Lijjat Papad - Branding, Identity Design &
Brand Communication

Shri Mahila Griha Udyog Lijjat Papad, popularly known as Lijjat,  is an Indian women’s cooperative that produces a range of fast-moving consumer goods. Its core mission is to empower women by creating sustainable employment opportunities. It started as a small cottage industry that gradually grew into a nationwide cooperative.

It’s remembered for its captivating “Khurrram Khurrram” ad tune and the iconic bunny mascot, a playful and memorable part of the brand’s identity that still lives in memory. When I began this project, I had one doubt…. Does a brand like Lijjat even need rebranding? The exploration also includes the idea of Lijjat expanding its presence, including launching new products like papad flavors…. something usually associated with a large FMCG brand.

Self Initiated Project - 22- 23

  • Logotype Design

  • Identity Design

  • Packaging Design

  • Branding

  • Brand Communication

While researching other Indian brands and reading case studies like Amul’s, I realised that even a brand like Lijjat needs strong branding. If the brand grows and earns more, that value goes to the stakeholders. Branding helps create a clear identity, consistent communication, and a transparent voice that builds credibility. It shows that the cooperative is organised, thoughtful, and here to stay.

Lijjat strongly believes in humility. Lijjat is deeply rooted in its values. One of its core values is paying wages daily and never borrowing money for the company’s expansion. While it is most famous for papad, Lijjat also makes detergents, masalas, and soaps.

The cooperative also runs scholarship programs to support the education of members’ children. These values and practices became central to my approach to visual identity.

Here, the identity features a bilingual logo in Hindi and English. The Devanagari logotype began with hand-done letterforms inspired by the handwritten boards often seen at small kirana stores. These shops sometimes also sell handmade papad, simple, raw, handled with care.

That visual language of hand-done humility, something raw yet thoughtful, shaped the direction of the logo. From initial hand-drawn forms, I chose Kunkun as the base typeface and built the final Devanagari logotype from there. Companion Latin logotype is custom-designed. The illustration style has women at the forefront. Women are the story of the brand. The overall visual system blends vibrant colours with soft monochrome tones, along with textures that evoke comfort and warmth. Together, these elements reflect the brand’s values of simplicity and humility.

To bring in a sense of nostalgia, I also revisited some of the brand’s early memories, archival images of Lijjat women from its initial days, along with visuals from the “Khurrram Khurrram” bunny jingle ads and the iconic double-decker bus campaigns that once ran across Mumbai. These references connect the new visual direction to the brand’s cultural memory.