In the 80s, in the good old Doordarshan days, a rather irritating cartoon would greet the ‘Chitrahaar’ viewers with a ‘Hee..Hee..Lijjat Papad’. Today, literally, Lijjat is laughing all the way to the bank.

Rediff.com chronicles the success path of Lijjat papad.
http://in.rediff.com/money/2005/apr/15spec.htm