Transcript
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….
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