LIJJAT PAPAD

1980s

The manic bunnies and karram-kurram jingle remain in the collective consciousness, but the product itself has an inspiring history. Lijjat Papad was created by the Sri Mahila Griha Udyog, which was founded by seven illiterate women who borrowed Rs 80 to start a papad business which grew from a turnover of Rs 6,196 in the first year to Rs 300 crore in the next four decades—the journey involves over 40,000 women now