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Flat No 55, No 2, Ground Floor, Arogyadham Building, A/B-wing, Boria Village, Cts No 351, Govandi East, Govandi East Mumbai022 25589617 If everyone reading this donated Rs 100, our fundraiser would be over today. Read now Close Shri Mahila Griha Udyog Lijjat Papad From Wikipedia, the free encyclopedia Jump to: navigation, search Shri Mahila Griha Udyog Lijjat Papad SMGULP logo.png Type Worker cooperative Industry papads soaps and detergent bakery products masala (spices) flour Founded Girgaum, Mumbai (March 15, 1959) Mumbai, India Headquarters Key people Jyoti Naik, President Employees Website 42000[1] www.lijjat.com Shri Mahila Griha Udyog Lijjat Papad, popularly known as Lijjat, is an Indian women's cooperative involved in manufacturing of various fast moving consumer goods. The organization's 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 Rs. 650 crore, with Rs. 29 crore in exports (As of 2010[update]).[2] It provides employment to around 42,000 people.[1] Lijjat is headquartered in Mumbai and has 67 branches and 35 divisions all over India[3]. Lijjat is primarily a cottage industry, urban by its origin, that has spread to the rural areas[4]. It is considered as one of the most remarkable entrepreneurial initiatives by women that is identified with female empowerment in India[5]. Contents [hide] * 1 History * 2 Organization structure and management * 3 Products and divisions * 4 Culture * 5 Role in women empowerment * 6 Contribution to social service * 7 References * 8 External links [edit] History Lijjat was the brain child of seven semi-literate Gujarati housewives from Bombay (now Mumbai). The women lived in Lohana Niwas, a group of five buildings in Girgaum. They wanted to start a venture to create a sustainable livelihood using the only skill they had i.e. cooking. The seven women were 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[6]. The women borrowed Rs 80 from Chaganlal Karamsi Parekh, a member of the Servants of India Society and a social worker[6]. They took over a lossmaking papad making venture by one Laxmidasbhai[7] and bought the necessary ingredients and the basic infrastructure required to manufacture papads. On March 15, 1959, they gathered on the terrace of their building and started with the production of 4 packets of Papads[8]. They started selling the papads to a known merchant in Bhuleshwar. From the beginning, the women had decided that they would not approach anyone for donations or help, even if the organization incurred losses[9]. Ramdas Padhye, ventriloquist, with his Bunny used in Lijjat Papad advertisement The Rabbit remains a part of the Lijjat Papad packing Chaganlal Karamsi Parekh, popularly known as Chaganbapa, became their guide[4]. Initially, the women were making two different qualities of papads, in order to sell the inferior one at a cheaper rate. Chaganbapa advised them to make a standard papad and asked them never to compromise on quality. He emphasized to them the importance of running it as a business enterprise and maintaining proper accounts[10]. Lijjat expanded as a cooperative system. Initially, even younger girls could join, but later eighteen was fixed as the minimum age of entry. Within three months there were about 25 women making papads. Soon the women bought some equipment for the business, like utensils, cupboards, stoves, etc. In the first year, the organization's annual sales were Rs. 6196[11]. The broken papads were distributed among neighbours[7]. During the first year, the women had to stop production for four months during the rainy season as the rains would prevent the drying of the papads[4]. The next year, they solved the problem by buying a cot and a stove. The papads were kept on the cot and the stove below the cot so that the process of drying could take place in spite of the rains[6]. The group got considerable publicity through word of mouth and articles in Lijjat registered itself as a society under the Societies Registration Act 1860[6]. 5[7]. with prize money of Rs. The group also initiated some unsuccessful ventures such as cottage leather (1979). and agarbattis (incense sticks)[13]. matches (1979). In July 1979. By 1962-63. This publicity helped it increase its membership. An attempt to start a branch in Malad suburb of Mumbai. the general secretary of a trade union tried to interfere in Lijjat's . and bakery products (1979). wheat atta. 8 lakhs (0. and by the end of the third year it had more than 300 members[6].8 million) and was allowed certain tax exemptions[6].82 lakh (Rs. 100 to 150 women had joined the group. In 1966. was unsuccessful[12]. 1. the name Lijjat (Gujarati for "tasty") was chosen by the group for its products. in 1966. so the kneaded flour was distributed among the members who would take it to their homes and make papads[4]. KVIC formally recognized Lijjat as a unit belonging to the "processing of cereals and pulses industry group" under the Khadi and Village Industries Act. vadi. In the same month.000)[4]. The first branch outside Maharashtra was established at Valod.vernacular newspapers. In 1962. It was also recognized as a "village industry". its annual sales of papads touched Rs. Mahila means women. In September 1966. In 1970s. the terrace of seven founders could no longer accommodate the members and the ingredients. 182. in 1961. was unsuccessful[12]. masala (1976). Lijjat set up flour mills(1975). KVIC or Khadi Development and Village Industries Commission is a statutory body set up by the Government of India for development of rural industries. the chairman of KVIC personally inspected the Lijjat[4]. Griha means home. In many Indian languages. The papads were brought back for weighing and packaging. An attempt to start a branch in Sangli town. The organization was named Shri Mahila Griha Udyog Lijjat Papad[6]. In July 1966. Gujarat in 1968[11]. After tasting tremendous success with their papads. on Chaganbapa's recommendation. The name was suggested by Dhirajben Ruparel. By this time. was chosen in a contest held for the purpose. Lijjat began producing other products like khakhra (1974). By the second year of its formation. printing division (1977) and polypropylene packing division (1978). KVIC granted it a working capital of Rs. Udyog means industry. U N Deodhar. Sasa had annual sales of Rs 500 million.4 million in 2001[11][21]. Lijjat purchased new premises at Kamal Apartments in Bandra. The Vice-President of Uganda. In June 2001. In March 1996. Joshi. As its popularity grow. three persons were arrested in this connection. Lijjat started attracting attention of foreign visitors and officials. the Middle East. accounting for 17 percent of Lijjat's total turnover in 1998. Lijjat also started taking part in several trade fairs and exhibitions. who was wife of his employee. The registered office shifted to the Bandra with effect from July 1988[7]. The institution sponsored programs and gave away gifts for the winners of specific shows in the television[18]. Lijjat went through tremendous pressures and court stay orders to retrieve the situation[15]. visited Lijjat's central office in January 1996. L. Its annual exports accounted for more than US$2. the Lijjat branch at Jabalpur was taken over by one Shantilal Shah as his own unit. In 1980s. Lijjat's website explains the identification . since she wanted to start a similar institution in Uganda[20]. The money for advertisements was spent by the Polypropylene Division. In 1985. C. In his observations on "Who owns Lijjat?". Lijjat started exporting its products with the help of merchant importers in the United Kingdom. Labour Advocate of Bombay and a well-known industrial relations expert. Lijjat started facing the problem of fake Lijjat papads being introduced in the market. Dr. a suburb of Mumbai. in Bihar[4]. the Netherlands Thailand. Speciosa Wandira-Kazibwe. the 50th branch of Lijjat was inaugrated in Mumbai[17]. which improve its sales and made the brand name "Lijjat" well-known among the people[7]. making certain demands on behalf of a few member-sisters. In 1988. the United States. which he ran with the help of a Sanchalika (branch head).affairs. In 1987. which recovered the same by adding it to the price of the bags that it supplied to all the branches and divisions throughout India[19]. The advertising was undertaken through the vernacular newspapers. he clarified that member-sisters were competent to take a decision for their own and it was not open for an outside agency to interfere with the internal working of Lijjat[14]. Lijjat entered the soap market with Sasa detergent and soap[16]. was called for consultations.. Singapore. television and radio. and other countries. In the 1980s and 1990s. In 2003. Lijjat received the "Best Village Industry Institution"[22]. It accepts all its working members as the owners and an equal partaker in both profit and loss[9].features of original Lijjat papads.100 million. In 2002. they are not the owners)[11]. Men can only be salaried employees (accountants. Lijjat had a turnover of Rs 3 billion and exports worth Rs. the President of Lijjat urged the State Governments of Maharashtra and Punjab to reconsider their decision of withdrawing the tax exemption on Lijjat's Sasa Detergent. The members are co-owners and fondly referred to as "sisters". It employed 42. the Vice-President. It also received the PHDCCI Brand Equity Award 2005[24].[25]. At the awards ceremony. the "Businesswoman of the Year" award was given to "The Women Behind Lijjat Papad" at The Economic Times Awards for Corporate Excellence[23].000 people in 62 divisions all over the country[6]. Lijjat organization structure The running of the organization is entrusted to a managing committee of twenty-one members. The office bearers of the managing committee and . The 62nd branch became operational at Jammu and Kashmir in 2002.e. enrolling over 150 members[11]. and not the members of the organization (i. All the decisions are based on consensus and any member-sister has the right to veto a decision[26]. including the President. drivers or security guards). Lijjat received the "Best Village Industries Institution" award from KVIC for the period 1998-99 to 2000-01[22]. Lijjat marks its 50th year of existence on March 15. In 2002. 2009. and two treasures[11]. Sanchalikas are in-charge of various branches and divisions. two secretaries. [edit] Organization structure and management Lijjat believes in the philosophy of sarvodaya and collective ownership. The central office at Mumbai previously coordinated the activities of various branches. Currently. depending on their individual production abilities. Jharkhand.the sanchalikas are chosen from among the member-sisters on the basis of consensus every three years [27]. ensuring transparency. the sanchalikas still need the managing committee's approval before they undertake any new project or activity. and everything is done manually. Because of Lijjat's main motive of generating self-employment for women. Haryana. except for the outside supply of raw material. This sharing practice is still in effect. . Kerala. Karnataka. the profits of the first six months were shared equally among all sisters in the form of gold. Jammu and Kashmir. Uttar Pradesh. But. as the organization grew. Punjab. In the initial days of Lijjat. again chosen by consensus. Madhya Pradesh. Lijjat follows its own financial accountability principle. To co-ordinate various branches in a region or state. Account books are easily accessible to all the member-sisters. Profits and losses are shared equally among the members of a given branch. However. However. the authority was decentralized in terms of work and sharing of profits at the branch level. but now the decision whether to share the profits in gold or in cash is made at the branch level[28]. There is no credit method for running operations in the organization.Andhra Pradesh. computers are now being used in some of the Mumbai branches for accounts and administration[11]. Bihar. Each branch has a committee eleven member-sisters. and West Bengal. The cost of national-level advertising is borne by all branches and divisions. The annual general meeting is attended by membersisters representing branches and divisions all over India. Delhi. no machinery is used at the production level. Gujarat. Every payment is done on a daily basis. Lijjat has branches in seventeen Indian states -. Orissa. Tamil Nadu. Maharashtra. All the branches follow the same set of instructions and have similar accounting system. there are branch coordination committees and area meetings of various branches in a state. Rajasthan. 000 each as bonus. the central committee reduces the daily wages of its members by 1 rupee. the urad dal is imported from Myanmar. On successive failures of a branch to abide by the organization's philosophy of consistent quality and production of papads. The central office purchases and distributes all ingredients to maintain the quality of the final product. the member-sisters at the Rajkot branch received Rs 4. For instance. mirch. asafetida is imported from Iran. while the member sisters at Mumbai and Thane branches received a 5-gram gold coin as an incentive[11]. of which the papad is the most famous: * Papad (Five flavours: lasan. The member-sisters are also rewarded for extra effort. For example. To avoid any inconsistencies. moong. who were rewarded with the cash or gold. Several issues of Lijjat Patrika enumerate the names of the names/numbers of the member-sisters. in 2002. In the monthly meetings. a neighboring Lijjat branch helps it by guiding and training new members. the final products are tested in the Lijjat's laboratory in Mumbai. and black pepper comes from Kerala.The quality of papads can vary due to quality of water used in various parts of India. Punjabi and urad[9]) * Khakhra * Appalam * Masala * Vadi * Gehu Atta (Wheat flour) . When a new branch of Lijjat opens. the quality issue and modifications are tested[4]. Lijjat collection flowchart Lijjat distribution flowchart [edit] Products and divisions Lijjat's manufactures several products. The committee often makes surprise visits to various branches to assure that production conditions are hygienic[11]. for their extra efforts[7]. Gujarati. Valod district) * Chapati Divisions at Wadala. Bandra * Khakhra Division. Mulund and Kandivali * Polypropylene set-up (Kashi-Mira Road) * Vadi factory (Valod) * Bakery Division (Valod) * Detergent Powder and Cakes manufacturing unit (Dahisar) and office (Borivali) [edit] Culture Lijjat Patrika. Marathi and Hindi. the in-house magazine. in addition to presenting articles on women[11]. . It is published in many languages. It has emerged as a strong mode of communication for information related to significant events and initiatives at Lijjat. is published and circulated for a nominal rate to those interested in the activities of Lijjat. (Buhari. Borivali.* Bakery products * Chapati * SASA Detergent Powder * SASA Detergent Cake (Tikia) * SASA Nilam Detergent Powder * SASA Liquid Detergent Lijjat has several divisions and manufacturing units[29]: * Flour Division (Vashi) * Masala Division and Quality Control Laboratory (Cotton Green) * Printing Division (Cotton Green) * Advertising Division. including English. In the Valod centre they set up an educational and hobby centre for the rural women. no machinery is used at the production level. The first ever pucca (tarred) road in Valod to be built and inaugurated in 1979 was with the help of the Lijjat. The member-sisters used their organization as a medium to promote their and their families' welfare. Later. There is no fixed retirement age at Lijjat. [edit] Role in women empowerment The growth of the Lijjat is often seen in the larger canvas of women and their empowerment. the managing committee decided to start such classes in all its branches[11]. all through one's life[7]. A literacy campaign for sisters began through literacy classes at Girgaum on June 18. The organization has undertaken various efforts to promote literacy and computer education for member-sisters and their families. No member sister can be asked to leave unless or until she goes against the organizational principles.Member sisters across all branches of Lijjat recite an all-religion prayer before beginning their daily activities[11]. as part of the International Year of the Child . cooking. Orientation courses in typing. sewing. However. and everything is done manually. In 1979. The sisters are free to choose their activities and each activity is given equal importance. as the emphasis obviously was on earning one's bread through daily work. Because of Lijjat's main motive of generating self-employment for women. Once. From 1980 onwards. Lijjat started giving Chhaganbapa Smruti Scholarships to the daughters of the member-sisters[30]. knitting and toy making as well as other courses like child welfare. first aid and hygiene were taught[31]. she said that there was no need to make provision for a retirement age. 1999. when the president Jyoti Naik was questioned about this anomaly. Leaving the organization is voluntary. Valod branch[32]. computers are now being used in some of the Mumbai branches for accounts and administration[11]. Lijjat teamed up with UNICEF to organize a seminar in Mumbai on "Child Care and Mother Welfare". Lijjat built forty houses for the rehabilitation of the people of Bhujpur (Bhachau) in Kutch District[40]. In 1999. 2.Pawar. Lijjat member-sisters also tried to start a co-operative bank. [edit] References 1.com) "Their kitchen radiates energy"]. The institution provided the finance and supervised the work of construction of fifty-eight houses for the people of the village. including Rs 1 million from the central office. the Lijjat member-sisters have undertaken social service activities such as distributing nutritious food for poor children. an institution to care for destitute women[36]. At the behest of Mother Teresa. the Mumbai City felicitated Smt. Sakaal Times. but the effort was not very successful[37]. Powai[34]. organizing health camps.8 million.com). ^ a b Surekha Kadapa-Bose (2005-04-01). Member-sisters donated money from their daily vanai (wage)[39]. 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. instituting prize-money for spread of primary education. [edit] Contribution to social service On several occasions. The Hindu Business Line. In October 1984. Retrieved 2007-01-15.Rukminiben B. Alkaben Kalia represented Lijjat at the national level meeting on women convened by the National Commission on Self Employed Women[35]. all the branches of Lijjat gave a total donation of more than Rs 4. 13 September . ^ Lijjat Papad sales crosses Rs 650 cr mark. (thehindubusinessline.celebrations[33]. undertaking blood donation drive. After the 2001 Gujarat earthquake. donating money for conducting community marriage. as an outstanding woman in the field of social work[38]. the earthquake affected village in the Latur district of Maharashtra. [(thehindubusinessline. the member-sisters also took part in some activities of Asha Dhan. Lijjat undertook the rehabilitation of Chincholi (Jogan). plantation drives and even making donations to Government bodies[7]. Lijjat President. htm. ISBN 81-261-2292-7 6.T. 3. 1.3-5 .library.worldbank. p.asp?id_Section=6.The Beginning". "Grassroots Developments in Women's Empowerment in India: Case Study of Shri Mahila Griha Udyog Lijjat Papad (1959–2000)".org/casestudies/Women%20and %20Entrepreneurship9. Published by Shri Mahila Griha Udyag Lijjat Papad.pdf. ^ a b c d e f g h Surekha Kadapa-Bose. http://www.vu. Parameeta Kanungo (World Bank). Lijjat. 13. Vol. Encyclopaedia of Indian Women.. Retrieved 2007-01-16. ^ a b c d e f g h i j k l m Deepti Bhatnagar (IIM-A). 12. ^ Irresponsible Trade Union Activities in Lijjat. http://www. ^ Lijjat Patrika. New Delhi. http://www. ^ a b c "Queens of PAPADom".com/journal/Dec%202003/Pg-35-40-Lijjat%20case %20study. "A model of modern development". Animesh Rathore ((IIM-A)).2010. translated into English by Prof. The tmtc Journal of Management.se/conferenses/myrdal/pdf/Malathi_Ramanathan. ^ Seema Sharma and Kanta Sharma.pdf.6. 1. The Times of India.uu. Issue 11. 1.lijjat.114-117 11.1980. "Empowering Women In Urban India: Shri Mahila Griha Udyog Lijjat Papad". Ramnarayan Nagardas.com/Content. Anmol. Retrieved 2007-01-15.. ^ a b c d e f g h "Successful Women Entrepreneurs: Shri Mahila Griha Udyog Lijjat Papad (Lijjat)".tmtctata.edu. 8. Vol.V.com/. p. ICFAI Center for Management Research. 11 vols. The tmtc Journal of Management.7-11 14. Retrieved 2006-02-04. pp.icmr.. ^ "organization .pcr. http://0povlibrary. Magüi Moreno Torres (World Bank). Lijjat. Jan. 10. Vol.Issue 3. Retrieved 2007-01-15.org. Punyashlok Chhaganbapa.asp? id_Section=7. http://timesofindia. Retrieved 2007-01-08. 4476 p. March 1979. VII: Women Employment.Yardi. 7. Lijjat Patrika. p. 2005. Issue 3. ^ a b Lijjat Patrika. http://www. cxliii. Retrieved 2006-02-04. Retrieved 2007-01-15.com/Content.icfai. 5. 1980. ^ a b c d e f g h Malathi Ramanathan. Vol.pdf.indiatimes. 1979. Jan. 9. 4.au/files/14652_Lijjat-web. March. ^ Pathak. http://www. ^ "Organization: About Us".lijjat. 2001-12-06. ^ Lijjat Patrika. p. Lijjat. 8 19. Vol.2. 9. Dec. 4. February 1985. 21. 6.17. April 1996 p.htm.15. 17. 6.lijjat. 17. Issue 12. Issue 12. Issue 7. Vol. Issue 6. June 1984. p. 85. 18. pp. ^ "The incredible story of Lijjat Papad!". Issue 8. 6.3. 2002-0919.2.Vol. ^ Lijjat Patrika.7. p.co. 1988. August 1980. Issue 7. p.4. p. ^ "Indian meal starter lasts 50 years". ^ "Organization: Diversification".com. pp. 2009-03-11. http://in. 96. Issue 2. Vol. Lijjat.bbc. http://www. Vol. http://phdccimail. Retrieved 2009-03-11.lijjat. http://www. 16. 24. Retrieved 2007-02-04.tribuneindia.5. p. Issue 4. 2005-04-15.6.3. Issue 8. 1984. ^ Lijjat Patrika.6. Dec. [dead link] 28.3.stm. http://news. Feb. Issue 7. Issue 10. 30. 86. Retrieved 2007-02-04. p. Retrieved 2006-02-04.7. 26.htm.4-B 27. Vol. ^ Lijjat Patrika.asp?id_Section=8.indiatime s. p.7 . 1. p. ^ "PHDCCI Awards for Excellence: 2005".1. Sept. 11. 22. Issue 7. Sept. Retrieved 2006-02-04. Vol. issue 10. Vol. BBC News. ^ Lijjat Patrika. 8. April. Retrieved 2007-02-04.com/etawards/intro. ^ Lijjat Patrika. Vol. The Economic Times. Issue 3.archive. ^ "Editorial: Reflecting Women's Real Strength".rediff. Retrieved 200702-04. 20. Retrieved 2007-02-04. ^ "The Economic Times Awards for Corporate Excellence". 1985. The Tribune. p. Sept. Vol. Oct. Vol. 1984.org/web/20070217070237/http://economictimes. Vol. http://www. Jan.businessworld.com/pressrel. March 1997. ^ Lijjat Patrika.com/Content.com/money/2005/apr/15spec. 1980. 1980.6.aspx? SectionId=416&ArticleId=1067. Sept. 87. ^ Lijjat Patrika.html.com/Content.5-6.com/2002/20020919/edit. Vol. Issue 4. 7. http://web. Vol. Rediff. issue 2. 29. Archived from the original on 2007-02-17. p.uk/2/hi/south_asia/7932979.3. 25. ^ Lijjat Patrika. 84. Vol.asp?id_Section=28. Businessworld. 23. Vol. ^ "Feet on the ground".in/innerSections. ^ a b "Organization: Milestone". Feb.php?sid=370.6 31.3 18. http://www. Vl. ^ Lijjat Patrika. Jan.1. 18. 17.com Retrieved from "http://en. 93.1980. Issue 8-9-10.1979.3 36.1 &3. Vol.20. Dec. 1. 1987. p. Vol. ^ Lijjat Patrika. Lijjat Patrika. p. Dec. Nov.96. Issue 9. p. Issue 10. 2.7 33.1 40.org/w/index.16 39.php? title=Shri_Mahila_Griha_Udyog_Lijjat_Papad&oldid=434944181" View page ratings Rate this page Rate this page Page ratings What's this? Current average ratings.Vol.2. p. p. ^ Lijjat Patrika.7 35.Jan. Vol.94. Nov. June 1979. p. ^ Lijjat Patrika. 1. Vol. 1984. 6.1980. Vol. p. 2. April 80. Issue 1.Vol. Issue 6. p.4 38. Issue 10. ^ Lijjat Patrika.10. Issue 10. ^ Lijjat Patrika. p. July 1999. ^ Lijjat Patrika. Oct. Issue 7. Vol.4 34. 1997. p.4 37. Vol.32. pp. p. Nov. Vol. issue 7. Issue 9. [edit] External links * Official Site: Lijjat.4. ^ Bhujpur Punarvas..1. Trustworthy Objective Complete . Issue 9.14. Shri Mahila Griha Udyog Lijjat Papad. ^ UNICEF-Lijjat Seminar of Child Care and Mother Welfare. Sept. Vol. Issue 2.wikipedia. Thanks! Your ratings have been saved. Did you know that you can edit this page? Edit this page Maybe later . Do you want to create an account? An account will help you track your edits. We will not share your e-mail address with outside parties as per our feedback privacy statement. Please take a moment to complete a short survey. send me an e-mail (optional) We will send you a confirmation e-mail. get involved in discussions. 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Lijjat.Be it an evening snack. organise and assist in implementation of programmes for the development of khadi and village industries. providing employment in rural areas. • Training of persons employed or desirous of seeking employment in khadi . rural industrialisation and promoting self-reliance among the people and to build up a strong rural community base. The main objectives of the KVIC include skill improvement. Intro To the Industry: Shri Mahila Griha Udyog Lijjat Papad is registered under the KVIC Act. No Indian meal is complete without it. it undertakes: • Financing of eligible agencies. the pappad finds its due place on the dining table. or a banquet or a meal at home. The story of Shri Mahila Griha Udyog Lijjat Papad is all that and much more. It plays a pivotal role in the strengthening of rural economy by promoting and developing khadi and village industries. • Building of reserves of raw materials and implements supplying them at such rates as may be decided. transfer of technology.(Khadi & Village Industries Commission) The Khadi and Village Industries Commission (KVIC) is a statutory organisation established in 1956 by an Act of Parliament. and India's biggest `papad' success story is undoubtedly. promote. To achieve this. Everyone enjoys 'rags to riches' stories and everyone likes tales of stupendous success achieved through sheer determination. The functions of the KVIC are generally to plan. and village industries, supervisors and other functionaries; • R&D in khadi and village industries products; • Promotion and encouragement of cooperative efforts among the persons engaged in khadi and village industries. The Khadi & Village Industries Commission (KVIC) has been playing an important role in the Indian economy as a vehicle for generating large-scale employment with low capital investment and short gestation period. Emphasis is to provide improved tools and implements to the artisans in khadi as well as various village industries. History Of The Firm: Shri Mahila Griha Udyog, the makers of the famous Shri Mahila Griha Udyog Lijjat Papad Papad, is an organisation, which symbolises the strength of a woman. Only women can become the members of the organisation. All members are also the owners of the organisation and are fondly referred to as 'sisters'. There is a central managing committee of 21 members to manage the affairs of the organisation. To aid the management, there are also Sanchalikas to look after the day-to-day affairs of the individual centers and also of that of the Udyog as a whole. The organisation functions on the basis of consensus and each member has 'veto' powers. The Beginning: It all began on 15th march. 1959 which was a warm summer day with the sun shining brightly in the cloudless sky. A majority of the women inhabitants of an old residential building in Girgaum (a thickly populated area of South Bombay), were busy attending their usual domestic chores. A few of them, seven to be exact, gathered on the terrace of the building and started a small inconspicuous function. The function ended shortly, the result - production of 4 packets of Papads and a firm resolves to continue production. This pioneer batch of 7 ladies had set the ball rolling. As the days went by, the additions to this initial group of 7 was ever-increasing. The institution began to grow. The early days were not easy. The institution had its trials and tribulation. The faith and patience of the members were put to test on several occasions - they had no money and started on a borrowed sum of Rs. 80/-. Self-reliance was the policy and no monetary help was to be sought (not even voluntarily offered donations). So work started on commercial footing Today, Lijjat is more than just a household name for 'papad' (India's most popular crispy bread). Started with a modest loan of Rs 80, these women took its turnover from Rs 6,196 in the first year to Rs 300 crore in the next few decades, involving over 40,000 women on its revolutionary march. This story fanciful at any rate. But to say so would be undermining the contribution of a well thoughtout Gandhian business strategy, equally well executed by his followers, late Chhaganlal Karamshi Parekh and Damodar Dattani, who worked tirelessly from behind the scene. Their vision was clear – an exclusive women’s organisation run and managed by them, a quality product that these women had the expertise to make, and, finally, a work environment which is not competition-driven and mechanised but based on pure labour and love for the organisation and its people. Lijjat is today guided by separate divisions of advertising, marketing, sales promotion and exports. There is greater coordination between branch offices (different production and marketing units) and centralised marketing, advertising and exports departments. the cooperative now has annual sales exceeding Rs 301 crore (Rs 3.1 billion). What's more stunning than its stupendous success is its striking simplicity. With quality consciousness as the principle that guided production, Shri Mahila Griha Udyog Lijjat Papad grew to be the flourishing and successful organisation that it is today. Core values: Shri Mahila Griha Udyog Lijjat Papad is synthesis of three different concepts, namely (1) The concept of business (2) The concept of family (3) The concept of Devotion All these concept are completely and uniformly followed in this institution. As a result of this synthesis, a peculiar Lijjat way of thinking has developed therein. The institution has adopted the concept of business from the very beginning. All its dealings are carried out on a sound, pragmatic and commercial footing - Production of quality goods and at reasonable prices. It has In this institution work is worship. On the contrary. with the latest branch in Jammu. But Lijjat has also expanded to the North – Delhi.It is a place of worship to devote one's energy not for his or her own benefits but for the benefit of all. gift or grant from any quarter. accept any charity. to the Kashmir market as well. employees and well wishers. For the member sisters. concern and trust. the declining sales figure for three consecutive years – Rs 298 crore (1999-2000). Besides the concept of business. Punjab. All affairs of the institution are dealt in a manner similar to that of a family carrying out its own daily household chores. Though each branch is responsible for the marketing of its products in the areas allotted to it. donation.never and nor will it in the future. the institution is never merely a place to earn one's livelihood . the institution along with all it's member sisters have adopted the concept of mutual family affection. The institution is open for everybody who has faith in its basis concepts. Market Positioning As a business enterprise. But the most important concept adopted by the institution is the concept of devotion. the member sisters donate collectively for good causes from time to time according to their capacity. Himachal Pradesh and. the new . Some of its home turf in Maharashtra and Gujarat has been captured by a growing competitive local market. Rs 288 crore (2000-2001) and Rs 281 crore (2001-2002) – is a matter of concern for Lijjat management. Management: President – Jyoti J. Lijjat markets its products through a wide network of dealers and distributors all across the country. Rather. but none seem to be able to make any dent in Lijjat’s share of the industry as their core business is not papad.Sharda S.Kamal D. MDH and Saktibhog.Dhandore • Treasurer Smt. and has never chosen to sell or push its products directly through the vast network of its offices and sister-members even during the initial years. Sisters (employees) claim they believe in doing the business wisely and on sound business ethics. Pratibha H. The other big brands in the papad market are Bikaner.Malti M. Naik • Vice . Pawar • Secretary Smt. This coupled with a healthy upward trend in the export of Lijjat papad positions Lijjat as the strongest brand in the papad industry. over the years. Lijjat has developed cordial and mutually beneficial relationships with its dealers.Belnekar .centralised marketing offices now procure surplus production from different branches and market it at an allIndia level.5 kilogram packs respectively.President Smt. Dealers are given a set commission of seven per cent and retailers’ earnings are fixed between Rs 25 and Rs 26 on the investment of Rs 14 for 200 grams and Rs 150 for 2. Sunanda R. Trilotkar • Secretary Smt.Landge • Treasurer Kum. • An Export division at Wadala. • Chapati divisions at Mumbai. are prepared and packed in consumer packs. • A Printing Division also at the same place. • A Masala Division at cotton Green(along with a Quality Control Laboratory) at the same place where different kinds of spice powders like Turmeric.. Marketing Activities: Products. Lijjat ATTA. A Detergent Powder and Cakes manufacturing unit at Dahisar and office at Borivali (Bombay).Papads . Swadeshi ATTA. Pav-Bhaji masala. • A Polypropylene set-up at Kashi-Mira Road.Detergents Pricing Shri Mahila Griha Udyog Lijjat Papad adopts a Cost Plus Pricing Strategy for all their products. • Lijjat Advertising Services at Girgaum (Mumbai). Coriander and ready mix masala and like Garam masala. Punjabi Chole Masala etc. Besides it's world famous papads. it also currently has • A Flour division at Vashi (Mumbai) where flour is milled from Udad Dal and Moong Dal. Khakras. Tea masala. Masalas.Diversifications: Shri Mahila Griha Udyog has diversified its various activities. • A Khakra Division at Buhari (Dist-Valod). Chillies. • A Vadi producing factory at Valod. • A Bakery division at Valod. The Lijjat . products are targeted at the middle and lower segments of society. the rest of the sisters come in and dough is distributed to each one of them in ‘dabbas’.m.m. The manufacturing process for making papad starts at 5:00 a.Transport . we have studied the production process of Papads. It is extremely essential that the papad once rolled gets a sufficient number of hours per day to dry in the . These segments are highly price sensitive and hence this method of pricing allows them to market their products extensively. All the sisters or ‘bhaginis’ are fetched from their homes at brought to their respective production centers in institutional vehicles.Selling Expenses . everyday.m. Manufacturing Process Sale of Papad amounts to about 45% of total sales. After 7:00 a.Administrative expenses A certain markup is then added to these costs to account for the profits. These sisters take the flour to their respective houses. are responsible for kneeding the papad dough.Packaging Costs .Rolling Charges . These sisters who arrive at 5:00 a. While calculating the price the following expenses are taken into consideration: . roll out papads and place them in the sun for drying. Hence.Cost of Raw material . ♣ For 1 kilogram of papad rolled out. ♣ From every 1000 gms of the dough. Quality of the product is of utmost importance. the purchase of raw materials is carried out by a central authority. The packing bags are manufactured by Lijjat itself. The ‘sanchalika’ of each center ensures that there is no wastage or pilferage by counting the papads that are bought in each day. a penalty is charge to the sister amounting to a few paise. 120 small papads of 5 inches each and 65 papads of 7 inches each can be rolled out.m. the packing process takes place. the weight of the final papad will amount to only 800 gms. Udad dal. The main raw material. Every morning when the sisters come to work. To maintain standard and assured quality.sun and that is the reason that the entire process is initiated at 5:00 a. then the entire production will be destroyed. is bought and processed in Nashik . Only on giving this in do they receive dough for the next day. they bring with them the rolled out papad of the previous day. which could occur if this process was outsourced. ♣ From every 1000 gms of dough. ♣ Most of the centers carry up to 15 days inventory.. ♣ For any faulty papad rolled out.m. a sister earns a pay of Rs 16/-. so as to maintain high standards and quality. This is also done to prevent duplication of their product. From 8:00 to 9:00 a. If a slight defect is identified in a day’s production. skip and jump away from the nearest shop selling Lijjat distribution flow chart Apart from production. or sisters) every day. This remains the only involvement of the central office in the entire production and marketing exercise of the branch office. they produce accordingly.and Vashi. the central office supplies the raw material – mung and urad flour -to all its branches. The wide network of dealers and the goodwill that Lijjat products enjoy with customers make the marketing relatively easy. To maintain the high quality and standard of Lijjat products and uniformity in taste for the same product from different branches. such that every resident of Mumbai is a hop. From here the various products are distributed to the authorized Distributors who in turn deliver it to the retail outlets all over the city. The distributors pick up the quantity of papad they require and pay cash on delivery because Lijjat pays their bens (members are called bens. Shri Mahila Griha Udyog Lijjat Papad has 18 branches. This ensures that they neither stock inventory nor pay . This is then transported to the Mumbai Head Quarters and then channelised to various centers across the country as per their requirements. Distribution In Mumbai. The daily production is collected at the 6 depots. the branch is also responsible for marketing its products in the area allotted to it. Since they have an estimate of the quantity each distributor takes. Members from their marketing division personally go and check the godown facilities and only on their approval do they appoint distributors. Each distributor picks up an average of 100 boxes per day from the depot. Generally each distributor has his three-wheeler and about eight to ten salesmen to deliver to retail outlets within his territory. reach. they open a new branch. they do not have any centre in Goa. etc. like they recently opened one in Jammu and Kashmir. They make it clear to them that they must pay on delivery if they want their distributorship. This system is followed all over India and it works well for them. A distributor pays us Rs150000 as deposit. Their communication with distributors is regular through monthly meetings where they discuss their problems and also the issues that they may have about quality. They are not involved in how and where a distributor delivers as long as he stays within the area they have marked for him. Lijjat’s Ranchi branch was established in November 1997 bifurcating it from . When they discover that there is demand in a particular place. but they have appointed a distributor for that area to ensure that Lijjat papads reach Goa. price.heavily for storage. To select a distributor. they first give an advertisement in newspapers for the areas they have marked. their goods reach there. Whether or not they have a centre in an area. For example. They have about 32 distributors in Mumbai. This is where their job ends. The Muzaffarpur branch.only the appointed .the only branch in Bihar at Muzaffarpur. Lijjat has insulated its sister-members from joblessness. They do not have individual door-to-door salesmen or women selling from homes -. where help from other family members not only adds up to the income but also makes the work more enjoyable. At the workplace they are self-respecting. besides the strength of womanhood. Vanai charge is Rs 14 per kilogram of papad and each sister was paid Rs 250 as extra vanai charge on Dipawali. The Lijjat women offer an alternative to the highly competitive and stressful work environment defined and dominated by men in which a woman competes with a man more as a man than a woman.65 million in November 2002. These women also work from their homes. It pays Rs 11. “As an experiment.000 per month as rent for the building that houses its office and workshop. the Mumbai and Thane branch distributed gold coins of five grams to each of the 4. according to Lijjat sources. hard-working and sisterly to one another. The branch averages around four rupees as gross profit and one rupee as net profit from per kilogram of papad.” says an elderly Gandhian. TK Sumaiya.500 as extra vanai charge to its sister-members. Lijjat is also an experiment in the restoration of the essence of womanhood. of Bombay Sarvodaya Mandal. A “trekker” (thirteen-seater passenger vehicle) has also been purchased for the conveyance of sister-members from home to the Lijjat office and back. paid Rs 2.056 sister-members a couple of months ago. Similarly. More importantly. This branch has 165 sister-members and sold papad worth Rs 0. 2% of total turnover. but they may have different distributors and depots for different products. a mere 0. Therefore their annual expense on advertisements and promotions amounts to Rs. A close check is kept on the distributors to make sure that the products reach every nook and corner of the cities. . Sun etc. Shri Mahila Griha Udyog Lijjat Papad has a policy of not allowing any sales to be made on credit terms.distributor for the area. The distributors also need to be motivated properly. so that they in turn make a greater effort to sell large volumes of the products to the retailers. the distributor will receive a further 1% discount. Should they exceed this target. Alpha Bengali. 60 Lakhs. The extremely famous ‘Bunny rabbit’ campaign continues to be aired on specific regional channels. no matter what size. stocks their brand of products if they are stocking any other brands of the same product.g. Therefore they concentrate more on cost effectiveness and quality rather than on more expensive modes of promotion like advertisements. All sales are made on cash-at-delivery or advance payment basis. For e. They make sure that every retailer. They also advertise in English and regional newspapers. they believe that the best promotion they could possibly receive is by word of mouth. Targets are set quarterly for the distributors. Alpha Gujarati. Promotions At Shri Mahila Griha Udyog Lijjat Papad. The same system is followed for other products. based upon a decision in the similar case. which does not include detergent in the PCPI list of .Sources Of Capital Shri Mahila Griha Udyog Lijjat Papad secures its funding only through Banks. Their main bank is Bank Of India. Thus. followed by Bank of Baroda and Dena Bank. Therefore at the end of the year. Shri Mahila Griha Udyog Lijjat Papad is contending that. Lijjat pays the interest to bank at this rate. they receive a subsidy on this interest paid. is not a ‘Dealer’ within the meaning of Sales Tax Act and not liable to be assessed under the Bombay Sales Tax Act. Working Capital Management and Tax Benefits The working capital for PCPI (Processed Cereals and Pulses Industries) amounts to Rs. 2002. it being a charitable Institution. Recently the Government has passed a new provision. Furthermore. after procuring the necessary certificates from KVIC. in actuality Lijjat pays interest at the rate of 4%. 80 lakhs. Shri Mahila Griha Udyog Lijjat Papad was granted exemption from the State of Maharashtra from the sales tax on sale of detergent products up to the financial year 1994-95. As per the notification issued by the State of Maharastra sale of Papad by Shri Mahila Griha Udyog Lijjat Papad is exempt from the levy of sales tax for the period upto 31st March. 790 Lakhs. Since Lijjat is registered under the KVIC Act. The bank interest charges are generally at 16%. 12% of the interest paid is reimbursed to Lijjat. While that of Detergent amounts to Rs. Shri Mahila Griha Udyog Lijjat Papad has made an application for getting appropriate exemptions under Sales Tax Act under the subsequent years. this endeavor was shot lived and they stopped direct export in 1982. The merchant exporters provide the cartons with the delivery addresses printed on them. Therefore. then inserts are added in the packets with all the details given in that local language. When the papads are exported to countries where languages other than English are used. Shri Mahila Griha Udyog Lijjat Papad started exporting in 1980. Shri Mahila Griha Udyog Lijjat Papad is liable to pay the Sales Tax for their Sasa Detergent Powder. They export to: ♣ United Kingdom ♣ United States of America ♣ Middle East ♣ Th a ila n d ♣ Other European Countries . Negotiation is currently being carried out with the government to exempt this product from Sales Tax as well. All export sales are made on advance payment basis. At that time they. directly exported the products themselves.products. The papads are packed in these and returned to the merchant exporters. However. as they do not have the required skilled manpower. Today they export through Merchant Exporters. Exports Their exports alone account for Rs 10 crore (Rs 100 million). 2) The rolled papads need to be dried for a certain number of hours. This now has to be indoors. Negotiation is currently being carried out with the government to exempt this product from Sales Tax as well. with kerosene lamps where the bhaginis can come and dry their papads.Problems 1) Previously Detergent. Shri Mahila Griha Udyog Lijjat Papad is liable to pay the Sales Tax for their Sasa Detergent Powder. The ‘bhaginis’ stay in small houses and space is a constraint hence fewer papads are produced during the monsoon season. The solution adopted by Lijjat is to provide extra money to the bhaginis during monsoons to purchase kerosene lamps to enable faster drying of papads. which does not include detergent in the PCPI (Processed Cereals and Pulses Industries) list of products. This entire process is done in the ‘bhagini’s’ homes. This will lead to higher production which can be exported. Our suggestion is to hire an additional space during monsoon in a central position near the depots. 3) Another problem expressed by them is competition in sales of their detergents (Sasa) from established . This is the reason that Lijjat does not export in monsoons. along with all the other products of Lijjat was exempt from sales tax. Recently the Government has passed a new provision. Therefore in the monsoon when it rains it is difficult to dry the papads outdoor. Therefore. a researcher and leading supplier of medicinal plants. 4) Lijjat currently exports through merchant exporters and does not involve itself in direct exporting.2% of their total turnover equal to Rs. which will create greater awareness about their detergents and increase sales. MS degrees. as compared to the advertising executed by their competitors. Conclusion- Can the formula work again with another product and in another region? Says Dr Suresh Kumar Agarwal. currently they don’t use direct selling to sell their products. ``Ninety per cent of health problems do not require a visit . 60 lakhs on promotions. They rely mainly on word of mouth which has been successful for their papads but has not worked so well for their other products like detergents. Also. Lijjat spends only 0.brands like Nirma. who has also experimented with the running of a co-operative hospital for five years. We feel they can save on the margin that the merchant exporters make. by appointing their own distributors in the main countries and this will enable them to reduce cost and increase profit margin. As stated earlier. a Ranchi-based doctor with MBBS. They need to increase their investment in advertising through electronic media and print media. We feel they should adopt direct selling as it involves low cost and it will definitely widen their reach and create more awareness about their products. a herbal medicine practitioner. We feel one of the reasons for this problem is lack of advertising. to a doctor or the consumption of allopathic pills. It makes almost equal money for all its people and makes just enough money. In many parts of Maharashtra and Gujarat. No one would become a millionaire by setting up another Lijjat. detergent powder and cake. the women come in to work at around seven in the morning and make chapatis as they are . tiffin boxes and matchsticks. Grounded spices. but can be prevented. black pepper powder. But the fact that there is no money to be made from it has resulted in the poor growth rate of home-grown medicine systems. small or big. locally manufactured and marketed eatables are catching on. wheat filthier are on Lijjat’s menu but papad with a sales figure of Rs 288 crore remains at the top. the essential message that Lijjat’s success conveys has definitely fired the imagination of women and rural folks. checked and treated with locally available medicinal plants in the house itself by informed family members or local vaids for no money. bakery products. But most promising among them is the chapati division with six branches in Mumbai. Here. There is hardly any NGO or voluntary organization nowadays which does not try to create employment and funds. leather bags. Lijjat itself has been trying to rewrite its own success with another product with varying degree of success. As a business house. khakhra. If this aspect of Lijjat’s operations is not very good news for machine and money-driven corporates owned by tycoons. Among similar ventures which came a cropper are incense sticks.” The same is true about the Lijjat experiment. vadi. along Lijjat’s line. are available at retail shops in Mumbai. A Success Story of Lijjat Papad Download this Document for FreePrintMobileCollectionsReport Document Report this document? Please tell us reason(s) for reporting this document Spam or junk Porn adult content Hateful or offensive If you are the copyright owner of this document and want to report it. Next time there is Lijjat pappad on the table.prepared in homes. office canteens. These centers also procure orders from hotels. you sure can see a Chandralekha or Suja's dimpled fingers deftly roll out the crisp pappad. ftheir for Rs five. Packed Lijjat chapati. There are good prospects for women forming small groups and catering to the local demand for homemade chapatti or similar products. “As the pace of life increases. It is made with love and care. just like from their mama's kitchen. etc. a leading social worker engaged in tribal welfare activities in the Gumla district of Jharkhand. please .” says Ashok Bhagat. little time is available to most people in metros like Mumbai to cook their own food. and the clientele in Mumbai includes some big names from the hotel and catering industry. Info and Rating Reads: 1. Report Cancel This is a private document. p. .follow these directions to submit a copyright infringement notice.848 Uploaded: 04/14/2010 Category: Uncategorized. Rated: Copyright: Attribution Non-commercial Attribution_noncommercial Complete information Follow sandeepdhuli02 Share & Embed Related Documents PreviousNext 1. p. p. p. 2. p. p. p. p. p. 5. p.p. 3. 6. 7. 4. p. p. p. . p. p. 8. p. p. p. p. p. p. 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Copy Old embed code ? Copy Close * We have emailed the verification/download link to "". Success message. To request the link at a different email address. Close Validation messages. * Loading… . Fail message. Login to your email and click the link to download the file directly. A PROJECT REPORT ON BRAND AWARENESS OF LIJJAT PAPAD FOR SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD IN PARTIAL FULFILLMENT OF MASTERS IN .Document Transcript 1.Close * Favorited! You could add some tags too Have an opinion? Make a quick comment as well. Cancel * Edit your favorites Cancel × 0 comments Embed Video Subscribe to comments Post Comment Edit your comment Cancel Speaker Notes on slide 1 2 Favorites * dhwanil88dhwanil88 1 month ago * SagarChudasamaSagar Chudasama 4 months ago more Project on brand awareness of lijjat papad . The main strength of organization is the philosophy they follow.48 1 2. 3) The concept of Devotion. PUNE . by thewomen. I am always thankful to my family members who always gave me moralsupport & advice.) UNIVERSITY OF PUNE BY MADHUVANTI DESHPANDE M. 2) There must be maintenance of LIJJAT quality at any cost. cooperation. sir Dr. In Sindhi community Papad &Pani is served as 1st welcome food. The raw material used is Udad dal & Moong dal. (2005 2007) GUIDED BY MR. & encouragement. my friends.SHRI MAHILA GRIHA UDYOG LIJJAT PAPAD For the women. They neither have lotof money nor they have influential people. marriages. ABOUT PROJECT TITLE:Lijjat Papad is quite popular & well established . (senior head mktg) for providingme necessary information & proper approach towards my study & project work. Ithank him for all the guidance & cooperation he gave. Headings Page no.Besides basic principles of Self-reliance. Many people consume it daily while manyenjoy various occasions like parties. INTRODUCTIONPapad is very familiar product to all of us.Papad has health values. Yuvraj Lahoti sir. especially all respondents of my survey. It ranks equal withpickles & other dishes. ACKNOWLEDGEMENTI take the occasion to thank Lijjat Papad for giving me opportunity to work on thisproject.A. 1 Introduction 1-3 2 Executive Summary 4-5 3 Scope & Objective Of Project 6-8 4 Company Profile 9-15 5 Product Profile 16-18 6 Research Methodology 19-22 7 Data Analysis & Interpretation 23-35 8 Findings & Conclusion 36-37 9 Suggestions 38-39 10 Limitations 40-41 11 Annexure 42-44 12 Bibliography 45-46 3 4. Papad can be fried or roasted or it can also get in dals. In fact it is growing.A.Madhuvanti Deshpande. It isrunning very well inspite of no one is running it.BUSINESS ADMINISTRTATION (M. INTRODUCTION 4 5.Papad has unique importance in India hospitality.Sharad Joshi for his guidance. TABLE OF CONTENTSSr no. festivals. YUVRAJ LAHOTI (VIM)VISHWAKARMA INSTITUTE OF MANAGEMENT.B. which helped me to increase my practical knowledge & got experience tointeract with customers. I would also like to thank Director. but still organization survived. Coownership. Jayant Pradhan sir. 2) The concept of Family. Validity of Lijjat Papad is 3 months. 3) There must be clean & time bound accounting system.B. for hisguidance.Papad acts in supportive or supplementary role in regular food. I would like to thank my project guide Prof. both arealkanes so they reduce acidity. I am also grateful to Mr. 2 3. 5 6. JAYANT PRADHAN (LIJJAT PAPAD) PROF. The concepts itfollow are 1) The concept of Business.the organization also follows 3 golden rules as 1) All the rights of the organization must belong to members only. & Faith in Dignity of labor. 7) To find most effective medium of publicity. on the basis of analysis of data. 4) Word associated with brand a) Honest b) Reliable c) Upper class d) Daring 5) To find major competitors. biased reply. To find out this information. It started in1959 by 7 ladies. customer s suggestions & innovations people want.a) Emotional factors Security Social approval Self respect Joyous/ Cheerful 10 11. suggestions were given. customers busy. loyalty & their feel aboutthe brand.The survey gave knowledge about customer s satisfaction. area limitationetc. It has scope toimprove in sales & increase market share. On the basis of findings & conclusions. Surveywas conducted using questionnaire. 8 9.brand from long time. primary data was filtered & analysed. &expect from the brand should be exactly known. Lijjt ismajor player in papad industry. 6 7. conclusions were drawn. 6) Cases of defective papad & feedback of customers. I studied . a) Product quality b) Product varieties c) Customer loyalty d) Unique factors of the brand e) Company image 2) To analyse & evaluate satisfaction of customers towards. So it is very necessary to know what customers think. It s other competitors are Bikaneri Saral Pravin Bedekar Lijjt has scope to increase it s market share as it is holding only 60%. the brand has to improve itself in many aspects. time constraint as the project has time limit of 2 months. OBJECTIVE & SCOPEOBJECTIVES:Lijjat is major player in organized market of papad industry. EXECUTIVE SUMMARY 7 8. EXECUTIVE SUMMARYMy project work was to find out the brand awareness of Lijjat Papad in currentscenario. Various areas in city were selected. SCOPE: There are very large no of customers of Lijjat Papad spread over various areas.heavy rains. My project work was to find out what people thinkabout the brand after lot many years served by Lijjat Papad. & want in this brand now. Lijjat is major player in organized market holding 60% share. The information about various attributes &factors was collected. For this. There many limitations of this project like. This was an attempt toknow current brand image. feel. was myproject. At present it has 64 branches & 40 divisions all over India. The objectives are listed as below. Secondary data was also used in report such as companyprofile. For this what customers feel. It is holding 60% marketshare. All the data collected.a) Taste b) Availability c) Quality d) Packaging 3) To find out drivers for purchase of Lijjat Papad. OBJECTIVE & SCOPE OF PROJECT 9 10. think. Market in Pune city was targeted. The survey gave an insight into organized market of Papad & competitorsof Lijjat Papad. 1) To find out brand awareness of Lijjat Papad on following parameters. product profile etc. represented in theform of graphs & charts. President. Hongkong. At present it has 63Branches & 40 Divisions and gives self-employment to about 40.President. Australia and otherCountries. Theyhave a Central Managing Committee.Any women who can render physical work in this Institution without distinction ofcaste. It wasstarted in 1959 with 7 lady members with a borrowed sum of Rs.Mostly house wifes were the respondents.m. bunglows. Singapore. I surveyed 60 customers.All the branches are autonomous units for the purpose of profitability and the profit orloss as the case may be of such unit is borne by the owner sister members of thatbranch by increasing or decreasing their rolling charges accordingly. MiddleEast Countries. Holland. 11 12. Thailand. Locations Prabhat road Sahakar nagar Bibvewadi Kothrud Gultekdi The customers from various apartments. Masala. 2 (Two)Secretaries and 2 (Two) Treasurers. which consist of 21 members out of. Vice .Detergent Powder & Cakes. 300 Crores which includes Rs.On 6th September 2003 our Institution has received the Economic Times Award of"Businesswomen of the Year 2001-02 for Corporate Excellence".000 sister membersall over India with Sales turnover of Rs.at Girgaum inMumbai.The Institution has received an award from Khadi & Village Industries Commissionas a "Best Village Industry" for the period 1998-1999 to 2000-2001.30 a. Wadi.The turning point of our Institution was in 1966 when it was registered under theBombay Public Trust Act 1950 and also registered under Societies Registration Act. row houses were interviewed. COMPANY PROFILE 12 13. Besides Lijjat Papad the Institution has other products like Khakhra.In January 2003 they received the award for Best Village Industries at the hands ofHonble Prime Minister Shri Atal Behari Vajpayee at New Delhi. 4. 13 14.market in Pune city & conducted survey in some areas. USA. 80/. The credit forrapid progress goes to the constant vigilance on the part of sister membersmaintaining the quality of Lijjat Papad with their hard work.Lijjat was .Exports are made through Merchant Exporters to countries like UK. by the women and for the women. Bakery Products & Chapaties. 12 Crores ofExports.e.1860 and got recognition from Khadi & Village Industries Commission as a villageindustry. COMPANY PROFILE Shri Mahila Griha Udyog Lijjat Papad (Recognised by Khadi & Village Industries Commission)It is a womens organisation of the women. Lijjat have minibus which picks the members from the closest point of residence to the branch andback home.The objective of the Institution is to provide employment to the ladies to enable themto earn decent and dignified livelihood. which wehave 6 (Six) elected Office Bearers i.e.Every branch is headed by a Sanchalika to see the production of the branch. Papadproduction work starts at early hours in the morning i. creed and colour and agrees to abide by the objective of the Institution canbecome a member of the Institution from the date on which she starts working. 1. Naik .Bearers President1. Belnekar . Lijjat has provided them the right platform to improve their statusin society ORGANISATION . the member sistersdonate collectively for good causes from time to time according to their capacity. The institution has adopted the concept of business from the very beginning. Smt. 2. Smt.1999 to 2000 2001 15 16. donation. Priyanka G. accept anycharity. Redkar . In this institution work is worship. Smt.Treasurer ORGANISATION Diversification 17 18. The Economic Times Award given to the Institution for CorporateExcellence "Business Woman Of the Year" on 6th September 20023. concern and trust. Gangavati H.featured in various T. Naik.For the member sisters. All affairs ofthe institution are dealt in a manner similar to that of a family carrying out its owndaily household chores. gift or grant from any quarter.Secretary4. It has never and nor will it in the future.Core ValueShri Mahila Griha Udyog Lijjat Papad is synthesis of three different concepts.Treasurer6.But the most important concept adopted by the institution is the concept of devotion. namely(1) The concept of Business(2) The concept of family(3) The concept of DevotionAll these concept are completely and uniformly followed in this institution. over the years. Besides its .V.The institution is open for everybody who has faith in its basis concepts MILE STONES OF THE INSTITUTIONThe Institution has received many Awards over the years but the few toremember. the institution is never merely aplace to earn ones livelihood . 14 15. All itsdealings are carried out on a sound and pragmatic footing Production of qualitygoods and at reasonable prices. Kamal D.Besides the concept of business. Channels. Smt.It is a place of worship to devote ones energy not forhis or her own benefits but for the benefit of all. has paved the way for women to become self-reliantand self-confident. At the National Convention on "Rural Industrialisation". Recevied Award from Khadi & Village Industries Commission as Best Village Industries Institution for the period 1998 . the institution along with all its member sisters haveadopted the concept of mutual family affection. Naik . Smt. Jyoti J. which include BBC World in theprogramme "Business Bizarre". employees and well wishers. Dhandore . On the contrary.President2. a peculiar Lijjat way of thinking has developed therein. ORGANISATION ManagementSix Office . Sunanda R.Secretary5. As aresult of this synthesis. Jyoti J. held by Khadi &Village Industries Commission along with Ministry of Agro and Rural Industries atNew Delhi on 14th March 2003. Kshama M. Sutar . Smt. Shri Mahila Griha Udyog has diversified its various activities. President of the Institutionrecevied the "Best Village Industry Institution" award from Honble PrimeMinister Shri Atal Bihari Vajpayee 16 17.Vice-President3. Smt.The Institution. 00 108.00 24.Small 264.00 33.00 12.00 13.00 55. Daily chores start inearly morning around 4:30 am or even earlier depending upon the work load.00 108.e herbs & powdered spices are then added in the flour.00 24.00 13.00 300. MANUFACTURING PROCESSThe manufacturing process in Lijjat is a continuous process. For the 1st stage properlycleaned empty cans or tins are kept ready & in each tin 11 kg flour is poured. Chillies.00 264.00 26.00size200gmssmall 24.00 30.00 30. Coriander and ready mix masala and like Garam Masala.00 264.00/ Bigsize 1kg.00size250gmsSmall 55. 18 19. mainly in the bright sunlight.5kg.00 26. Pav Bhaji Masala.00 13.00 300.00/ Bigsize500gmsSmall 108.PRICE LIST OF DIFFERENT VARIETIES Udad Udad Udad Moong Udad Moong Punjabi with with with (50% Special Special(50% MasalaItems Pepper Garlic Red Udad & Udad & 50% Special & Chillies 50% Moong) Chillies Moong)Small 12.00 30. Largetubes of water containing necessary .They go back to their home & roll out the papad. Borivali. The sisters have standardized the entire process.00 62. Thesisters receive their rolling charges as soon as they deliver papad.00 24. The entire process is verysimple & carried out manually without using any complicated machine.00/ BigSize2. open space.00 26.00 24. Tea Masala. In the 2nd stage the papad rolling sisters srrive from their home to productioncenters to take the pounded dough.00 62. A Printing Division also at the same place.00 26.00 12.00 122.00 33. The papad packets are then sent for marketing. Mulund & Kandivali (Hanuman Nagar) A Polypropylene setup at Kashi-Mira Road.00 12.00 55.00 264. 20 21.00size200gmsBig 30.00 122. Punjabi Chole Masala etc. A Masala Division at Cottongreen (alongwith a Quality Control Laboratory) at the same place where different kinds of spice powders like Turmeric.airy. are prepared and packed in consumer packs. The rolled papad are dried in clean.00 26. A Vadi producing factory at Valod.00 122. A Detergent Powder and Cakes manufacturing unit at Dahisar and Office at Borivali (Mumbai).00 24.worldfamous papads it also currently has A Flour Division at Vashi (Mumbai) where flour is milled from Udad Dal and Moong Dal.00 55.00 33. PRODUCT PROFILE 19 20.00Size100gmsmini 24.00 24. Fixedquantity of masala i.00 26.00 300. The dried papad are usually deliveredback to the production center next day when the sisters come to take fresh dough.00 62.00 108. A Bakery Division at Valod. In the 1st stage flour is kneaded into the dough & is pounded in big chunks. They can take as much as may be desired by them. LIJJAT PAPAD:. Lijjat Advertising Division at Bandra (Mumbai) A Khakhra Division at Buhari (Dist-Valod) Chapati Divisions at Wadala.The chunks of pounded dough are sent for distribution among the rolling sisters. In the 3rd stage papad received from sisters are checked for their quality &packed. In order to save time & expedite the work. Word association: Respondents mention the which comes to their mind when the hear the . They are especially useful in exploratory research where researcher is looking for insight into how people think rather than how many people think in a certain way. b) Secondary data: It is that data which is already assembled & need not to be collected. Unstructured questions: Respondents can answer in unlimited no. b) Open ended: These type questions allow respondents to answer in their own words & often reveal about how people think. Customer s actual experience of the brand. 1 kg of pounded dough should yield 820 gm of dried papad as nearly 120 gmcan get evaporated during the process of rolling & drying of papad. Multiple choice questions: These are the questions with more than 3 or more answers. The survey was conducted with the use of questionnaire. Rating scale: It is a scale that rates some attribute from poor to excellent.proportion of salt & soda-bi-carb are alsoprepared & kept ready. When desired quantity of water & masala are added in each batch of 11 kg dryflour & the flour is kneaded in dough.of ways. Various steps &techniques adopted for research are studied in research mrthodology.DATA COLLECYTION METHOD-For this project. Current market share of Lijjat Papad. It doesnot require much skill. Customer s expectations & suggestions.a) Primary data: It is that data which is collected for the 1st time. RESEARCH METHODOLOGYINTRODUCTION-Research methodology is a way to systematically solve the research problem. Further sub-types used are 1. The secondary data was Company profile Product profile It was collected from internet. the weight of the dough go up to 17 kg. a) Closed ended: These are the questions that specify all the possible answers that are easy to tabulate & interpret. The sub-types used are. this part of theprocess is usually carried out on the previous day so that the flour kneading work canimmediately startin the early morning. Major competitors.DATA TO BE COLLECTED. 3. RESEARCH METHODOLOGY 22 23. Primary data I collected was. 2. 23 24.Customer s view about various attributes of brand. It mayunderstood as science of studying how research is done scientifically. it isvery easy to find out the whether the dough is properly kneaded & pounded. the primary data which needed to collect for the 1st time was gatheredthrough survey technique which most effective & popular technique for datacollection. This is how the papad rolling sisterwho take 1 kg of dough must have to deliver back at least 800 gm of dried papad. 2. RESEARCH INSTRUMENT-Questionnaire consists of following types of questions. 21 22. company booklets & reports. Dichotomous questions: These are the questions with only 2 possible answers.1. However theyhave fixed lower norm of 810 gm of as standard yield & in addition to that a furtherloss of 10 gm is considered as acceptable loss. ORGANISED MKT OF PAPAD Comp name % Share Lijjat 60 Bikaneri 17 Jain 9 Bedekar 7 Pravin 5 Saral 2 Organised Market of Papad 5% 2% Lijjat 7% 9% Bikaneri Jain Bedekar 17% 60% Pravin Saral Lijjat Papad is holding 60% share of organized market. The areas selected were. 2. 29 30.brand name. 24 25. It was filtered & only relative data is introduced in the report which helped in achieving objective of the project. ASSESING ORGANISED MARKET OF PAPAD.The next major player is Bikaneri Papad .Prabhat road Kothrud Gultkdi Bibvewadi Sahkar nagar DATA EVALUATION: All the data collected was not accepted as it was collected. DATA ANALYSIS & INTERPRETATION 1. As it was impossible to approach all respondents of city. SAMPLING:Sample is small group of 60 consumers is taken under consideration from totalcustomer population. PAPAD INDUSTRY SCENARIO IN INDIA(ORGANISED & UN.ORGANISED MKT) Sectors % Share Home made 31 Local Brands 9 Organised mkt 60 Papad Industry Scenario 31% Home made Local Brands 60% Organised mkt 9%Organized market is holding major share of 60% in papad industry. This small group represents the total population. 4. FINDING OUT CUSTOMER LOYALTY OF LIJJAT PAPAD CUSTOMER LOYALTY Years of product % Population usage 10 1 to 5 25 6 to 10 20 11 to 15 35 16 to 20 3 21 to 25 7 26 to 30 Customer Loyalty Chart 7% 10% 3% 1 to 5 6 to 10 25% 11 to 15 35% 16 to 20 21 to 25 26 to 30 20%Majority of the customers are from 16 to 20 years product usage group. 25 26.The weakest player is Saral Papad . holding 17% of organizedmarket.but for convenience they are called as Local Brands.Local brands actually are that products which are not branded but marketed.Only 10% is from 1 to 5 years product usage group. & Local Brands 9%. 28 29. 27 28.That means customers are much loyal to the brand for considerably highduration of 16 to 20 years. FINDING OUT UNIQUENESS OF THE BRAND IN CUSTOMER S MIND. 3. The next factor is variety.ORGANISED MRKTS PAPAD INDUSTRY SCENARIO (ORGANISED. DATA ANALYSIS &INTERPRETATION 26 27. UNIQUENESS OF THE BRAND Factors % Weightage Taste 72 Quality 12 Variety 16 Uniqueness Of The Brand 16% 12% Taste Quality Variety 72% Majority of the customers feel the Taste as most unique factor.a sample was selected which represent whole city. UN. so new customers ofbrand are comparatively less.Total un-organized market is holding 40% share. contributed by Home Made31%.Most of the customers are old customers enjoying the brand for more than 10years. Customers feel more satisfied because there are . In the project Istudied market in Pune city. FINDING OUT MOST POPULAR MEDIUM OF PUBLICITY OF LIJJAT PAPAD .considerable varieties of Lijjat Papad which are consumed according to the occasions. 35 36. 6. i. b) Availability Ranking % Weightage 1-Very Good 69 2-Good 27 3-Bad 2 4-Very Bad 2 Rankings Given To Availability 80% Weightage 60 40 69 20 27 2 2 0 1-Very 2-Good 3-Bad 4-Very Bad Good Ranks Majority of the customers. 32 33. 18% customers gave Bad ranking to the packaging. like they trust that all the ingredients used arepure & are of good quality. . They suggested to improve in packaging as it becomes somewhat sticky. WORDS DESCRIBING THE BRAND WELL. 29% gave Very Good ranking. 30 31. 23% customers gave Very Good ranking. 64%. 34 35. 7. gave Very Good ranking to availability. CUSTOMER S FEEL ABOUT THE BRAND Feelings Customer % Joyous/Cheerful 29 Social Approval 14 Self Respect 11 Security 46 Feelings About The Brand 29% Joyous/Cheerful 46% Social Approval Self Respect Security 14% 11%Most of the people buy the brand because they feel that healthwise Security for the product. RANKING OF DIFFERENT ATTRIBUTES OF LIJJAT PAPAD . 33 34. Bad & Very Bad rankings are given by very few customers. it has got lower weightage. of people know about organization. Words % Customers Honest 37 Upper Class 20 Daring 4 Reliable 39 Words Describing The Brand Well 39% 37% Honest Upper Class Daring Reliable 4% 20% Reliable (39%) & Honest (37%) are the best words to describe the brand. but when compared with taste & variety. as there are very less innovationsintroduced to the brand.14% buy it as Socially Approved product.11% customers feel self respect for buying good quality product inaffordable price. c) Company Image Ranking % Weightage 1-Very Good 29 2-Good 64 3Bad 7 4-Very Bad 0 Rankings Given To Company Image 70 64 60 50% Wt 40 29 30 % Weightage 20 7 10 0 0 1-Very 2-Good 3-Bad 4-Very Good Bad Ranks Most of the customers. have Good image of the company in their minds. 31 32. availability of Lijjat Papad is best. & only 7% gave Very Bad ranking. think that it is Daring . People are quite trusted towards quality of Lijjat Papad. It is by the women & for the women . Very few customers gave Bad ranking.29% people feel Joyous to eat various varieties of Lijjat Papad onvarious occasions. a) Packaging Ranking % Weightage 1-Very Good 23 2-Good 52 3-Bad 18 4-Very Bad 7 Rankings Given To Packaging 60 52 % Weig h tage 50 40 30 23 18 20 7 10 0 1-Very 2-Good 3-Bad 4-Very Bad Good Ranks Most of the customers feel that packaging is Good .Very few. Considerable no.e 2% each. 69%. They have image of productthat people from good society buy this product. 8. 27% said it is Good So in all. only 4%.20% people think that it is Upper Class brand. 5. 22The vast increase in sales was due to better managed distribution networks& depot system evolved in many parts of the country.22 270 260 2002 2003 2004 2005 YearSales all over India is following somewhat zig-zag pattern. especially due to it s taste. 2006.43 17. in all concluded that people arequite satisfied with the brand. People respect this brand as reliable & honest brand & feel joyous eating lijjat papad. 9.25 2004 278. FINDINGS & CONCLUSION 39 40. 37 38.The is quite high in 2005-2006. Some customers have complained about packaging & prices wherecompany has to improve. income levels have increased & most of the womendon t get time to roll papad at home. So Lijjat Papad as major player in organizedmarket has even better opportunities in future. The main aim was to know the factors & attributes of brand which customerlook when he goes to buy Papad. Year Sales In Crores 2002 279.22 2005 311 Sales All Over India 320 Sales In Crores 310 311 300 290 287. I would like to conclude my project work on Brand Awareness Of Lijjat Papad . The organized market of papad industry is growing.48 2003 287.26 20 20.26 Sales In Pune 30 Sales In Cro res 25 25. The least popularity is of Peer Group . 2%.24 16. From the survey. that it become somewhat sticky many times.After that in 2004.7 2003 16.48 15 10 5 0 2002 2003 2004 2005 2006 YearSales of Lijjat Papad are increasing as per this 5 year s data.7 16.Sales in 2005 have jumped to 311 crores from 278. CONCLUSIONAs a summer trainee in Lijjat Papad . 38 39.Media % Customers Advertisement 50 Retailer 26 Relatives 22 Peer Group 2 Most Popular Medium Of Publicity 2% 22% Advertisement 50% Retailer Relatives 26% Peer Group The most popular medium of publicity is Advertisement . Year Sales In Crores 2002 16. FINDINGS Many people who come across defective papad do not complaint to company.48 278.25 280 279. SALES ALL OVER INDIA.It somewhat dropped in 2003. they just ignore it. People are much satisfied about the taste of papad which is the main reason for their purchase. 36 37. & are well aware of various attributes of the brand. 40 . But in all it can be concluded that most of the customers aresatisfied about the brand. it is ever increasing. because more & morewomen are getting employed.43 2004 17.24 2006 25. It was realy very interesting interacting withcustomers & have an insight into brand image in their minds. 2005. Many customers complained about packaging. Lijjat papad has developed loyal customers & good environment in organization. SALE OF LIJJAT PAPAD IN PUNE. 1 variety should made such that it should more thicker & larger in size so as to make masala papad. 10. Retailers & Relatives are near about contributing same. Some customers said that . 26% % 22% respectively.48 2005 20. There were biasedreplies also. Ganesh b) Bikaner d. REFERENCES 48 . Good 3. LIMITATIONSAREA LIMITATION:The study was limited to Pune city only.Some consumers perceive that price of Lijjat Papad is somewhat high so ifpossible company should think on it s price positioning in market by revisingprices. 5) What do you feel when you buy Lijjat Papad?a) Security c) Social approvalb) Self respect d) Joyous/cheerful5) Does Lijjat Papad completely satisfy your requirements?a) Yes a) No If not. LIMITATIONS 43 44. There are always some respondents who refuse to give information.4) Rank the brand according to following factors.OTHER REASONSThere were heavy rains during the period of survey. SUGGESTIONS 41 42. The project has to be completed within 2months.1. Hence findings may differ from other partsof India where I have not visited. Any other. Very badTastePackagingQualityComp. QUESTIONNAIRE FOR TESTING BRAND AWARENESS OF LIJJAT PAPADName:Age:Address: 1) which brand of papad do you use? a) Lijjat c. 42 43. So there was many times problemin conducting survey & transportation. which requirements?6) How well do the following words describe the brand?a) Honest c) Upper classb) Daring d) Reliable7) Do the people you admire & respect use this brand?a) Yes a) No8) Are you aware of all the varieties of Lijjat Papad?a) Yes a) No9) Which are the other brands you have purchased in last few months?a) Yes a) NoIf yes.Try to bring more innovations like more varieties.BUSY RESPONDENTMany times respondents were so busy that they didn t give reply. sizes & their differentcombinations. why?a) Change in packaging c) Non-availabilityb) Price increase d) Innovation10) Through which medium you came to know about Lijjat Papad ? a) Advertisement c) Relativesb) Retailer d) Peer group 47 48.Time to time market survey should be conducted. Bad 4. Very good 2. imageAvailability 46 47. ANNEXURE 45 46.NON-RESPONSE ERROR:It is almost impossible to obtain data from each & every respondent covered insample. SUGGESTIONSForecast market trends & try to adjust supply accordingly so as increasemarket share & take advantage of established brand image.41. 44 45.2) From how long you are using this brand? 3) what are the factors according to you makes purchasing of Lijjat Papad a unique experience? a) Taste c) Quality b) Variety d) Any other.TIME CONSTRAINTThere was time constraint to this project.Company should improve it s packaging. 1466 views.49.com. 2 favs. This document was created with Win2PDF available at http://www.The unregistered version of Win2PDF is for evaluation or non-commercial use only.com 49 50.WEBSITE o www.. 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