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383956551 jaipur-rugs-goals-and-growth
1. Jaipur Rugs – Goals and Growth
P R E S E N T A T I O N B Y :
• ANKITA CHAKRABORTY
• AVIK KUMAR DUTTA
• NAVEEN HISSARIA
• PRIYANKA ROY
• TWINKLE SAHARIA
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2. Jaipur Rugs - Introduction
Jaipur Rugs is one of India's largest manufacturers of hand knotted rugs. Headquartered in Jaipur, India, the
company’s operations span across 20+ branches, 6 states and 600 villages in India with distribution to over 40
countries with its independent base of over 40,000 artisans. The company also has a large distribution base in
Atlanta, United States.
Jaipur Rugs was founded by Nand Kishore Chaudhary in 1978, who started the carpet business with two looms.
Over time he moved to Gujarat and the business operations were expanded primarily in tribal regions. Chaudhary
moved to Jaipur in 1999, to launch his independent firm called Jaipur Carpets. Jaipur Carpets was converted to
Jaipur Rugs Company Pvt Ltd in 2006. At present Jaipur Rugs has businesses in more than 40 countries.
Jaipur Rugs produces a range of rugs, pillows.
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3. Should JRCPL focus exclusively on hand-knotted
carpets? Why or Why not?
DEMAND : Despite holding the biggest share in Indian carpet exports, USA still promises some growth. American
consumers simply love handmade Indian rugs. Latin American countries like Brazil, Chile, Argentina and Colombia have a
large unexplored potential..
DURABILITY : The durability of handmade carpets is high. You can use a handmade carpet for approx. 10 to 50 years
without any manufacturing and colouring problems but you cannot use a machine made a carpet for more than 10 years
in a good condition.
ISSUES: It is difficult to determine the age, origin and materials used in making a hand-knotted rug.
Hand knotted carpets is a premium product with high production constraints and low volume of sales but highly priced and
with high profit margin.
Tufted Carpets take hardly 5 days to produce and production plans are relatively simple, but Hand Made Carpets take
between 2 to 8 months to complete it of same size.
Normal Tufted Carpets are 9*9 feet, while Hand Knotted are of 6*9 feet, 8*10 feet, 10*14 feet which makes the production
more complex and time consuming.
Normal Tufted Carpets have 5*5 knots per square inch while Hand Knotted have 14*14 knots per square inch in turn making it
more complex.
Higher labour cost in case of Hand Knotted Carpets as in 40% of total production cost and 35% of the total production cost is
the cost of raw materials.
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4. Importance of Shared Values
Successful corporate communication really starts with a healthy business culture that promotes and models the
same value system from the top down.
Leaders of the company must clearly define the values of the organization, the vision of leadership and expected
behaviours for employees. This is the DNA of your corporate culture. Having defined goals and values is where
successful communication begins.
Our values are important because they help us to grow and develop. They help us to create the future we want to
experience.
Every individual and every organisation is involved in making hundreds of decisions every day. The decisions we
make are a reflection of our values and beliefs, and they are always directed towards a specific purpose. That
purpose is the satisfaction of our individual or collective (organisational) needs.
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5. Measures that can be adopted to increase
shared values.
Embrace transparency
Implement modern communication and collaboration tools.
Share success.
Share challenges.
Example:
Management people sent to various villages for worker feedback and inviting workers to headquarters.
Local centers for warehousing , back office and employee feedback.
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6. Recognize and reward valuable contributions
Example:
Corporate Social Responsibility -Eye camps, medical services and literacy
programmes for all the adults in the village.
Rural Development
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7. Cultivate strong co-worker relationships
Example
Bunkar Sakhi - friend to the weavers
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8. Embrace and inspire employee autonomy
Example
Bunkar Sakhi - address quality-related - engage in socially - better level of
bonding - promote co-worker relationships
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9. Practice flexibility
Value of providing their employees added flexibility of time.
work-from-home opportunities
employee taking a much-needed own time
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10. Communicate purpose and passion
Management people sent to various villages for worker feedback and
workers to headquarters.
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11. Promote a team atmosphere
Management people sent to various villages for worker feedback and
workers to headquarters.
Weaving Centres to provide not only looms hygienic, comfortable and
motivating site for weavers to enjoy socially rich cultural life away from the
heat and dirt of the weather.
Bunkar Sakhi - address quality-related - engage in socially - better level of
bonding - promote co-worker relationships
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12. Give and solicit regular feedback
Example
Bunkar Sakhi - address quality-related - engage in socially - better level of
bonding - promote co-worker relationships
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13. Stay true to your core values
Well reputed employees left the company
Clash with profitability
Close identification with the weavers and development of the rural community
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14. Give culture building the effort it deserves
Building a company culture takes time and energy
Culture should align with your mission and values
A company culture you can be proud
Truly amazing company culture is a constant work in progress
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15. Striking a balance between all opposing
views
Weaver Development
Bunker Sakhi
Free medical and literacy programs throughout participating villages
Thinker-Doer Exchange
Large scale industries damage to the environment - Company is using Labour-
Intensive Production Processes - Boosting Employment
and Supporting Economic Growth through Export - Highly Decentralized
Manufacturing and Logistics System - Replicated by another form to make
CSR – Replicated in other industries it can bring or Add to Self-Employment
also.
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