Marketing Idea No. 128 – How to create a great brand through co-operatives

 The success of India’s most popular crispy bread “Lijjat Papad”, is an unusual story to say the least. But its also one that can teach us brand custodians the power of simplicity. With a meager Rs. 80 loan, Shri Mahila Griha Udyog Lijjat Papad co-operative started its business some 40 years ago. Today it’s a household name with annual sales exceeding Rs 301 crore.

All this is done thrugh a simple supply chain, quality product, simple but great distribution and staying true to quality.

This shows that you don’t need complex organizational structure or top notch brand custodians to create a big brand. Every morning women gather together, knead dough, roll the dough into papads, pack them and send them to the mom and pop stores around India. In the process, all these women collect enough money to support themselves.

It shows that there is great potential lying in the power of co-operatives. This indeed is a good example of how low-skilled human resources can create great brands with minimum investment and fuss by harnessing the power of simplicity and authenticity.

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