Lijjat Papad Brand with a difference

Presented by: Roopam Goyal

y Highly decentralized enterprise. y Shri Mahila Griha Udyog Lijjat Papad, y y y y

popularly known as Lijjat Primarily cottage industry, urban by origin Members round 42000 women and 67 branch across the country (2006) annual turnover of Rs. 315 corers registered under the KVIC Act- (Khadi & Village Industries Commission)

y Began with just seven semi-

y y y y

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

y The concept of Business y The concept of family y The 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.

y Papad y y y y y

thin wafer or a crisp

bread prepared by pulses and masalas Best quality Available in different flavors and sizes Simple packaging i.e. in plastic Other products: Khakras, Masalas, atta, Detergents etc.

y packing bags are

manufactured by Lijjat itself y to maintain high standards and quality y to prevent duplication of their product

y adopts a Cost Plus Pricing Strategy y allows them to market their products extensively y targeted at the middle and lower segments of society y Sale 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) 12.50 27.00 25.00 31.00 59.00 117.00 285.00

Punjabi Masala Special

Small Size 100 gms mini size 200 gms small size 200 gms Big size 250 gms Small / Big size 500 gms Small / Big size 1 kg. Small / Big Size 2.5 kg.

11.00 23.00 22.00 27.00 49.00 96.00 238.00

11.00 23.00 22.00 27.00 49.00 96.00 238.00

11.00 23.00 22.00 27.00 49.00 96.00 238.00

11.00 23.00 22.00 27.00 49.00 96.00 238.00

12.50 27.00 25.00 31.00 59.00 117.00 285.00

12.50 27.00 25.00 31.00 59.00 117.00 285.00

Items Udad with pepper Udad with Garlic & Green Chillie Udad with Green Chillie Udad with Red Chillie Udad with Plain Udad Udad Jeera (50%Udad + 50%Moong) Moong with Pepper-(50%Udad + 50%Moong) Udad Special Moong Special-(50%Udad & 50% Moong) Punjabi Masala Special Udad Sindhi Masala Special Mathia Special Dhamta Special

80 Pkts X 200 gms BigSize & SmallSize( 7in & 5in) in one carton rate per packet 18.00 18.00 18.00 18.00 18.00 18.00 18.00 18.00 21.00 21.00 21.00 21.00 21.00 21.00

y Believed that best promotion y y y y

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

y Lijjat patrika

strong mode for communication y started taking part in trade fairs and exhibitions, which improve its sales and made the brand name "Lijjat" well-known among the people y sponsored programs and gave away gifts for the winners of specific shows in the television

y In starting,the advertising was

undertaken through the vernacular newspapers, television and radio. y 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

y brand is having the strength of

Consistently Good Quality as its USP. y communicated its Crispness and quality through ads. y ads features a Bunny ( mascot) and jingle Khurram Kharram . y aired on specific regional channels e.g. Alpha Gujrati , Sun etc

y Branches in seventeen Indian states. y Well settled in Maharashtra and Gujrat. y Exports accounts for Rs 10o million, merchant exports y Major countries are UK, USA, Australia and European

Countries.

y brand image by supplying quality products y Carved out a niche for itself y pace with changing market y Explored new markets y Identified commission agents y Accounting y Replicating the standard operating structure and

procedures

Strengths highest quality standards, good price, good corporate governance and profit sharing.

Weakness lack of marketing skills Less use of technology

Opportunities Expanding horizontally as well as vertically,

Threats Competitors, entry of MNC s in market

y the "Best Village Industries Institution" award from

KVIC for the period 1998-99 to 2000-01 y In 2002, the "Businesswoman of the Year "The Women Behind Lijjat Papad" at The Economic Times Awards for Corporate Excellence. y In 2003 the "Best Village Industry Institution. y It also received the PHDCCI Brand Equity Award 2005.