Kudumbashree - Success Story of Annapoorna Pappad unit

Making Pappad and earning livelihood: Success Story of Annapoorna Pappad unit

Five neighbourhood group members Smt. Komalavalli, Smt. Lalitha, Smt. Samitha, Smt. Sobhana and Smt. Sheeba who were actively involved in the various neighbourhood group activities, came across the fact that in addition to thrift mobilisation activities, they should start a micro enterprise for a sustainable and steady income as well as to support their family.  Kudumbashree Malappuram District Mission gave them necessary guidance and motivated the neighbourhood groups in forming an enterprise. A meeting was organized in the Neighborhood Group (NHG) and those members interested in various enterprises came together, prepared and submitted project with the help of Kudumbashree Mission. Within 5-6 months it was sanctioned and on 8 September 2016, they started Annapoorna Papad Unit by availing Rs.4,75,000 bank loan with a panchayath subsidy of Rs.100,000 and Rs, 40000 as revolving fund from Kudumbashree Malappuram District Mission. This capital helped them to rent a building and to procure the necessary machineries.

Pappad (or pappadum) – a crispy thin cracker or wafer is made of dough of black gram, is usually fried or dry-heated and served as an accompaniment to a meal or as an appetizer. The knowledge and experience in pappad making as well as the support from district mission made the group members confident about their endeavor. Through the various fairs conducted by District mission, Saras melas and office melas the group was able to tap the various market opportunities. The group divided the various activities of unit like pappad making, packaging and sales within themselves and this division of labor helped them in achieving a sustainable and effective business strategy. Currently the group is achieving daily sales of Rs. 8000 to 9000 with a daily profit of Rs,2000 to Rs,3000 for the group.

Within a short time, they were able to tap the market and please the customers with good quality pappads. Not compromising on quality and taste and the customer-friendly approach are the factors behind their success. Prompt and timely fulfillment of orders makes their unit special from that of other pappad units.

Competition from other established enterprise was a major challenge faced by their group in the initial stage. The brand value ‘Unit of Kudumbashree’ gave their unit an opportunity to explore the market as well as the trust in Kudumbashree products made customers to buy Annapoorna pappads.   Difference in the raw materials made huge differences in the pappad quality, so ensuring continuous supply of standard raw materials from dealer was another challenge and with the strategy that ‘there is no compromise in quality’ they were able to overcome these challenges.

The identity ‘Kudumabashree unit’ always helped the to tap the markets. The various interventions from Kudumbashree Malappuram district mission in the form of melas, fairs helped us to introduce our product to the public and that itself was the turning point in their business.

They plan to grow their enterprise into a huge venture with increased profit and gross income. Their group is looking forward to tackle the ‘Kudumbashree bazar’ opportunity as it will help them to increase the profit by reducing the commission given to the retail shops. (For a Papad packet of Rs. 20, their group will get Rs.14 from the retailer and this in turn decreases the profit of their group). Their group will be exploring more melas and fairs than retail marketing.

They were able to support themselves as well as their families. While participating in the saras melas, their group witnessed bulk sales and was able to make a huge profit. The customers from even distant places came in search of Annapoorana Papads after these melas and thatitself made them very happy. The acceptance of the product is more satisfying than the money. One sweet smile from the happy customer gives us a huge energy to move forward. That is the happiest moment in their life.

Never ever except that an enterprise may become a huge success overnight or within a few weeks. Keep in mind that the slow and steady always wins the race. If you are giving 100 % dedication and hard work to your enterprise, it will definitely win one day. This is the message they wish to give to the aspiring women.

With her commitment, confidence and hard work, they are moving forward with their Annapoorna Pappad unit. It is sheer confidence that brought their unit to greater heights. By extending opportunities to many women like them, Kudumbashree Mission is giving wings to the dreams of many. Their success story can undoubtedly be considered an embodiment of women empowerment and sheer self-confidence.