Group member

Kulbhushan -

Pramod - 113

Nishant - Rachana –

Shweta -

Binal -

Shri Mahila Griha Udyog Lijjat Papad

• Shri Mahila Griha Udyog Lijjat Papad, popularly known as Lijjat ('it tastes good' in the Gujarati language)

• Main objective is empowerment of women by providing them employment opportunities.

• Started in the year 1959 with a seed capital of Rs 80, Lijjat has an annual turnover of around over 150 million USD) in 2012, with Rs. 290 million in exports.

• Lijjat was the brain child of seven Gujarati women from Mumbai

• It provides employment to around 45,000 people.

• Lijjat is headquartered in Mumbai and has 67 branches and 35 divisions all over India

• Shri Mahila Griha Udyog Lijjat Papad is registered under the KVIC Act- (Khadi & Village Industries Commission) is a statutory organization established in 1956 by an Act of Parliament.

Core values

o An organization of the women, by the women and for the women

o Pledge to ensure that all get the fruits of labor, no harm is caused to the institution and

o Synthesis of 3 different conceptso The concept of Business

o Production of quality goods at reasonable priceso The concept of family

o Mutual family affection, concern and trusto The concept of Devotion

o ‘Work is worship’

Organization Structure

Product Design

• Papad (Five flavors: Lasan, Moong, Mirch, Punjabi and Urad)

• Customer need: Healthy Snack along with lunch/dinner or with tea

Concept• Lizzat papad which can be

modified in to Papad snack Kiosk in the target market.

Product Design

• Easy to make.

• Roasted Papad (Different Variety): Customized toppings like cheese, onions, lettuce, olives, spinach,

• Sauce available in 6 varieties)

• Air deep friend papad

• Available in Veg

• Benefits: Healthy, oil used 100 % extra virgin olive oil, Cholesterol free*, Trans fat free*

• Extension in future: New range of products which can be added as per the local taste.

Exports

• Exports alone account for ( 290 million).

• Not directly involved in exporting, but recognized professional merchant exporters (who also export other food products) place an export order.

• Exports are done from Mumbai, the supply also comes from here.

• At present, 30 per cent to 35 per cent of the production of Lijjat Papad is being exported, mainly to countries like the United States, the United Kingdom, the Middle East, Singapore, Hong Kong and Holland.

Top 5 international markets in order of priority

• USA market: Saturation of fast food chain, rising problems of obesity and heart diseases, Easy availability of Lizzat papad. Every 0.9 % are Asian Indians in USA

• Singapore: 9.2 % of Indian population in Singapore. CAGR 8.2 % as per the source.

• Bangkok: Asian culture and more demand of Indian food on rise. Tourist place . Target almost all the country in one market due to tourism.

• UAE : • Africa :

4PsProduct

• Lizzat Papad Kiosk Outlet • Veg and Non Veg Section• Take away counter.

Customized to eat • Veg Options: Onion, Spinach,

Green Vegetables• Non Veg – Chicken and Fish. No

Pork and Beef

PRICE• 1 Veg: USD 2

• 1 N.V USD 2.5

• Roasted : 0.25 USD

• Air Deep fried : 0.50 USD

• Combo Meal :

• 1 veg. + diet coke ( 300 ml ) = 2.5 USD

• 1 N.V + Diet Coke ( 300 ml ) = 3.0 USD

• Buy 2 Veg get one roasted without topping free

• Buy 2 Non veg get one air fried deep papad without toping free.

• Specially for kids (below age 12 ) :

• Show your ID card and get 0.5 USD on above all.

• Specially for Old ( Above 60 ) :

• Show proof and get 0.50 USD off on above all.

PLACE

•Mobile Kiosk near to •Corporate•Residential•Parks•School and colleges

PROMOTION

•Sales promotion :•Free sampling in above of the place before launch

•Discount coupons in magazine , website and coupons distribution in all the above place for 1 month 

SEGMENTATION

•Country : USA•Age : 6 onwards•Psychographic : Value

•Behaviouristic : Benefit Sought

PRODUCT LIFE CYCLE

MARKET ENTRY STRATEGY

VALUE PREPOSITION

THANK YOU.