Stories behind Brands: Lijjat Papad: A Taste of Strength, Sisterhood, and Success

Brands are more than just a name or a logo; they embody a story and a legacy that have been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles we will be telling you unknown stories behind the known brands.

The story of Lijjat Papad, (Lijjat means "tasty" in Gujarati), is a remarkable journey of women empowerment, collective spirit, and an extraordinary rise from humble beginnings. This cooperative, which began with a modest loan of Rs 80(USD 10), has grown into a multi-crore enterprise that today touches the lives of thousands of women. The iconic Lijjat Papad is now synonymous with not just a savoury snack but a symbol of resilience and sisterhood.

Origin: A Spark of Empowerment

In the 1950s, seven visionary Gujarati women from Bombay, led by Jaswantiben Jamnadas Popat, embarked on a mission to create a sustainable livelihood for housewives. Armed with their culinary skills, they were determined to overcome financial challenges. To fund their dream, they borrowed Rs 80 from Chhaganlal Karamsi Parekh, a member of the Servants of India Society and a social worker. They decided to take over a failing papad-making venture, investing in ingredients and the basic infrastructure necessary for production. It marked the inception of an extraordinary company, a women-led enterprise, aimed at empowering determined and dedicated women.

The Humble Beginnings

On a warm day in March 1959, under clear skies, these seven women gathered on the terrace of their building. With the sun shining brightly, they started producing four packets of papads. Their first customer was a known merchant in Bhuleshwar, a popular market in Mumbai. The initial days were far from easy; Lijjat had its share of trials and tribulations. However, it was rooted in self-reliance. Monetary aid was out of the question, and slowly and steadily work started on a commercial footing.

Initially, they produced only two different qualities of papads priced differently. Chaganbapa advised them to maintain a standard of quality and to operate it as a business enterprise. This emphasis on quality and professionalism was a crucial factor in their path to success.

Advertisement and Mascot

Everyone remembers 'Karram Kurram Kurram Karram', the catchy jingle, that Lijjat came out with and the pink coloured bunny, which popularised Lijjat Papad in the Indian households. These are the brainchild of Ramdas Padhye, a ventriloquist, puppeteer and puppet maker who created this character around 1978-79. Around this time, Padhye use to host a puppet show on the Doordarshan TV Channel which became very popular. When someone from Lijjat’s marketing team contacted him for an advertisement, he penned down this tagline and introduced his popular bunny character as a mascot for the Lijjat brand. Initially Lijjat had certain reservation regarding the use of a Papad eating bunny as they felt it to be non-relatable, however to their surprise the slogan and the bunny became so popular that it became synonymous with the Lijjat brand.

Growth: From a Terrace to a National Presence

Lijjat's growth was nothing short of phenomenal. In the beginning, even young girls could join, but a minimum age of eighteen was eventually fixed. Within three months, around 25 women were involved in papad-making. The organization purchased necessary equipment such as utensils, cupboards, and stoves. By the end of their first year, their annual sales were Rs 6,196. Even the broken papads were not wasted; they were distributed amongst neighbours.

The growth was rapid, and in 1962, the name "Lijjat" was officially chosen for their products. In the first year of operation, Lijjat's annual sales had soared to Rs 182,000.

Lijjat marked its official presence by registering themselves as a society under the Societies Registration Act in July 1966. The Khadi Development and Village Industries Commission recognized Lijjat as a unit for processing of cereals and pulses industry group. This recognition not only affirmed Lijjat's legitimacy but also brought financial support and tax exemptions.

Diversification and International Recognition

Lijjat's success with papads paved the way for diversification. It began producing products like khakhra (1974), masala (1976), vadi, wheat atta, and bakery products (1979). Flour mills, a printing division, and a polypropylene packing division were established in the late 1970s. Although some ventures, such as cottage leather, matches, and agarbattis (incense sticks), were less successful, Lijjat's core products continued to flourish.

As the 1980s and 1990s arrived, Lijjat's reputation extended beyond India's borders. Overseas visitors and customers began to take notice. Lijjat initiated exports to countries such as the United Kingdom, the United States, the Middle East, Singapore, the Netherlands, Thailand, and others. The annual exports exceeded US$2.4 million in 2001.

The Heart of Lijjat: Sisterhood and Collective Ownership

At the core of Lijjat's success lies a philosophy of "sarvodaya," or the economic and social development of a community as a whole, and collective ownership. Every working member of Lijjat is considered an equal owner, a partner in both profit and loss. Decisions are made through consensus, with every member holding the power to veto. Men, while serving key roles like accountants, drivers, or security guards, are not considered owners; Lijjat remains an organization primarily owned and managed by women.

The Lijjat Process: A Symphony of Efforts

Lijjat's success is a testament to meticulous planning and collective effort. The recruitment process is simple, welcoming any woman who respects Lijjat's values and upholds quality standards. Those involved in rolling papads need a clean house for drying; those without the facility undertake other responsibilities. Packed papads are sealed into boxes and distributed to depots, often in small towns or villages, which also serve as branches.

Profit-Distribution: Equality in Action

Lijjat follows an egalitarian profit-distribution system. Every branch calculates its profit, which is then divided equally among all members. This approach ensures that every "ben" or sister, regardless of seniority or work responsibility, receives an equal share of the profit. The organization prizes its principle of equality. As an ode to her unparalleled efforts in the field of women empowerment, Jaswantiben Jamnadas Popat, one of the founding 7 members of Shri Mahila Griha Udyog Lijjat Papad, was awarded the prestigious Padma Shri award by President Ram Nath Kovind in the year 2021

 A Culinary Legacy and More

Lijjat Papad isn't just a household name for a beloved snack; it's an embodiment of empowerment, resilience, and the indomitable spirit of women. Lijjat's journey, driven by sisterhood and collective ownership, is a testament to the strength of unity. Today, Lijjat Papad stands not only as a symbol of culinary excellence but as a beacon of hope and empowerment for women across India.