For those born in the 1990s, the era was marked by limited access to television. In many households, black-and-white TVs were the norm. Among the various advertisements that aired during films and serials, one stood out: the catchy jingle of Lijjat Papad, 'Karrram Kurrram-Kurrram Karrram'. Lijjat Papad is a household name, known by nearly everyone in the country.
A Flavorful Journey Amid Economic Liberalization
During a time of economic liberalization in India, the public began to savor the taste of Lijjat Papad, which quickly became a staple in many homes. What started as a simple papad transformed into a significant brand. Interestingly, 'Lijjat' means 'taste' in Gujarati. This brand has now achieved a remarkable milestone, growing from an initial loan of 80 rupees to a staggering valuation of 800 crores.
The Birth of a Company Through Hard Work
The story began in 1950 when seven women from Gujarat decided to start making papads. Their choice was driven by their expertise in this craft. However, they faced a major hurdle: a lack of funds to kickstart their business. They borrowed 80 rupees from a social worker, Chhaganlal Kamarshi Parekh, which they used to purchase essential items to turn their papad-making into an industry. Thanks to their dedication and skills, the company began to flourish.
Quality Over Everything
On March 15, 1959, the renowned trader Bhuleshwar began selling these papads in a famous market in Mumbai. At that time, the women produced two types of papads: one was affordable, while the other was slightly more expensive. Chhaganlal advised them not to compromise on quality. Heeding his advice, the women focused solely on producing high-quality papads. Lijjat began to expand under a cooperative model, and soon, 25 women were employed. In its first year, the company generated a revenue of 6,196 rupees.
Empowering Thousands of Women
Gradually, through word-of-mouth and articles in newspapers, the brand gained popularity. By the second year, the company employed 300 women. In 1962, the papad was officially named Lijjat, and the organization was titled Shri Mahila Udyog Lijjat Papad. Today, alongside its famous papads, the brand offers a variety of other products. According to a Yahoo report, Lijjat Papad's successful cooperative model has provided employment to approximately 43,000 women.
