Continuing a Legacy through Entrepreneurial Spirit: The Jaipur Rugs story

India is home to a plethora of cultural diversities – arts, crafts, communities, languages, festivals and more. Owing to its political history, the country has been influenced by varied religions and beliefs, and as a result, it is the land of folklore and page-turning epics. From tales of Mughal kings to chronicles of modern entrepreneurs like Jaipur Rugs’ founder, Nand Kishore Chaudhary, there’s no dearth of heart-warming stories in the country. So much so that even the saga of the Indian rug industry is full of theatrical twists and turns…

Rugs in India: Born out of Patronage, Revived as a mark of Patriotism

Jalaluddin Akbar, one of the most revered Mughal emperors in Indian history, wanted to surround himself with exquisite and luxurious collectables. In the 16th century, he brought a few of the best carpet weavers from Persia to India and set up weaving workshops and hotspots across Agra, Delhi and Lahore, marking the dawn of the rug industry in the country.

The emperor also introduced and organised weaving training sessions for the prisoners to reform the system and transform inmates’ lives. During the Mughal dynasty, rugs of silk, sheep wool, and even cashmere, would cover royal floors; these rugs and their complex designs would sometimes take over 15 years to make.

Eventually, with the slow advent of British rule in India, the rug industry began to wane, and by the 19th century, rug weaving saw an all-time low. The quality and craftsmanship plummeted; under Western influences, imitations, mass production, and synthetic material usage became the norm. It wasn’t until the post-independence era that the weaving industry saw a reemergence in line with the Swadeshi spirit.

The Jaipur Rugs story

In the wake of a period marked by peak patriotism and the ambition to establish a unique Indian identity, a man set out on a mission to showcase India’s culture through handmade rugs. He believed each rug tells a story, expressing its creators’ cultural and artistic flair. In 1978, Nand Kishore Chaudhary founded Jaipur Rugs with two looms, nine weavers and a mission to empower the underprivileged and marginalised rural communities in India.

The company began by training and employing a small group of weavers from untouchable castes, providing them with a sustainable source of income and improving their standard of living. Yogesh Chaudhary, son of Nand Kishore Chaudhary and the current Director of Sales & Marketing for Jaipur Rugs, comments, “We have a longstanding commitment to promoting kindness and elevating its artisans to the status of artists. Over the years, the company has focused on creating a sustainable ecosystem that benefits everyone involved in the rug-making process. The company’s core values have adapted and evolved to include sustainability, social responsibility, and craftsmanship.”

It has been a remarkable journey, emerging from humble beginnings through perseverance to being recognized as a leader in the handmade rug industry with as many as 40,000 artisans. Jaipur Rugs has also showcased at international fairs such as Salone del Mobile, Milan and Downtown Design, Dubai. The vision is not just to propagate Indian culture but also to preserve the unique craftsmanship and cultural heritage of handcrafted rugs and carpets from different regions across the world.

Left to right: Jaipur Rugs Showcase at Dubai Design Week 2022; Jaipur Rugs Showcase at Salone del Mobile 2023

Rug-ged Times and Soaring Victories

The journey of Jaipur Rugs resonates with the legacy of rugs in India, facing the same highs and lows over time. In 2005, Yogesh had to drop out of Boston College to sustain the business.

“While studying in Boston, I returned to India to spend time with my father during a difficult period for our company. We had experienced a major theft at the office as well as received resignations from some senior members – leaving us vulnerable to financial loss and lacking trusted support. I chose to stay and help the company navigate this challenging time,” Yogesh narrates.

A few years later, amidst a global financial crisis, the company’s situation began dwindling again until they received their largest export order in the same year. Yogesh reveals, “These early experiences in our business journey equipped and toughened us. They played a significant role in shaping us into the successful company we are today. In addition, our artists’ unwavering spirit and support have also been a tremendous help to the company. Their resilience and dedication keep us going through good and bad times, and we are grateful for their contributions to our success.”

In 2016, Jaipur Rugs expanded into retail. Realising the importance of having a physical presence in the market to provide their customers with the best shopping experience, they gradually expanded their retail presence internationally and established a strong brand identity. Besides expanding their retail presence, they utilised technology to broaden their horizons. By creating an online platform, they facilitated easy purchases of their products for customers across the globe.

Yogesh Chaudhary, son of Nand Kishore Chaudhary and the current Director of Sales & Marketing for Jaipur Rugs

The Magic Mantra: Social Responsibility + Sustainability + Craftsmanship

Crystal clear in their business model, social responsibility is a core value at Jaipur Rugs. The company has developed several initiatives to assist the communities it collaborates with, such as education, healthcare, and community enhancement. Additionally, Jaipur Rugs has established a foundation to promote the weavers’ overall well-being.

Sustainability is a central tenet of Jaipur Rugs’ ethos; the company ensures reducing its carbon footprint by using renewable energy sources. They prioritise using GOTS-certified yarns in production and repurposing surplus yarn and thread waste from the Gultarashi rugs to fill pouffes and cushions, reducing waste output and promoting a circular economy.

If social responsibility is the brain and sustainability is the nervous system, then craftsmanship is at the heart of Jaipur Rugs. They believe in preserving the traditional art of rug-making while embracing innovation and modern design. “The Manchaha Collection is a testament to this philosophy, as it allows the artists to express their individuality and tell their own stories through their unique rug designs,” testifies Yogesh. The collection in questions provides a canvas to the raw artistic passion of traditional Rajasthani weavers – instilling confidence in their skills and urging them to explore their creative pursuits.

A Home-Bound Family Business Goes International; Latest Stop – The Middle East

Nand Kishore’s five children have shouldered the responsibility of maintaining and exponentially multiplying the legacy of Jaipur Rugs after his tenure. The eldest daughters, Asha and Archana, serve as the CEO and COO of Jaipur Living from the US, and Kavita runs her label ‘Kavi’ in India as the Design Director. Yogesh takes up the role of the Director of Sales & Marketing at Jaipur Rugs, while the youngest sibling Nitesh is the Director of Supply Chain & IT.

“Jaipur Rugs’ mission is to preserve and give a world platform to traditional weaving techniques from different regions while catering to the unique needs and preferences of diverse markets worldwide. We welcome collaboration opportunities that align with our values and complement our vision. As a company, we have had the privilege of collaborating with some of the top designers in the industry, and we are excited about the prospect of establishing similar relationships with designers in the Middle Eastern market. The designers in the MEA region possess a distinct and exceptional perspective on design and colour that we are eager to showcase through our rugs, appealing to design enthusiasts in the MEA and worldwide,” says Yogesh.

It cannot be said that this is just the beginning for Jaipur Rugs. However, one can still say that it is one worth rooting for.