CASE STUDY ON Shri Mahila Griha Udyog Lijjat Papad

BY:•POOJA KALE 164•PREETI KAMBLE 166•SAMPADA NALE 175

A JOURNEY OF 56 YEARS

INTRODUCTION• Shri Mahila Udyog Lizzat Papad, popularly known

as Lizzat, currently presided by Jyoti Naik.• 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, borrowed from Chaganlal Karamsi Parekh.

• Lizzat has an annual turnover of around Rs.500-650crore with Rs.29crore in exports (as of 2010).

HISTORY• Began with just 7 semi-

illiterate ladies and a borrowed sum of Rs. 80.

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

• Expanded as a co-operative.

• Started with the production of 4 packets of Papads.

• In 1962, the name Lijjat (Gujarati for "tasty") was chosen by the group for its products. 

STARTING FOUNDERS• 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 not known.

Jaswantiben Jamnadas Popat

OBJECTIVE

•The objective of the institution is to provide employment to the ladies to enable them to earn decent and dignified livelihood.

VISION

•The vision of the organisation is to enable women to become self-reliant and self-confident.

CORE VALUES• An organisation of the women, for the women, by the

women.• Pledge to ensure that all get the fruits of labor and no

harm is caused to the Institution.• Synthesis of 3 different concepts: -The concept of business Production of quality goods at reasonable prices. -The concept of family Mutual family affection, concern and trust. -The concept of devotion ‘Work is Worship’

UNIQUENESS• It is primarily a cottage industry, urban in its

origin. It has eventually spread to the rural areas and to other cities and towns in several states of India.

• Provides self employment, dignity of labor and earning capacity for women.

• In contrast to other Indian women, the workers actually own Lizzat- collective ownership.

• The company is a cooperative that implements Mahatma Gandhi’s principles of ‘self-help’ and ‘trusteeship’.

GROWTH OF ORGANISATION• Membership has expanded from an initial

number of 7 sisters from one building to over 42,000 sisters throughout India.

• The organisation is wide spread with its Central Office at Mumbai and its 67 branches and 35 divisions in different states all over India.

• The venture started with Rs.80 and the annual sales increased from Rs.6,196 in 1959 to more than Rs. 3 billion in 2002, with exports itself exceeding Rs. 12 crores

MANAGING COMMITTEE OF THE ORGANISATION

PRODUCTS• Papad (Fourteen flavours,

including lasan, moong, mirch, Punjabi and udad[10])

• Khakhra• Appalam• Masala• Vadi• Gehu Atta (Wheat flour)• Bakery products• Chapati• SASA Detergent Powder• SASA Detergent Cake (Tikia)• SASA Nilam Detergent Powder• SASA Liquid Detergent• manufacturing unit (Dahisar) and

office (Borivali)

PACKAGING• Packing bags

manufactured by organisation itself.

• By doing this they ensure high standards and maintain quality.

• Also this prevents duplication of the product.

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 distributors.

ADVERTISING• The USP of the brand

is having the strength of ‘Consistently Good Quality’.

• Communicated its crispiness and quality through ads.

• Maximum advertising is done by airing on various channels.

CULTURE

• ‘Lizzat Patrika’, the in house magazine.

•No machinery used at production level.

•Role in women empowerment.

•Contribution to social service.

ROLE IN WOMEN EMPOWERMENT• The organisation has

undertaken various efforts to promote literacy and computer education for member-sisters and their families.

• A literacy campaign for sisters began through literacy classes at Girgaum on 18 June 1999.

• Later, the managing committee decided to start such classes in all its branches.

•  From 1980 onwards, Lijjat started giving Chhaganbapa Smruti Scholarships to the daughters of the member-sisters.

ROLE IN WOMEN EMPOWERMENT• In 1979, Lijjat teamed up with 

UNICEF to organise a seminar in Mumbai on "Child Care and Mother Welfare", as part of the International Year of the Child celebrations.

• In October 1984, Bhadraben Bhatt represented Lijjat at the UNESCO sponsored international workshop on "The role of women in the assimilation and spread of technological innovation" held at NITIE, Powai. 

• Alkaben Kalia represented Lijjat at the national level meeting on women convened by the National Commission on Self Employed Women

AWARDS & ACCOLADES• The Economic times

Award given to the institution for corporate excellence “Businesswoman of the Year” on 6th Sept, 2002.

• “Best Village Industry Institution ” award from then Hon. Prime Minister Shri Atal Bihari Vajpayee