Lijjat Papad – Brand with a difference

Presented by: Roopam Goyal

Highly decentralized enterprise.Shri Mahila Griha Udyog Lijjat

Papad, popularly known as LijjatPrimarily cottage industry, urban by

originMembers round 42000 women and 67

branch across the country (2006) annual turnover of Rs. 315 corersregistered under the KVIC Act- (Khadi

& Village Industries Commission)

Began with just seven semi-illiterate ladies and a borrowed sum of Rs. 80

Founded in Girgaum, Mumbai on March 15th,1959.

Expanded as cooperative system

Members – sisters, Sanchalikas – branch head

Same remuneration, profits and losses are shared

The concept of BusinessThe concept of familyThe concept of Devotion In simple terms make sure that the

process runs smoothly, ensure the highest quality standards, give the product at a good price, good corporate governance and profit sharing.

Papad – thin wafer or a crisp bread

prepared by pulses and masalas

Best qualityAvailable in different

flavors and sizesSimple packaging i.e. in

plasticOther products: Khakras,

Masalas, atta, Detergents etc.

packing bags are manufactured by Lijjat itself

to maintain high standards and quality

to prevent duplication of their product

adopts a Cost Plus Pricing Strategy allows them to market their products

extensivelytargeted at the middle and lower segments of

societySale of Papad amounts to about 45% of total

sales of lijjat

Items Udad with Pepper

Udad with Garlic & Chillies

Udad with Red Chillies

Moong (50% Udad & 50%

Moong)

Udad Special Moong Special(50% Udad & 50%

Moong)

Punjabi Masala Special

Small Size 100 gms

11.00 11.00 11.00 11.00 12.50 12.50 12.50

mini size 200 gms

23.00 23.00 23.00 23.00 27.00 27.00 27.00

small size 200 gms

22.00 22.00 22.00 22.00 25.00 25.00 25.00

Big size 250 gms

27.00 27.00 27.00 27.00 31.00 31.00 31.00

Small / Big size 500 gms

49.00 49.00 49.00 49.00 59.00 59.00 59.00

Small / Big size 1 kg.

96.00 96.00 96.00 96.00 117.00 117.00 117.00

Small / Big Size 2.5 kg.

238.00 238.00 238.00 238.00 285.00 285.00 285.00

Items 80 Pkts X 200 gms BigSize & SmallSize( 7in & 5in) in one carton rate per packet

Udad with pepper 18.00

Udad with Garlic & Green Chillie 18.00

Udad with Green Chillie 18.00

Udad with Red Chillie 18.00

Udad with Plain Udad 18.00

Udad Jeera 18.00

(50%Udad + 50%Moong) 18.00

Moong with Pepper-(50%Udad + 50%Moong) 18.00

Udad Special 21.00

Moong Special-(50%Udad & 50% Moong) 21.00

Punjabi Masala Special 21.00

Udad Sindhi Masala Special 21.00

Mathia Special 21.00

Dhamta Special 21.00

Believed that best promotion will be word of mouth

Concentrated more on cost effectiveness and quality

Used both electronic and print media

Also sites like amazon.com and ebay are advertising

Motivation factors for distributors

Lijjat patrika – strong mode for communication

started taking part in trade fairs and exhibitions, 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 in the television

In starting,the advertising was undertaken through the vernacular newspapers, television and radio.

The money for advertisements was spent by the Polypropylene Division, which recovered the same by adding it to the price of the bags that it supplied to all the branches and divisions throughout India

brand is having the strength of “ Consistently Good Quality” as its USP.

communicated its Crispness and quality through ads.

ads features a Bunny ( mascot) and jingle ‘Khurram Kharram”.

aired on specific regional channels e.g. Alpha Gujrati , Sun etc

Branches in seventeen Indian states.Well settled in Maharashtra and Gujrat.Exports accounts for Rs 10o million,

merchant exportsMajor countries are UK, USA, Australia and

European Countries.

brand image by supplying quality productsCarved out a niche for itselfpace with changing marketExplored new marketsIdentified commission agentsAccountingReplicating the standard operating structure

and procedures

Strengths

highest quality standards, good price,

good corporate governance and profit sharing.

Weakness

lack of marketing skillsLess use of technology

Opportunities

Expanding horizontally as well as vertically,

Threats

Competitors, entry of MNC’s in market

the "Best Village Industries Institution" award from KVIC for the period 1998-99 to 2000-01

In 2002, the "Businesswoman of the Year“ "The Women Behind Lijjat Papad" at The Economic Times Awards for Corporate Excellence.

In 2003 the "Best Village Industry Institution.It also received the PHDCCI Brand Equity

Award 2005.