THE CRACKLING TASTE OF SUCCESS | Story of India’s First Women Entrepreneur
SEASON 2 | from ZERO to HERO | Stories of Inspiring Indians
Food has always been the hero in favourite topics to be discussed and dissected, at any occasion. One of the most fascinating stories of success from nothing, in the area of food is about the source of a crackling sound heard so often, that is an integral part of any ethnic Indian meal. It is produced by the POPAD or PAAPAD ….a thin Indian wafer, sometimes described as a cracker or firebread.
It may be just another item or a flavour catalyst to be served with the main course of a meal. But it is the most attractive piece that covers (physically too) a major part of the platter. The ubiquitous papad may be just a food trimming for some, but it is a tradition-prescribed and an indispensable accompaniment in a meal for some communities. Hence there are many brands in the market that roll out this wafer-thin delicacy. But one name that has become synonymous with papad is Lijjat.
Whenever one bites into a crunchy papad, images of bangle-ringed hands kneading the dough and rolling wafer thin papads, are conjured in one’s mind. But Lijjat Papad brings to one’s mind the serene picture of the founder, Jaswantiben Jamnadas Popat, who brought the papad making activity out of its domestic confines for the first time. She added the much-needed ‘ingredient’ called commerce to it and lifted it to a multimillion-dollar industry.
She is one of the founders of Shri Mahila Griha Udyog Lijjat Papad, a women’s worker cooperative involved in the manufacturing of various fast-moving consumer goods. This story is one of grit and determination.
The remarkable story of Jaswantiben Jamnadas Popat, the founder of Lijjat papad will inspire many entrepreneurs. At a time when no one talked about enterprise, Popat and her team of women not only created a brilliant business and a brand, but they also created employment for women. 91-year-old Jaswantiben Jamnadas Popat has been awarded the Padma Shri Award by the country in 2023. SheThePeople met her at her home in Mumbai for her story of growth from a small business to a big scale. Their inputs have been useful in many of the notings in the blog.
When Jaswantiben Jamnadas Popat and seven other neighbourhood women started making papads in 1956, they did not have the slightest idea that their company would grow into a multimillion-dollar industry, decades later. Popat’s capital investment was just Rs 80 borrowed from a social-worker. Lijjat Papads became a household name. Not just that; when people went to the market and asked for papads, they would say Lijjat Papad no matter which brand.
Jaswanti ben’s rollercoaster journey started on 15th March, 1959. She and her friends, Parvatiben Ramdas Thodani, Ujamben Narandas Kundalia, Banuben. N.Tanna, Laguben Amritlal Gokani, Jayaben V. Vithalani and Chutadben Amish Gawadem informally gathered on a terrace in Girgaum in Maharashtra and deliberated on a project that she proposed. Agreeing on a common course of action and investing Rs.80, borrowed from a social worker, Chhanganlal Karamshi Parekh, the women started making and selling papads. Gradually, seven became hundreds and currently, thousands of women are working in this huge industry. Along this successful journey, Popat trained and supported many women under her to achieve financial independence.
Making and selling papads was just a desperate step to contribute to the family income for Popat. All the women including Popat used to make the papads on their house terrace. They had sold only four packets of papad to a businessman initially. But the demand increased and they started supplying on large scale to various parts of the country later. Popat transformed a small home business into a large cottage industry over the years. Today, Lijjat Papads has over 60 branches and employs around 42,000 women. Currently, the papad is sold all over the country as well as exported to other countries including England, the USA, Singapore, Thailand, and the Netherlands. Not just papads, Lijjat also now sells other products like masalas, atta, chapatti,etc.
The Ingredients for Success
Popat did not have any knowledge about running a business when she started. But she gathered up courage and perseverance to make a profit out of her business. Further with hard work, her business grew so much that her papad brand is now a popular household name all over the country. This women-centric business now has a turnover of over Rs 800 crore. But what is more significant is that it employs so many rural women who are illiterate but skilled. Indeed, the eight women who began this enterprise in 1956 have pushed boundaries with the only skill that Gujarati housewives knew the best — cooking!
Popat’s highlight ingredient is nothing but providing employment and empowering women in India. A perfect example of the diligence and talent that women have.
Success through Determination
This industrialist from Maharashtra has been honoured with the Padma Shri for her efforts and hard work in establishing and promoting the women’s workers co-operative. While speaking about receiving the award, Popat told SheThePeople, “The credit of Lijjat Papad goes to every woman working here. This recognition is the fruit of their hard work.” She proudly said that each woman working at Lijjat is considered as the ‘maalik’ (owner) and not as a worker for they contribute equally to its success.
When asked if she ever got tired during her journey, she replied,” Never I have felt like giving up as I was getting good money from the business.” She also added that financial independence is the major motivation for more women to join Lijjat Papad.
‘Lijjat’ means tasty in Gujarati. When the business was set up first, the company was named Shri Mahila Gruha Udyog Lijjat Papad. Later in 1962, it was renamed Lijjat Papad. Out of the initial establishers, Popat is the sole surviving member now. Being one of the world’s oldest co-operatives to support women through employment opportunities, it stands on some core values. From providing quality products at reasonable prices to having a solid distribution network, Lijjat has earned its success through sustainable entrepreneurship and the trust of customers.
Today women are stepping into the trade world in a big way and are contributing largely to the country’s economy and generating employment opportunities. Governments and society are encouraging women entrepreneurship through varied initiatives and schemes. But at the time when Jaswantiben stepped into the male-dominated world of commerce, there was nothing to write home about — neither state support nor the family’s blessings. Neither were they backed by knowledge nor entrepreneurial skills. They had nothing but their hope and courage to invest. With great grit and gumption, Jaswantiben and her women-centric organisation took giant strides and brought employment for a huge number of rural women who maybe lacking education, but not skills. Being the world’s oldest co-operative to support women, it stands on some core values. It provides quality products at reasonable prices and earns the trust of customers.
It doesn’t mechanise the operations to ensure continued employment to its workforce. To date, papads are rolled out with hands by the women. A staunch believer in the principle of self-reliance, the Iron Lady Jaswantiben would not accept any donations or contributions from anyone.
Jaswatiben’s democratic views are reflected in her quote, “Everyone here is a partner and does not work for any other person.” Every employee is a Lijjat Ben (sister) and gets an equal share of the profits. It doesn’t matter how long or short she has been with the group. The profits earned by the group are distributed to all the members by giving them gold coins of 5 grams or 10 grams depending on the amount of profit.
Along this successful journey, Jaswatiben has trained and supported many women and helped them achieve financial independence. When asked if she ever got tired during her journey, she replied, “Never have I felt like giving up as I was getting good money from the business” and affirmed that financial independence is the major motivation for more women to join Lijjat Papad.
The story of Jaswantiben Jamnadas Popat and her Lijjat Papads is one of the inspirational tales of women’s empowerment in India. From being relegated to just housewives who tend to keep the house clean and get food cooked for the family, these women fought a silent war to rise like meteors to add to the coffer and family kitty alongside their expected womanly chores. What they have achieved is no joke!
If one doesn’t subscribe to the theory that ‘honours delayed are honours denied’, one can rejoice the news of Jaswantiben receiving Padma Shri at the age of 91. She was taken in a wheelchair to be felicitated for her distinguished work in the Trade and Industry category.
