

UNIQUENESS
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 Gandhis principles of self-help and trusteeship.

BUSINESS IS THE MOTTO

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

GROWTH
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.

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

MARKETING MIX
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 STRATEGIES
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

OTHER ADVERTISING AND PROMOTIONAL ACTIVITIES

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

SWOT ANALYSIS
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
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.

CONCLUSION
Core Values since past 51 years. Women has become self-reliant and self confident. Basic management principles.

THANK YOU.