Jaipur Rugs Company Pvt. LtdJaipur Rugs was founded by N. K. Chaudhary in 1978,starting the carpet business with two looms. Over time hemoved to Gujarat and the business operations wereexpanded primarily in tribal regions.*Mr N K Chaudhary moved to Jaipur in 1999, to launch hisindependent firm called Jaipur Carpets.*Jaipur Carpets was converted to Jaipur Rugs CompanyPvt Ltd in 2006.*At present Jaipur rugs has businesses in more than 30countries and touched a turnover of over 14 million $ in2008-09.
*Headquartered in Jaipur (India), It has over 20 branches inten states of India along with a bonding of more than 40000artisans. *With over 32 years of experience, our products are awhole wide range of exclusive handmade rugs that areadorning homes worldwide. We believe in decoratinghomes with elegant styles, luxurious comfort trickled withthe essence of rural craftsmanship.*Jaipur Rugs truly represents the passion for art, lifestyle,persona and much more for everyone in their homes andwork places.*Jaipur Rugs offers a whole new insight to discover theworld through its products, which is a creation of artisticintellect and a pure heart that sees the world as one union.
*We are one of the leading manufacturers of handmadecarpets in India. We specialize in hand-knotted carpet andare known globally as a category leader. The artistic beautyof designs, tantalizing color combinations and the comfortfeel of the texture are the ingredients of the Jaipur Rugs’carpets.*Over the years, we have continued to perfect techniquesand to carry forward the rich heritage of designs into homesand businesses in more than 30 countries around theglobe.*Jaipur Rugs, the life song of thousands of weavers andartisans, has been constantly creating benchmarks forbeauty and craft. Jaipur Rugs is on its way to createwonders by linking the grassroots to the most elite andluxurious icons of the world.
OUR VISIONWe look upon business not merely as asource of income or profit, but as a wayof life, as a medium for putting ourtalents to good use, while at the sametime affording us an opportunity to beof service to the community. Profits willfollow. Let us remember that profit isnot just a set of figures, but of values.
OUR MISSION"Service to the community" is ourmotto. Our company strives towardsthis focused direction to make thesociety grow hand in hand with our owngrowth and prosperity. We ensure thatthe skills of our weavers are matchedby the needs of our customers.
*The vision of Jaipur Rugs is not barricaded, butwill make sure that people care for values andhave empathetic attitude for the society.*Our mission is to develop a secured communitythat grows with changing times and to deliverevery customer the skill sets of each craftsman.*We operate as an extended family and welcomeeach talent that showcases creativity, leadershipand commitment.*Every moment, we live a dream of each artisanand connect them to million hearts worldwide.
Jaipur Rugs began with two looms in 1978. Traditionallycarpet-weaving was an exploitative industry where thecarpet-weaving used to take place through contractors.These contractors in turn get the weavers weave thecarpets in return for measly wages for highly skilled labour.Jaipur Rugs did away with the middlemen by establishingdirect link between the weavers and the company. TheJaipur Rugs business model has connected rural poor withmarkets of the rich, through the development of a globalsupply chain, built around mobilizing human capability andskills at the grassroots level and finding steady jobs forrural men and women in the most depressed parts of India.
JAIPUR RUGS FOUNDATION (CSR) Jaipur Rugs Foundation is an initiative of Jaipur Rugs Company. Jaipur Rugs Foundation (JRF) was born with a dream of uplifting the underprivilegedcommunities through sustainable employment in carpet weaving. To achieve this dream JRF was founded in 2004 as a non profit foundation and was registered under the Public Trust Act 1959. •Towards fulfilment of this dream, JRF has been building artisan clusters in tenIndian States, providing value added employment, and an incremental income of about Rs 3000 per month to about 40000 artisans, of whom about 28000 are women. •By 2010, JRF has an ambitious target to enlarge its extended family of artisans to cover 12,000 more artisans. Being the social initiative of Jaipur Rugs Company Pvt. Ltd. (JRCPL), JRF ensures assured markets and continued employment for its artisans.• Additionally, JRF vigorously pursues opportunities to increase the access of its extended family of artisans to various schemes of health, education and social empowerment, especially for our women artisans. Through JRF’s initiatives, thousands of weavers are leading towards an independent and prosperous future in rug weaving.
*Apart from this, Jaipur Rugs Foundation also engages in educatingthese rural weavers about their rights and government policiespertaining to health, sanitation and insurance. The aim is to improvisetheir current status and increase their standard of livingJaipur Rugs Foundation works for the betterment of the carpet industrykeeping the following goals in mind:■ Work towards eradicating social injustices■ Increase the standard of living of the weavers■ Promotion of new designs as per the international demand so as tobring more work to the weavers thereby accelerating income and prosperity■ Working for the empowerment of women . Empowering women for usimplies influencing strongly not only on their economic life (income and earning potential) but also their personal life (self-esteem and influence on family decisions).
■ Upliftment of the weavers community by creation of facilities whichenhance the efficiency of the weavers through carpet weaving which in turn lead to the economic growth of the industry■ Enhancing the skill of the workers through training and exposure■ Non involvement of middlemen, making the weavers free fromexploitation and under payment■ Promotion of research for new technology to bring the Indian carpetweaving industry closer to the international market■ Helping the weavers in becoming productive and contributingmembers of their communities■ Providing prospects for the overall personality development ashealth, education, including childrens education etc
Areas of operationsA brief overview of Jaipur Rugs areas of operations is asfollows:• No. of states: 10 (Assam, Bihar, Gujarat, Jharkhand,Nagaland, Orissa, Rajasthan, Sikkim, Uttar Pradesh, WestBengal)• Carpet weaving cluster: 40• No. of villages: 800• Total artisans: more than 40,000• Families Covered: 9,000• No. of weavers supported through linkages and capacitybuilding: 5,000
PRODUCT RANGEHand Knotted Wool Hand Knotted Silk
AccreditationsC. K. Prahalad included a case study of Jaipur Rugs in hisbook The Fortune at the Bottom of the Pyramid citing it asan example of a social business which helps in tacklingworld poverty. The Jaipur Rugs Case Study is acclaimed tobe the best success story at the Bottom of the Pyramid.Another pillar of unique business model of Jaipur rugs is itscomplex and robust supply chain which has beenacclaimed by Harvard and is being further studied toimplement in other similar businesses.
•Awards and achievements* ‘Villgro Social Enterprise Award 2011 by VillgroInnovations Foundation India* ‘India Pride Award 2011 by Dainik Bhaskar Group India* ‘Ernst & Young Entrepreneur of the Year Award 2010-Start Up by Ernst & Young, India* ‘Distinguished Entrepreneurship Award by PHD Chamber(2010)* ‘Highest Export Performance for Hand Knotted Carpetsby CEPC, Govt. of India (2010)
* ‘Award of Excellence - Floor Covering’ by HFN (2010)* ‘Sankalp 2010 : Social Enterprise Awards & Investment Forum’ bySankalp Forum (2010)* ‘Certificate of Appreciation’ by FICCI-SEDF (2010)* ‘Indian Achievers Award For Business Excellence’ by IndianAchievers forum (2010)* ‘Award of Excellence - Floor Covering’ by HFN (2009)* ‘American Graphic Design Award ’ by Graphics Design USA (2009)* Best SME for CSR by Business Today & Yes Bank (2009)* ‘Star Export House’ by Ministry of Commerce, Government of India(2009)* ‘Excellence Award’ by the Institute of Economic Studies (2007)* ‘America’s Magnificent Carpet Award’ by America’s Mart (2006)* ‘Certificate of Merit’ by Carpet Export Promotion Council of India(2004 and 2003)* ‘State Award for Export Excellence’ by the Government of Rajasthan(2003)* ‘Gold Trophy Award’ by Carpet Export Promotion Council of India(1994)