VIDHISHA KEDIA
Lijjat Papad Packaging Redesign
This is a conceptual packaging project on Lijjat Papad. One day, during my research on the project, I noticed their existing packaging and I was very disappointed. Hence, I decided to redesign the packaging.
OVERVIEW
This is a conceptual packaging project on Lijjat Papad. One day, during my research on the project, I noticed their existing packaging and I was very disappointed. Lijjat being such a famous brand and hence having a good profit margin, have not spent enough money and time on their packaging. The product is exported worldwide, thus should have some packaging standards. Yet the product is exported in its poor packaging.
ROLE AND DURATION
Designer (Individual Project)
4 months
Shri Mahila Griha Udyog Lijjat Papad, popularly known as Lijjat, is an Indian women’s cooperative involved in manufacturing of various fast moving consumer goods. The organisation’s main objective is the empowerment of women by providing them with employment opportunities. Started in the year 1959 with a seed capital of Rs. 80, Lijjat has an annual turnover of around Rs. 6.50 billion (over 100 million USD) in 2010, with Rs. 290 million in exports. It provides employment to around 42,000 people. Lijjat is headquartered in Mumbai and has 81 branches and 27 divisions all over India. The running of the organisation is entrusted to a managing committee of twenty-one members, including the President, the Vice-President, two treasurers. The growth of the Lijjat is often seen in the larger canvas of women and their empowerment.30-35% of papad is exported in places like US, UK, Singapore, Thailand, etc.
PROBLEM
The current packaging is unhygienic and a separate container is required to store the food.
The institution itself carries out the packaging process instead of collaborating with others. These plastic bags are manufactured without any technical help instead is hand-made. This packaging department comprises of 70 sisters members who do the final packaging. These plastic bags used for packaging are Polypropylene (PP) bags. There are various problems with the existing packaging. One of them is the material being used to pack. Plastic packaging not just looks bad but also is very bad for health. The content on the packaging is not readable too. Though PP is one of the safest plastic for food storage it still has certain disadvantages:
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Toxic compounds in plastic can make you sick.
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Plastics can cause fertility and reproductive problems.
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Chemicals in plastic can lead to obesity.
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Plastics are terrible for our planet.
KEY GOAL
Improve the packaging of the existing packaging design.
Existing Packaging
BREAKING DOWN THE PROCESS
In the initial stage of packaging design, I was planning to create a decagon shaped box, just to bring out the richness of the brand, but the die cut had become too complex and hence had to drop the idea. The material was at the beginning a paper box and the papad in a plastic package inside the box. But this idea wasn’t solving the main issue, which is the use of plastic for packaging, as the plastic reacts with the food, which is extremely bad for health. So later on the idea came up to Aluminium foil Packaging, as it is impervious to moisture, light, bacteria and all gases. Because of its ability to block out bacteria and moisture especially, it helps the food last longer than if it were wrapped in plastic. Then the ziplock mechanism also helps in keeping the papad airtight.
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Initial Designs
COMPETITORS
UNDERSTANDING
THE USER
Lijjat Papad is a uniquely Indian product, made and consumed across nearly every region of the country, and appreciated abroad as an excellent Indian innovation. Be it young or old, rich or poor, people across all sections relish papad or papadum for many.
From the Sindhi plate to Rajasthani thali and the Malayali Sadhya, no Indian meal is complete without papad - the most visible ingredient in cuisines of all states and communities. Lijjat papad has become the traditional food item of most Indians. Its taste is well received by every Indian since generations. Lijjat has met the needs of the consumers for 58 years and their increased sales figures speak about the growing demand for papads by the consumers. Lijjat papad is exported to many countries like the UK, USA, Middle East countries, Thailand, Singapore, Hong Kong, Holland, Japan, Australia.
Papad is consumed on a daily basis by the consumers, hence the need for easy to use and storing packaging is extremely essential.
SOLUTION
My concept and solution to these problems were, firstly to use foil packaging, with a zip lock mechanism. The zip lock mechanism will not only keep the papad air tight but will also act as a container, so that the consumer doesn’t need to find a separate box to store the papads.
GRAPHICS
Through the design, the idea was to depict a lady through my designs for packaging to show the women strength in this organisation. Lijjat Papad’s mascot, the rabbit is also removed from the graphics because of this reason itself , that is the women should be their mascot and not rabbit. The design needed to be extremely attractive to stand out and be eye catchy.
Initial Designs
