The Humble Beginnings in Mumbai
In the heart of Mumbai, amidst the bustling lanes and vibrant chawl communities of the 1950s, a remarkable story was quietly unfolding. Just a few years after India’s independence, seven enterprising Gujarati women came together with a simple idea and a lot of hope. They started making papads—those crispy, flavourful Indian snacks loved across households—right from their modest chawl home. Driven by the post-independence spirit of self-reliance and unity, these women pooled together a humble sum of Rs. 80 to purchase basic ingredients and set up their first small-scale operation.
This grassroots initiative was not just about making ends meet; it was about empowering themselves and other women in their neighbourhood. The chawl culture of Mumbai, with its close-knit sense of community and collective ambition, played a crucial role in nurturing this fledgling enterprise. As they rolled out each batch of papads by hand, these women were laying the foundation for what would soon become an iconic symbol of Indian entrepreneurship—one that embodied resilience, dignity of labour, and the power of collaboration at the grassroots level.
2. Cooperative Model: Empowering ‘Sisters’
When we talk about Lijjat Papad, what truly sets it apart is its pioneering cooperative model, a beacon of women’s empowerment in India. Right from its humble beginnings on a Mumbai rooftop in 1959, the brand has been rooted in the Gandhian principle of ‘Sarvodaya’—universal upliftment. Every woman who joins Lijjat is not an employee, but a co-owner and is affectionately called ‘ben’, meaning sister in Gujarati and Hindi. This sense of sisterhood forms the bedrock of the organization.
Self-Reliance at the Core
At Lijjat, self-reliance isn’t just a philosophy—it’s everyday practice. The cooperative does not depend on external grants or donations. Instead, every rupee earned is reinvested into the business and distributed among members. Each ben shares equally in profits and responsibilities, making financial independence a reality for over 45,000 women across India.
Key Features of Lijjat’s Cooperative Model
| Aspect | Description |
|---|---|
| Membership | Open to all women willing to contribute and abide by the values of trust, honesty, and collective responsibility. |
| Profit Sharing | Profits are distributed equally among all sisters based on their contribution. |
| Decision Making | Democratic; each ben has one vote regardless of position or seniority. |
| Sarvodaya Principle | Focus on collective growth—if one grows, all grow together. |
| No Hierarchy | No bosses; all sisters work shoulder-to-shoulder as equals. |
Community Bonding & Cultural Relevance
Lijjat’s model fosters deep community ties. Regular meetings, mutual support systems, and shared festivals celebrate Indian culture while nurturing unity among bens from diverse backgrounds—Marathi, Gujarati, Hindi-speaking and more. This approach not only preserves local traditions but also creates a family-like environment that resonates with Indian values of togetherness.
3. Growth Powered by Indian Households
From the bustling gullies of Mumbai to the farthest corners of India, Lijjat Papad’s extraordinary journey is intimately tied to the trust and warmth found within Indian families. The secret sauce behind Lijjat’s rise wasn’t just its crispy papads—it was a grassroots, word-of-mouth phenomenon powered by generations of homemakers. In a society where recommendations from friends, neighbors, and relatives carry immense weight, Lijjat Papad quickly became more than just a snack; it evolved into a trusted household staple. Women would discuss their favorite flavors over evening chai, mothers would pass packets to their daughters as part of their dowries, and entire communities rallied around supporting the cooperative model that empowered local women.
The Power of Trust in Every Bite
Lijjat’s brand promise was built on uncompromising quality and purity—values deeply respected in Indian homes. Each batch was handmade by “Lijjat Sisters,” women who poured not only ingredients but also pride and integrity into every papad. This authenticity resonated with consumers who prioritized homegrown products made with care, sparking organic growth as satisfied customers spread the word within their social circles and extended families.
Cultural Resonance Across States
India’s diversity is reflected in its food habits, yet Lijjat managed to bridge regional palates with localized flavors while staying rooted in tradition. Whether it was enjoyed alongside dal-chawal in Gujarat or as a crunchy accompaniment in South Indian meals, Lijjat Papad seamlessly integrated itself into daily life across linguistic and cultural lines. The cooperative honored religious sentiments too—offering only vegetarian products and maintaining purity standards that appealed universally.
Family Values: The Heartbeat of Expansion
Lijjat’s story is inseparable from the fabric of Indian family life. By employing thousands of women across states, the cooperative did more than create jobs—it reinforced traditional values of dignity, self-reliance, and collective prosperity. As each packet reached a new household, it carried a piece of this empowering ethos. It wasn’t merely about eating papad; it was about celebrating the spirit of togetherness and community that defines India at its core.
4. Navigating Challenges, Preserving Ethos
From its humble beginnings in a small Mumbai rooftop, Lijjat Papad has become a household name across India. But the journey was never smooth sailing. The cooperative has faced stiff market competition from both local brands and multinational giants, as well as economic fluctuations that have tested their business acumen and community spirit. Yet, Lijjat’s resilience has been nothing short of remarkable.
Market Competition and Economic Shifts
Lijjat’s rise coincided with the growth of India’s packaged food sector. As more brands entered the papad market, offering lower prices or flashy packaging, Lijjat stuck to its roots—emphasizing quality, authenticity, and the unique taste that generations of Indians love. When inflation hit or raw material prices fluctuated, they adapted by refining operational efficiencies rather than compromising on ingredients or their time-tested recipes.
Strategies for Resilience
| Challenge | Lijjat’s Approach | Impact |
|---|---|---|
| Price Wars from Competitors | Maintained product quality and iconic taste; focused on loyal customer base | Retained trust and brand loyalty among Indian households |
| Economic Downturns | Cost optimization without layoffs; mutual support among members | Sustained employment for thousands of women (“ben”) |
| Modernization Pressure | Introduced new varieties while preserving traditional recipes | Catered to evolving consumer preferences without losing authenticity |
| Supply Chain Disruptions | Leveraged cooperative networks for local sourcing and distribution | Ensured consistent supply even during crises (e.g., lockdowns) |
The Unwavering Ethos: Quality, Integrity & Taste
Lijjat’s founders instilled a culture where every “ben” takes personal responsibility for upholding standards. Quality checks remain rigorous—from selecting urad dal to hand-rolling each papad. The cooperative resists shortcuts that could dilute their legacy, knowing that every packet carries the trust of millions. Their commitment to fair trade, transparency, and community welfare ensures that integrity is woven into every aspect of the business.
This steadfast adherence to ethos is what allows Lijjat Papad not just to survive but thrive—transforming challenges into opportunities while remaining a symbol of empowerment and authentic Indian flavor.
5. Icon Status: A Pan-India Brand & Global Reach
Lijjat Papad’s journey from a humble women’s cooperative in Mumbai to an iconic Indian brand is nothing short of inspiring. Today, Lijjat is a household name, recognised and cherished in every corner of India—from bustling metros to the heartlands of rural Bharat. The brand’s signature pink packaging and the unique taste of its papads have become symbols of trust and tradition for generations of Indian families.
Legendary TV Advertisements & Pop Culture Presence
Lijjat’s rise to fame can be credited in part to its memorable TV commercials featuring the beloved talking rabbit mascot. These quirky ads, with their catchy “Lijjat Papad” jingle, became etched in the memories of millions, turning Lijjat into more than just a snack—it became an emotion. For many Indians, the sight or sound of the Lijjat rabbit instantly evokes nostalgia, reminding them of family gatherings and everyday meals enhanced by the crunch of a tasty papad.
Expanding Beyond Borders
Driven by unwavering entrepreneurial spirit, Lijjat has taken its legacy global. Today, Lijjat Papads are exported to over 25 countries including the UK, USA, Middle East, Australia, and parts of Africa. The brand resonates strongly with the Indian diaspora seeking a taste of home and also attracts international food lovers curious about authentic Indian flavours. With each crispy bite, Lijjat carries forward a slice of India’s culinary heritage across continents.
Celebrating Indian Women’s Entrepreneurship
Lijjat’s transformation into an international mega-brand is not just a business success story; it is a celebration of Indian women’s entrepreneurial potential. What started as a small effort among seven women has blossomed into an organisation empowering thousands through economic independence and self-respect. Their success stands as proof that grassroots innovation and collective determination can create global icons while staying rooted in Indian values.
Legacy of Women Entrepreneurship
Lijjat Papad’s journey from a humble Mumbai terrace to a household name across India is not just a business story—it is a beacon for women’s empowerment. Founded by seven Gujarati housewives in 1959, Lijjat Papad has become an enduring symbol of self-employment, dignity, and hope for countless Indian women. Their cooperative model shattered the glass ceiling, showing that collective effort and trust could transform traditional roles and bring economic independence within reach for women from all walks of life.
Over the decades, Lijjat’s legacy has inspired generations of women to dream bigger. With its core principle of “Sarvodaya” (progress for all), the organization put decision-making power into the hands of its members, fostering a sense of ownership and pride. This approach not only uplifted families but also created ripple effects throughout communities—demonstrating that when women are empowered, society as a whole flourishes.
The success of Lijjat Papad has also catalyzed a wave of social enterprises in India. Young entrepreneurs now look up to Lijjat’s cooperative spirit and sustainable business practices as a blueprint for inclusive growth. The brand stands as proof that profit and purpose can go hand-in-hand, and that businesses rooted in Indian values can achieve global recognition while staying true to their ethos.
As we reflect on Lijjat Papad’s ongoing impact, it’s clear that their story is more than just about making papads—it’s about building confidence, resilience, and solidarity among women. Today, every crunchy bite serves as a reminder of what is possible when vision meets courage. Lijjat continues to empower lakhs of sisters (ben) across the nation, nurturing dreams that echo from bustling metros to quiet villages.
The legacy of Lijjat Papad endures as an emblem of hope—reminding us that entrepreneurship is not just about financial gain but about uplifting lives, nurturing communities, and inspiring future leaders who believe in the power of unity. For every aspiring woman entrepreneur in India, Lijjat Papad remains both an inspiration and a guiding light.
