How this 45-year-old Indian family business is empowering women and rural artisans

Specialising in handmade carpets from the Indian state of Rajasthan family business Jaipur Rugs was founded by N.K. Chaudhary in 1978 with two looms and nine artisans. It now has over 7,000 looms and sells in over 90 countries with stores in 7 Indian cities, 3 international stores and a strong online retail presence.

Over the years the business has been strengthened with the purpose of protecting ancestral know-how and connecting rural craftsmanship in India with the rest of the world. The company has grown to become one of the largest networks of Indian artisans with over 40,000 rural artisans out of which 90% are women operating in 600 villages across five states. In 2004 Jaipur Rugs founded the Jaipur Rugs Foundation with a mandate to reach out to remote rural areas and establish bonds with village communities’ proficient in weaving rugs. The foundation continues to empower rural India by providing them access to healthcare, education, financial inclusion as well as skill development.

“Literally translating to ‘from the heart’, our Manchaha initiative empowers artists in rural India to create their own designs, which become both a form of self-expression and a source of sustainable livelihood for them and their families. The artists tell their personal stories through elements of their own culture and surroundings,” said Yogesh Chaudhary, Director, Jaipur Rugs.

Recently Jaipur Rugs opened its flagship retail store in Dubai at Alserkal Avenue. Spanning over 7,000 sqft the store showcases an extensive collection of rugs created by skilled artisans using traditional techniques passed down through generations. The Jaipur Rugs store in Dubai provides a window into the historic, picturesque architecture of Jaipur through a stunning visual ode to the traditional stepwells of Rajasthan, known as baoris.

“We have taken a departure from conventional rug displays by ingeniously incorporating the architecture of the space to blend design, craftsmanship and innovation offering a truly captivating experience for the visitors. Furthermore, we have introduced three enchanting experience rooms housed within jewel-themed domes: the Sapphire Room, Emerald Room and Ruby Room. These remarkable spaces feature carpets that extend from the floor to the ceiling creating an immersive environment where the rugs themselves become magnificent works of art,” shared interior designer Pallavi Dean.

RetailME Bureau